<b>The roofer with 40 city pages and zero rankings</b>

<b>The roofer with 40 city pages and zero rankings</b>

Meet a roofer in Leeds who'd been sold a 'local SEO package': forty city landing pages, one per town he served. Same template each time, swap the town name, swap a stock photo. /roofing-bradford, /roofing-halifax, /roofing-wakefield. Forty of them. None ranked.

Google's seen that trick a million times. Forty near-identical pages with a find-and-replaced place name aren't local pages — they're doorway pages, and the algorithm treats them as thin, near-spam.

We killed thirty of them. The ten towns where he actually had jobs, we rebuilt with something real: a finished roof in <i>that</i> town with the street visible, a line about the local stone and weather, a named customer quote, the specific problems homes there get.

Traffic dropped first — fewer pages indexed.

Then the survivors started ranking. The Bradford page hit page one for 'roofers Bradford' because it was finally about Bradford and not a template. Quote requests went from a trickle to 28 a month.

The lesson: ten genuinely local pages beat forty templated clones — a city page has to prove you've actually worked in that city.