Location Pages and Duplicate Content and Doorway Pages, Oh My!
-
Google has this page on location pages. It's very useful but it doesn't say anything about handling the duplicate content a location page might have. Seeing as the loctions may have very similar services.
Lets say they have example.com/location/boston, example.com/location/chicago, or maybe boston.example.com or chicago.example.com etc.
They are landing pages for each location, housing that locations contact information as well as serving as a landing page for that location. Showing the same services/products as every other location. This information may also live on the main domains homepage or services page as well.
My initial reaction agrees with this article: http://moz.com/blog/local-landing-pages-guide - but I'm really asking what does Google expect? Does this location pages guide from Google tell us we don't really have to make sure each of those location pages are unique? Sometimes creating "unique" location pages feels like you're creating **doorway pages - **"Multiple pages on your site with similar content designed to rank for specific queries like city or state names".
In a nutshell, Google's Guidelines seem to have a conflict on this topic:
Location Pages: "Have each location's or branch's information accessible on separate webpages"
Doorway Pages: "Multiple pages on your site with similar content designed to rank for specific queries like city or state names"
Duplicate Content: "If you have many pages that are similar, consider expanding each page or consolidating the pages into one."Now you could avoid making it a doorway page or a duplicate content page if you just put the location information on a page. Each page would then have a unique address, phone number, email, contact name, etc. But then the page would technically be in violation of this page:
Thin Pages: "One of the most important steps in improving your site's ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content."
...starting to feel like I'm in a Google Guidelines Paradox!
Do you think this guide from Google means that duplicate content on these pages is acceptable as long as you use that markup? Or do you have another opinion?
-
Thanks for the comment Laura!
I was aware of the fact duplicate content wasn't the issue, but it just baffled me that this very obvious black-hat tactic wasn't punished by Google in any way. Even though their guidelines clearly stated doorway pages are a big "no-no".
Let's hope the December 2017 update has a noticeable impact
Have a nice day!
-
The Panda filter is just that, a filter. It doesn't remove pages from the index, and you won't get a manual penalty because of it.
In the case of duplicate content, Google chooses the most relevant or original content and filters out the duplicates. On the other hand, when a website has multiple pages with the same content, that can affect the overall quality of the entire website. This can affect search performance as well.
Then there's the issue of doorway pages, which are duplicate pages created for the purpose of funneling visitors to the same destination. This goes against Google's guidelines, and they confirmed a December 2017 algorithm update that affects sites using doorway pages.
-
Hi Laura,
It seems like this age-old black-hat tactic still works though. Maybe only outside of the US? Check out this SERP: https://www.google.be/search?q=site:trafficonline.be+inurl:seo-&ei=Z0RnWqHED47UwQLs5bkQ&start=0&sa=N&filter=0&biw=1920&bih=960&num=100
You don't have to understand the language to see that this is almost the same identical page, purely setup to rank well for localized terms (city names). Each page has the same exact content but uses some variables as to not have the exact same text: nearby city names, a Google Map embed, and even some variables for the amount of people living in a city (as if that's relevant information for the user). The content itself is really thin and the same for all cities.
The crazy thing is this site ranks well for some city names in combination with their keywords, even though it's very clearly using black-hat SEO tactics (doorway pages) to manipulate rankings for localized search terms. I would think websites that so blatantly violate the Google Guidelines would be completely removed from the search index, but that definitely isn't the case here.
Any thoughts as to why sites like this aren't removed for violating Google's terms and conditions? Or how I could keep telling our clients they can't use black hat tactics because Google might remove them from the index, even though it appears the chance of such a removal is almost non-existent?
Thanks in advance,
Kind regards -
Some great ideas: Content Creation Strategy for Businesses with Multiple Location Pages
-
Yeah it seems like the best logical answer is that each location page needs unique content developed for it. Even though it still kinda feels a little forced.
Goes to show you that Google has really pushed SEO firms to think differently about content and when you have to do something just for SEO purposes it now feels icky.
Yes creating unique content for that page for that location can be seen as useful to the users but it feels a little icky because the user would probably be satisfied with the core content. But we're creating unique location specific content mostly to please Google... not the user.
For example what if Walmart came to this same conclusion. Wouldn't it be a little forced if Walmart developed pages for every location that had that locations weather, facts about the city, etc?
Due to it's brand it's able to get away with the thin content version of location pages: http://www.walmart.com/store/2300/details they don't even use the markup... but any SEO knows you can't really follow what is working for giant brand like Walmart.
-
In response to the extra landing pages, our key thing for our business following on from the above comments is to remember that fresh and unique content is best.
