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What is the best keyword to optimise the home page for if I offer the same service across multiple locations?

So say youre a plumber, you do plumbing, in miami. Well, thats pretty simple, you can just make your home page optimised for 'plumber in miami'. The other service pages, are also simple, just 'plumbing service' + 'miami'.

What if youre a plumber that doesn't serve, one big city, but multiple big towns in a 40 mile radius?

You could optimise your home page for the main town you are in, but this town is one of the smallest we service. Would this make it harder to rank for our primary service in the other locations too? As Google would think, well their home page is about this town, they must ONLY be in this town? Let's completely ignore the individual pages for other locations.

Or should the home page just be generic? Like not optimised for any keyword, and a catchy heading like 'Been fixing pipes, since 1999'? Then have your locations, and the service + location pages all the same and with equal weight, as none are taking up the home page.

This is a problem I struggle to understand for keyword optimisation and website structure when there are multiple locations all providing the exact services, but ranking in all seperately needs seperate pages as Google wont show 'plumbing in town X' in town Y, even if its only 10 miles and even if we rank really high in town X because the SERPs are completely different for those results.

I guess what Im stuck with is:

A. Make home page about town X. the town were in but small. Then add location pages and service + location pages for each location, probably rank for town X and pray we rank in the other towns where there are 10-15x searches.

B. Make generic home page, linking to core services, locations. Then have each page equal weight and make each town a location page, then do service + location for each town.

I feel like maybe there is an option C that Im not thinking of and would be a better solution but this is what Im wondering about.

submitted by /u/Astraiks
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