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1 min read Local SEO

How to Structure Service Pages for Local SEO

Service pages are the backbone of local SEO. In 2025, structuring them correctly helps both search engines and AI overviews cite your business as a trusted source.

TL;DR

  • Every service deserves its own dedicated page.
  • Include sub-services and FAQs for depth.
  • Add local modifiers for geography-specific visibility.
  • Internal linking ensures AI engines can find and contextualize each service.

Why Service Page Structure Matters

AI-driven engines like Google AI Overviews don’t just pull general business info — they cite structured, detailed pages. A poorly built service page risks invisibility, while a structured one increases authority and local citations.

Step 1: One Page Per Service

  • Don’t lump all services into a single page.
  • Create separate pages for each core service.
  • Example:
    • /services/plumbing
    • /services/drain-cleaning
    • /services/water-heater-repair

This allows specific optimization and improves topical authority.

Step 2: Add Sub-Service Sections

  • Break down variations of a service into subsections.
  • Example: a plumbing page should include:
    • Pipe repair
    • Leak detection
    • Fixture installation
  • Sub-sections give search engines and AI clear topical signals.

Step 3: Localize Content

  • Include city or region modifiers in titles and headings.
  • Add location-specific content like service areas, map embeds, or local case studies.
  • Example: “Emergency Plumbing Services in Toronto.”

Step 4: Incorporate FAQs

  • Answer common customer questions directly on the page.
  • Add FAQ schema so AI engines recognize Q&A format.
  • Example FAQs: pricing, turnaround time, guarantees.

Step 5: Strengthen Internal Linking

  • Link each service page to related sub-services.
  • Connect service pages to location pages.
  • Example: /services/plumbing → links to /locations/toronto/plumbing.

Best Practices

  • Keep service pages focused and specific.
  • Include local intent keywords naturally.
  • Add conversion elements: phone number, CTA button, booking form.
  • Refresh pages quarterly with new FAQs or case studies.

FAQs

Should I combine services into one page?
No. Separate pages allow clearer optimization and better AI citation opportunities.

How do I add local SEO signals to service pages?
Use location keywords, embed maps, and include city-specific examples.

What should every service page include?
Headline, service description, sub-services, FAQs, and a call-to-action.

Do FAQs really help with SEO?
Yes. They improve user experience and increase chances of being cited in AI overviews.

Internal Linking Notes