Academy › Publish › Get found on Google

The page for the neighborhood next door won't work for yours

You'll know how to separate, sentence by sentence, what's the same on both pages from what only applies to one location's street, and you'll have written the directions block the second page is missing.

By Yodai · Published on September 6, 2026 · Updated on October 12, 2026

With the web address already decided, it's time to write what goes inside. You take the first location's page, change the street, the phone number, and little else, and publish it as the second location's page. It seems like the reasonable shortcut: it's the same business, the same menu, so why write the same thing twice?

But a few months in, you notice it. Anyone who lands on that page can tell something's off: the street is theirs, but everything else talks about a place that isn't theirs.

The problem is that you copied the part you shouldn't have copied, and skipped the part you actually needed to write. You already decided whether the new location lives in a folder on your site or on its own subdomain; now it's time to write what goes inside that address.

What test tells you if a sentence doesn't belong

There's one question that settles, sentence by sentence, what stays and what changes: if a customer of the other location read this sentence, would it still be true?

If the answer is yes, that sentence isn't about the location, it's about the business, and it belongs in the shared part: pricing, who you are, the service you offer. If the answer is no, that sentence only exists because of where it sits, on that street, and that's why it has to be written there and only there.

We work by appointment and take cards is true at both locations, no matter which one. Enter through the door on the left, next to the stationery store is only true at one. That's the sentence you need to write, and only there.

And it's not just a style issue. When Google finds several pages whose main content is very similar, it groups them together and picks one as the primary page, the one it usually shows in search results. It's not a penalty, but if both pages say almost the same thing with just the street changed, the search engine may end up mostly showing just one of them.

What's shared and what belongs to each street

Write the shared part first, pricing, services, who you are, and copy it in full onto both pages. Then add only the street address, hours, and team for that location to each one. If you find yourself rewriting the price or the service description on the second page, stop: that's already written, you just need to reuse it.

Don't invent differences that don't exist. If the same team works both locations on alternating days, say so plainly, don't write two different "who we are" stories for what's really the same team. But if the second location is run by someone who doesn't work at the first, that person does need their own paragraph: who they are, what they do there, who to contact if the hours don't match the other location's.

The block that really matters: how to get there

The part that truly changes between the two pages usually fits in a single block: how to get to the door. It's the sentence no customer from the other location could ever use, and it's the one that matters most, because it answers the question behind the search: is this the one that's close to me?

You don't need to dress it up. Four details are enough: the street with a visual landmark, transportation options, parking if available, and that location's exact hours.

With this in place, each location's page speaks to whoever's searching from that street, not the other one. What's left now is making sure each listing's link points exactly to that page, not to the door next door.

The page is already written and doesn't repeat the first location's page. What's missing is for the Google listing to actually point to it, not to the homepage or the other location's door.