Ongoing
Location pages that scale without becoming place-name swaps.
A structured approach to location content with room for genuine local differences, instead of publishing hundreds of near-identical pages.
The problem behind the job
If you serve many locations, publishing hundreds of place-name swaps is not a strategy. The content needs a real reason to exist and a structure you can maintain.
What I was working with
I worked on location-based content production using a structured dataset, alongside analysis of live location pages. The dataset separated the page fields, supporting research and review status. That made it possible to handle content at scale without treating every draft as a finished, published page.
Keep the offer clear
Location content needs to explain the actual service rather than simply repeat a place name. The work included reviewing commercial search intent and the relationship between location pages and the wider offer.
Useful location pages starts with that distinction.
Separate content from presentation
The production matrix held individual content fields rather than forcing every page to be built independently. A shared structure could then display those fields consistently.
That approach also makes bulk changes more practical, provided stable records and a clear update process are maintained.
Keep drafts and live pages apart
The source includes both live search results and a wider draft matrix. Some production records still required review.
It would be wrong to describe the full spreadsheet as a completed live rollout. I keep the publication and QA stages explicit.
Do you need a content system rather than another pile of pages?
If your problem looks similar, send me the current setup and the outcome you need. The implementation may be different, but the same kind of thinking usually applies.
What the work produced
The documented output included structured production data and analysis of location-page performance. It demonstrated the workflow as well as identifying further review and targeting work.
The public version omits the business, geography, distinctive page counts and exact metrics.
Where this approach is useful
The same content-management principle can support a service library or a set of problem-led pages. It doesn't justify publishing hundreds of thin variations.
See custom fields and reusable HTML and commercial SEO for the related thinking.
HAVE SOMETHING AWKWARD?
Do you need a content system rather than another pile of pages?
Send me the URL, what is happening, what you have already tried and what a useful result would look like. A small anonymised sample is enough to start - do not send passwords, credentials or sensitive customer data.