A California window tinting company: one page per city, page one across the state

A tinting company able to serve the whole of California was getting 3 to 5 inbound leads a week. Smaller competitors with a foothold in individual cities such as Los Angeles, San Diego and San Francisco outranked it locally.

It covered a huge area but had nothing on its site that tied it to any one city, so Google had no reason to show it in any of them.

Most chiropractic offices draw patients from a few miles around, so a page for every city would be thin and pointless. This case matters to two kinds of practice: groups with several offices, and practices whose patients come from several towns.

The lesson is that each page earned its place with content written for its own city. For a practice, that means a page per real office, with its doctors, hours and directions, and a page for a nearby town only when there is something true and specific to say about serving it.