Site Structure

How to architect a local SEO website — Location Landing Pages, service silos, internal linking, and schema.

Location Landing Pages (LLPs)

Every city you serve gets its own dedicated landing page:

/plumbing-services-tampa-fl/
/plumbing-services-st-petersburg-fl/
/plumbing-services-clearwater-fl/

LLP Requirements

• [ ] Unique H1: Service + City (e.g., "Plumbing Services in Tampa FL")
• [ ] Unique content — minimum 800 words, NOT duplicated across cities
• [ ] Local signals: neighborhoods, landmarks, zip codes
• [ ] Embedded Google Map for that specific location
• [ ] Local schema markup (LocalBusiness + Service)
• [ ] Internal links to service-specific pages
• [ ] GMB link/CTA
• [ ] Local testimonials from that area
• [ ] Geo-tagged images with NAPW

Multi-City Menu Structure

For businesses serving 5+ cities:

Services ▼
  Plumbing Services
  Drain Cleaning
  Water Heater Repair

Locations ▼
  Tampa FL
  St. Petersburg FL
  Clearwater FL
  Brandon FL

Or use a city hub page:

/service-areas/ → links to all city LLPs

Service Silos

Organize services into content silos — each major service gets a pillar page with supporting pages:

Silo Rules

1. Pillar page covers the broad topic (1,500+ words)
2. Supporting pages go deep on subtopics (800+ words each)
3. Supporting pages link UP to pillar
4. Pillar links DOWN to all supporting pages
5. Cross-silo links are limited and intentional

Internal Linking Rules

Rule	Detail
Every page links to 3-5 related pages	No orphan pages
Anchor text is descriptive	Not "click here" — use keyword-rich anchors
Breadcrumbs on every page	Home > Services > Plumbing > Drain Cleaning
Footer links to top pages	Service categories + location hub
Blog posts link to service pages	Every post includes 2-3 service page links

Schema Markup

Every page gets appropriate schema:

Page Type	Schema Types
Homepage	LocalBusiness, Organization, WebSite
Service page	Service, LocalBusiness, FAQPage, BreadcrumbList
Location page	LocalBusiness (specific to that location), Service, BreadcrumbList
Blog post	Article, FAQPage (if PAA), BreadcrumbList
About page	Organization, Person (owner), BreadcrumbList
Contact page	LocalBusiness, ContactPoint, BreadcrumbList

URL Structure Best Practices

✅ /plumbing-services-tampa-fl/
✅ /drain-cleaning/
✅ /about/
✅ /blog/how-to-fix-a-leaky-faucet/

❌ /page-id-123
❌ /services/plumbing/tampa/fl/drain-cleaning  (too deep)
❌ /PlumbingServices  (no capitals)

Keep URLs:

• Lowercase, hyphenated
• 2-3 levels max from root
• Keyword-rich but not stuffed
• City included on location pages only

Related SOPs

• Brand Identity — Structure supports identity signals
• PAA Strategy — Where PAA content sits in the structure
• Magic Blog Post — Blog links into the service silo