Location Page SEO: Rank for "Near Me" Searches (Template + Schema Guide)

Updated 13th January 2026

Key Takeaways

• 46% of all Google searches have local intent, with 76% of "near me" searchers visiting a business within 24 hours

• A structured template covering NAP consistency, service areas, and local content signals is essential for ranking

• Schema markup for LocalBusiness and Service Area helps search engines understand your geographic coverage

• Internal linking between location pages distributes authority and helps multi-location businesses rank across regions

• Pages loading slower than 3 seconds lose 53% of mobile visitors, with bounce rates jumping 32% between 1 to 3 seconds

• 88% of people who conduct a local search on smartphones visit or call a store within a week

Why Location Pages Matter for Local Search

You're here because you need a location page that actually ranks, not another lecture about why local SEO matters. Fair enough. The reality is stark: 46% of all Google searches have local intent, and 76% of people who search for something nearby visit a business within 24 hours. Miss these searches? You're invisible to customers actively looking for what you offer.

The businesses dominating "near me" searches aren't doing anything magical. They've built location pages following a specific structure, implemented proper schema markup, and connected pages strategically. Dead simple. This guide shows you exactly how they do it. You'll get the complete template, the schema code, and the internal linking approach that distributes authority across multiple locations.

The Complete Location Page Template

Here's the structure that actually ranks.

Page Title & H1 Structure

Your title needs the service, location, and a qualifier. "Digital Marketing Agency in Bournemouth | Local SEO Experts" beats generic titles every time. Straightforward.

Opening Paragraph (100-150 words)

Lead with exact service and location. Include phone number, make it clickable for mobile. Reference a local landmark for geographic context. Google understands "just off the BH2 postcode" better than vague directions.

Services Section (200-300 words)

List specific services with local context. Rather than generic descriptions, explain how each addresses local market conditions. A Bournemouth business competing with Southampton needs different messaging than a Manchester firm, doesn't it? Use local search terms naturally, include pricing indicators.

About This Location (150-200 words)

This is where local knowledge matters. Discuss the business community, industries you serve, and local economic factors. "Bournemouth's tech sector" carries more weight than "our service area." Reference specific neighbourhoods within the region.

Contact Information Block

Include complete NAP, embedded Google Map, operating hours, parking information, and accessibility details. The practical stuff people need.

Local Testimonials (100-150 words)

Feature reviews from customers in this area mentioning location and specific results. Real testimonials with location references carry more weight than anonymous ones.

Locally Relevant Content (200-400 words)

Discuss local business challenges, seasonal factors, or regional trends. For Bournemouth, that means addressing tourism seasonality or the student market. Update quarterly.

Clear Call-to-Action

End with a specific action: book a consultation, request a quote, or schedule a visit. Simple as that.

Schema Markup for Service Areas: Code & Implementation

Schema markup tells search engines exactly what your page represents. Here's what you need.

LocalBusiness Schema

This is your foundation. Business name, address, phone number, operating hours, and geographic coordinates. The schema sits in your page's head section or via Google Tag Manager.

Key elements: @type: "LocalBusiness", name, address with streetAddress, addressLocality, addressRegion, and postalCode, telephone, geo coordinates, openingHoursSpecification, and priceRange if applicable. Honestly, missing any of these weakens the whole setup.

Service Area Schema

This extends LocalBusiness to show which areas you serve beyond your physical location. Structure this as areaServed with individual locations or a geographic radius. For a Bournemouth agency serving Dorset, list Poole, Christchurch, Wimborne as separate areaServed entries. Each needs @type: "City" or "PostalCode". Specific matters here.

Combining Schemas

Your final schema combines LocalBusiness with Service Area coverage. Add sameAs properties linking to your Google Business Profile and LinkedIn. Include aggregateRating if you have sufficient reviews, minimum 10 to 15.

Implementation Steps

Generate your schema using Google's Structured Data Markup Helper. Validate through Google's Rich Results Test. Add it to your page directly in HTML or through your CMS. Submit the page to Google Search Console. Monitor for schema errors as small mistakes prevent proper functionality.

Common Schema Mistakes

Inconsistent NAP between schema and visible page content confuses search engines. Missing required properties like addressLocality invalidates the markup entirely. Using incorrect @type classifications reduces relevance. Update operating hours during holidays to avoid trust issues when customers arrive at closed premises.

Internal Linking Strategy for Multi-Location Businesses

Location pages don't exist in isolation. How you connect them determines whether you build authority or create confusion. Absolutely crucial.

Hub and Spoke Model

Create a main locations page listing all service areas. This hub links to individual location pages. Each location page links back to the hub and to 2 to 3 related location pages. Simple structure, brilliant results.

Contextual Service Links

Link from location pages to relevant service pages using local anchor text. "Our Bournemouth PPC services focus on seasonal tourism patterns" connects location with service detail. Avoid generic "click here" anchors, they waste ranking potential.

Geographic Proximity Linking

Link between nearby location pages where it makes sense. A Bournemouth page might reference Poole or Christchurch when discussing service coverage to build regional authority. Natural connections work best.