We have spent a lot of money on our websites as well as clients in building extra pages, what we do is have a plan. For example if we have 30 pages to add, we spread this over a period of weeks/months. Rather than bashing them all out together. We do everything in a natural organic manner.
Hope this helps, it is our first post!
-
Welcome to my hell! I have 18 locations. I think it's best practice to have a location page for each location with 100% original content. And plenty of it. Yes, it seems redundant to talk about plumbing in Amherst, and plumbing in Westfield, and plumbing in...wherever. Do your best and make the content valuable original content that users will find helpful. A little local flair goes a long way with potential customers too and also makes it pretty clear you're not spinning the same article. That said, with Google Local bulk spreadsheet uploads, according to the people I've spoken with at Google, your business description can be word for word the same between locations and it won't hurt your rank in the maps/local packs one bit. Hope this helps!
-
These do appear to be contradictory guidelines until you understand what Google is trying to avoid here. Historically, SEOs have tried to rank businesses for geo-specific searches in areas other than where a business is located.
Let's say you run a gardening shop in Atlanta and you have an ecommerce side of the business online. Yes, you want to get walk-in traffic from the metro Atlanta area, but you also want to sell products online to customers all over the country. Ten years ago, you might set up 50 or so pages on your site with the exact same content with the city, state switched out. That way you could target keywords like the following:
- gardening supplies in Nashville, TN
- gardening supplies in Houston, TX
- gardening supplies in Seattle, WA
- gardening supplies in San Francisco, CA
- and so on...
That worked well 10 years ago, but the Panda update put a stop to that kind of nonsense. Google understands that someone searching for "gardening supplies in Nashville, TN" is looking for a brick and mortar location in Nashville and not an ecommerce store.
If you have locations in each of those cities, you have a legitimate reason to target the above search queries. On the other hand, you don't want to incur the wrath of Google with duplicate content on your landing pages. That's why the best solution is to create unique content that will appeal to users in that location. Yes, this requires time and possibly money to implement, but it's worth it when customers are streaming through the door at each location.
Check out Bright Local's recent InsideLocal Webinar: Powerful Content Creation Ideas for Local Businesses. They discussed several companies that are doing a great job with local landing page content.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Ranking for keywords locally with multiple locations
If we have a company with multiple physical locations across multiple states, but selling the same products, what would be an optimal strategy? All local locations have been claimed, but the site is not coming up for searches with local intent. If the corporate site focuses on the "products", what is the best way to get that associated with the individual locations as well? When implementing json+ld, would we put the specific location on the specific location pages and nothing on the rest? Any other tips would be great! Thanks in advance,
Local Website Optimization | | IDMI.Net0 -
Leveraging the authority of a blog to boost pages on a root domain.
Hi! Looking for some link building advice. For some background, I work for a company that has over 100 locations across the US. So we are deeply involved with local SEO. We also do a ton of evergreen/ national SEO as well and the spectrums are widely different for the most part. We also have a very successful blog in our industry. It really is an SEO’s dream. I do not even need to worry about a link strategy for this because it just naturally snatches them up. I’m trying to find some unique ways to utilize the blog to boost pages on my main root domain, more specifically, at the local level. It is really hard, besides the standard methods for local link building, to get outside sources to link to our local office pages. These pages are our bread and butter, and the pages we need to be as successful as possible. In every market we are in, we are at a disadvantage because we have one page to establish our local footprint and rank, compared to domains that have their entire site pointed at that local area we are trying to rank in. I’ve tried linking to local office pages from successful blog posts to attempt to pass link juice to the local pages, but I haven’t seen much in terms of moving the needle doing this. Are there any crafty ideas on how I can shuffle some internal linking around to capitalize on the blog’s authority to make my local pages rank higher in their markets? Thank you! -Ben
Local Website Optimization | | Davey_Tree0 -
Is it deceptive to attempt to rank for a city you're located just outside of?
I live in Greenville, SC (who has a large "Greater Greenville" reach). I work for an agency with many clients who are located just outside of the city in smaller towns, sometimes technically in counties other than Greenville. Often, they provide services in the city of Greenville and aim to grow business there, so we'll use "Greenville, SC" throughout site copy, in titles, and in meta descriptions. Are there any negative implications to this? Any chance search engines think these clients are being deceptive? And is it possible these clients are hurting their ranking in their actual location by trying to appear to be a Greenville-based company? Thank you for any thoughts!
Local Website Optimization | | engeniusbrent1 -
Using geolocation for dynamic content - what's the best practice for SEO?
