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Structuring a local businesses service landing pages

Hi all. I am quite early on my SEO journey and I am not actually even sure how to properly phrase this question to research it. So, if you could point me to the resources for the answers that would be amazing.

Basically, I am trying to help rank a small, local business which offers a lot of different services in one location. The area it is located in is quite densely populated and they could be found under a lot of different search terms. Different local borough names etc.

What are the best ways to capture traffic for all the different variations in services offered and areas serviced search terms?

It is best to create a different page targeting each service offered and location with all of the possible variations? Or to create one page with a primary location keyword and secondary locations also listed?

How do you structure the service area pages with in the website so the do not cannibalize each other? and how would you structure the website breadcrumbs in this case?

But is this considered spammy by search engines? Would a new copy be required for each page variation? And how should they be structured on the site?

I appreciate any reply on this, like I say I am quite amateur so thanks for any help!

submitted by /u/shillabeerreeballihs
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