I have a service based client that is interested in optimizing his website for all the services that he provides in all the locations that he provides them in.

For example:

Service 1, location 1

Service 1, location 2

Service 2, location 1

Service 2, location 2

He wants to essentially create an individual page for each of the above, but i'm concerned that he will be penalized for duplicate content.

Each of the pages would have the keyword in the url, page title and within the main body of content. We would certainly alter the content somewhat, but not sure how much a difference this would make.

Any thoughts or advice would be greatly appreciated.