Hello We sell a product globally but I want to use different keywords to describe the product based on location. For this example let’s say in USA the product is a "bathrobe" and in Canada it’s a "housecoat" (same product, just different name). What this means… I want to show "bathrobe" content in USA (lots of global searches) and "housecoat" in Canada (less searches). I know I can show the content using a geolocation plugin (also found a caching plugin which will get around the issue of people seeing cached versions), using JavaScript or html5. I want a solution which enables someone in Canada searching for "bathrobe" to be able to find our site through Google search though too. I want to rank for "bathrobe" in BOTH USA and Canada. I have read articles which say Google can read the dynamic content in JavaScript, as well as the geolocation plugin. However the plugins suggest Google crawls the content based on location too. I don’t know about JavaScript. Another option is having two separate pages (one for “bathrobe” and one for “housecoat”) and using geolocation for the main menu (if they find the other page i.e. bathrobe page through a Canadian search, they will still see it though). This may have an SEO impact splitting the traffic though. Any suggestions or recommendations on what to do?? What do other websites do? I’m a bit stuck. Thank you so much! Laura Ps. I don’t think we have enough traffic to add subdomains or subdirectories.
Local Website Optimization | | LauraFalls0 -
How to create sites with powerful individual pages to achieve top results.
How to create sites with powerful individual pages to achieve top results . According to MOZ I need to have powerful individual pages to achieve top results my site has a 0 authority so for this reason I need to focus on powerful pages but how do I know if my pages are powerful or not.
Local Website Optimization | | A.V.S0 -
What is the effect of CloudFlare CDN on page load speeds, hosting IP location and the ultimate SEO effect?
Will using a CDN like CloudFlare.com confuse search engines in terms of the location (IP address) of where the site is actually physically hosted especially since CloudFlare distributes the site's content all around the globe? I understand it is important that if customers are mostly in a particular city it makes sense to host on an IP address in the same city for better rankings, all things else being equal? I have a number of city-based sites but does it make having multiple hosting plans in multiple cities/ countries (to be close to customers) become suddenly a ridiculous thing with a CDN? In other words should I just reduce it down to having one hosting plan anywhere and just use the CDN to distribute it? I am really struggling with this concept trying to understand if I should consolidate all my hosting plans under one, or if I should get rid of CloudFlare entirely (can it cause latency in come cases) and create even more locally-based hosting plans (like under site5.com who allow many city hosting plans). I really hope you can help me somehow or point me to an expert who can clarify this confusing conundrum. Of course my overall goal is to have:
Local Website Optimization | | uworlds
1. lowest page load times
2. best UX
3. best rankings I do realise that other concepts are more important for rankings (great content, and links etc.) but assuming that is already in place and every other factor is equal, how can I fine tune the hosting to achieve the desirable goals above? Many thanks!
Mark0 -
Moving to a new Location: SEO Website
I'm moving to a different state and want to keep my business and clients in both locations. Is it better to build two separate sites, one for Ohio locations and create a new site for Tennessee content? (www.ohiosite.com & www.tennesseesite.com) Or is it best to keep one site, and install a second wordpress site in a separate folder like ( www.site.com + www.site.com/tennessee )
Local Website Optimization | | morg454540 -
Local SEO case with two physical locations
I hope someone can help me make some decisions. I did read a lot about Local SEO lately but I’m not sure what way to go with this client. Client: Service provider with two physical locations (service is provided on the physical location). In the coming 12 month there will open 1-2 new physical locations in other cities. Has only one phone number. I will try to advise them to get a local phone number for both locations. But they prefer one (mobile) number to keep things simple. Clients are willing to travel for the service, since it’s a one day course they take. Current clients do come from a lot of different locations. The competition for around 5-6 big cities is pretty low since there aren’t a lot of service providers who deliver these courses. Questions: Should I put both addresses in the footer? It’s a best practice with only one location. I think it’s handy for users with two locations as well but I’m worried about how Google sees this. Also this will get confusing when the client passes 3-4 locations. If the client sticks with one mobile phone number, should I make a Google + local page for both physical locations? The Google guidelines clearly state they prefer a local number as much as possible. If I add “Our service areas “ to the top navigation and make a unique place page for every city (to rank organic aswell) is it wise to link those local Google + pages to the unique page about this service? Normaly I would go for yes, but I want to add places with and without a physical location under the same navigation. With just one location I would just focus on that city and add unique pages for the other pages. I’m getting a bit stuck between best practices since the client got opportunities with multiple strategies. I hope you guys (and girls 😉 ) can help!
Local Website Optimization | | Bob_van_Biezen1