Location Based Service Pages For Remote Therapy Company

Hey everyone, new to SEO and got my first client a remote therapy company.

They want me to work on SEO for them and I thought I might try and focus on their niche plus local service pages based on UK cities because the competition isn't super strong.

I understand there's a risk of google flagging content as being duplicate if the pages are too similar so obviously want to avoid that.

I'm basically still an idiot at this so would really appreciate some veteran advice.

Please could you roast my stupid SEO padawan plan:

Separate pages vs one dynamic template

Do you create a fully distinct page for each city, or use URL parameters and swap in the city name dynamically?

How much unique copy is enough?

If I’m swapping “Bristol” for “Liverpool” in headings and a few paragraphs but most of the core content (therapy overview, session format, testimonials) stays the same, will Google see these as duplicates?

Roughly how many words or sections should be bespoke per city to avoid cannibalisation?

Any tips on ideal page length, structuring headings, or schema for “areaServed” would be hugely appreciated. Thanks in advance!

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