Blog Integration

Reference location pages in relevant blog content. An article about local SEO strategies should link to your location page as a practical example. Creates topical relevance between educational content and commercial pages.

How "Near Me" Searches Actually Work

"Near me" searches rely on three factors: device location, Google's understanding of business locations through schema and citations, and relevance signals from page content. When someone searches "digital marketing agency near me" in Bournemouth, Google checks which businesses have strong local signals in that area. Makes sense, doesn't it?

Your location page needs consistent NAP across your website, Google Business Profile, and online directories. Even minor differences like "Street" versus "St" create confusion that damages rankings. We've seen businesses lose loads of traffic through this mistake alone.

Mobile optimisation matters because 76% of people who search for something nearby visit a business within 24 hours. Over 63% of all searches happen on mobile devices, and 88% of those who conduct a local search on smartphones visit or call a store within a week. These aren't just numbers, they're customers ready to buy.

Content That Makes Location Pages Rank

Unique content for each location separates ranking pages from ignored ones. Template content duplicated across locations gets filtered out. Search engines want genuine local knowledge, not copy-paste jobs.

Write about specific local business challenges with real understanding. Include local statistics and data points where possible. Reference local business organisations, chambers of commerce, or industry groups active in the area. This demonstrates genuine research and local engagement. Truth be told, this is where most businesses fall short.

Update content quarterly at minimum. Add sections about seasonal trends, local business news, or changes in the local market. Fresh content signals active local presence.

Technical Requirements That Matter

Page speed under 3 seconds matters because 53% of mobile users abandon sites that take longer. Google's research shows the bounce rate jumps 32% when load time increases from one to three seconds. For location pages targeting high-intent "near me" searches, these statistics translate directly to lost customers. Pretty stark, isn't it?

Mobile responsiveness requires proper click target spacing for thumb navigation. Contact buttons should trigger phone calls or map directions. HTTPS is required for local search, particularly for pages collecting contact information. Not negotiable.

Breadcrumb navigation helps both users and search engines understand page hierarchy. "Home > Locations > Bournemouth" clarifies the page's position within your site structure.

Common Mistakes That Kill Rankings

Identical content across multiple location pages destroys ranking potential. If your pages differ only in the city name, search engines will filter one or both. We've seen businesses lose 60% of their local traffic through this mistake alone. Not exaggerating.

Neglecting Google Business Profile optimisation whilst focusing on location pages wastes effort. The two work together. Keep hours, categories, and attributes updated across both. Your business name, address, and phone number must match exactly everywhere online.

Always add location pages to your XML sitemap and submit to Google Search Console. Basic stuff, but you'd be surprised how often it gets missed.

Measuring Location Page Performance

Track local search rankings for your target keywords plus location modifiers. "Digital marketing agency Bournemouth" and "PPC services Dorset" should both show improvement. Monitor positions monthly and investigate significant drops immediately.

Google Search Console shows which queries trigger your location pages. Filter by page to see exact search terms driving impressions and clicks. Set up conversion tracking for phone calls, form submissions, and direction requests. Calculate customer acquisition cost for each location to identify your most profitable areas. The data tells you what's actually working.

Multi-Location vs Single-Location Approach

Businesses with physical offices in multiple cities need individual location pages. Service area businesses operating from one location perform better with one comprehensive page using detailed service area schema. Build one strong page rather than multiple thin pages for each town. Quality beats quantity here.

When to DIY vs Get Help

Basic location pages are manageable in-house with technical competence. Comprehensive local SEO involves citation management, ongoing optimisation, and performance tracking that quickly exceeds internal resources. Professional agencies bring systematic processes and experience implementing location pages at scale.

Keeping Location Pages Current

Quarterly content audits ensure information remains accurate. Review operating hours, service offerings, and local market references. Come to think of it, this ongoing attention separates ranking pages from stagnant ones.

Refresh schema markup annually and validate through Google's testing tool. Test mobile experience monthly and check page speed through Google PageSpeed Insights regularly.

If you're ready to build location pages that rank for "near me" searches, get in touch and let's make every click count.

Stay Classy

Tom Griffiths

Frequently Asked Questions

What's the difference between a location page and a service area page?

A location page represents a physical business presence with an actual address including NAP information and premises photos. A service area page covers geographic regions you serve without a physical location there, using schema markup to define coverage boundaries. Different purposes entirely.

How long does it take to rank for "near me" searches with a new location page?

Initial improvements typically appear within 8 to 12 weeks with proper schema markup, unique content, and citation consistency. Competitive terms can take 4 to 6 months for first-page rankings. Results depend on domain authority and citation quality.

Can I use the same schema markup on multiple location pages?

You use the same structure but must change specific details for each location. Address, phone number, coordinates, and operating hours must be unique. Using identical schema with only the city name changed damages ranking potential completely.

Do I need separate location pages if I serve multiple nearby towns?

Depends on physical presence and search volume. Businesses with actual offices in multiple towns benefit from individual pages. A business operating from one location serving nearby areas typically performs better with one comprehensive page using service area schema.

What's the minimum word count for an effective location page?

Aim for 800 to 1200 words of unique, locally relevant content. Pages under 500 words rarely rank well. Focus on quality over quantity.