Here’s how it typically works:
1. Core Location Page or Local Landing Page (Pillar Page)
We recommend using your local landing page for a particular city or area (e.g., “Web Design Services in Atlanta, GA”) as your ‘Pillar Page’ for this topic cluster approach. It’s optimized for that location + your core services and includes things like:
- An overview of services offered in that area
- Local testimonials or case studies
- Internal links to related blog posts or sub-pages
- Unique localized content
For a more in-depth look at local landing pages and examples of the kind of content you should include on them, take a look at our other articles about local landing pages:
- Local SEO City Landing Pages: How to Rank in Surrounding Cities
- Are City Pages Good for SEO? 5 Local Landing Page Examples
2. Supporting Pages or Blog Posts (Cluster Content)
These are more specific, helpful pieces of content that link back to the main location page.
Examples include:
- Blog posts about projects you’ve done in that city
- “How to choose a [service] in [city]” guides
- Info about partnerships or events in the area
- Highlighting best practices for that city for your line of business
- Best of [service providers] in [city] Comparison Lists – Write a blog post that lists the top service providers in that particular city. While this may seem counter-intuitive at first, skillfully writing about your competition will help you build trust with your audience, expand your organic reach, and allows you to control the conversation.
Why this helps:
- It boosts local keyword relevance.
- It shows topical authority for that city or service area.
- It creates internal linking that helps both users and search engines navigate your site and understand your local focus.
You’re essentially building a mini content ecosystem around each location to make your site the go-to resource for your service in that area.
