← Back to Guides

Local SEO

How to Structure a Location Page That Ranks in Belfast

Published 10 December 2025 · 6 min read

If you're a plumber in Newtownards, a hairdresser in Bangor, or a café in Belfast, you need location pages that actually show up when locals search. Here's exactly how to structure them.

Why location pages matter for Northern Ireland businesses

When someone searches "electrician near me" or "best café Belfast", Google looks for signals that your business genuinely serves that area. A well-structured location page provides those signals clearly.

Without dedicated location pages, you're relying entirely on your Google Business Profile — and while that's important, having supporting content on your website significantly boosts your chances of ranking in the local pack and organic results.

The anatomy of a high-ranking location page

Here's the structure I use for every location page I build:

1. Title tag and H1

Your title should include your service and location naturally:

  • Good: "Emergency Plumber in Belfast | 24/7 Callouts | ABC Plumbing"
  • Bad: "Belfast Plumber Belfast Plumbing Belfast Emergency Plumber"

Keep it under 60 characters and make it compelling. Your H1 can be similar but doesn't need to be identical.

2. Opening paragraph with location context

Within the first 100 words, mention:

  • The specific area you serve
  • Nearby landmarks or neighbourhoods
  • How long you've served the area (if applicable)

For example: "We've been providing emergency plumbing services across Belfast for over 15 years, from the Cathedral Quarter to South Belfast and everywhere in between."

3. Services specific to that location

Don't just copy your main services page. Tailor the content:

  • Mention common issues in that area (older Victorian properties in certain Belfast neighbourhoods, for instance)
  • Reference local regulations or building types
  • Include pricing if it varies by location

4. Local trust signals

This is where many businesses fall short. Include:

  • Reviews specifically mentioning the location
  • Photos of work done in that area
  • Local case studies or testimonials
  • Membership in local trade associations

5. FAQ section with local questions

FAQs are gold for local SEO. Answer questions people actually ask:

  • "How quickly can you get to [Location]?"
  • "Do you cover [Nearby Area]?"
  • "What are your rates for [Location]?"
  • "Do you offer free quotes in [Location]?"

6. Embedded Google Map

Add an embedded map showing your service area or business location. This reinforces the geographic relevance to Google.

7. Clear call to action

End with a strong, location-specific CTA:

"Need an emergency plumber in Belfast? Call us now on [phone] or fill in the form below for a free quote."

Schema markup for location pages

Add LocalBusiness schema to help Google understand your page. Here's a template:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Business Name",
  "description": "Your service in Location",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Belfast",
    "addressRegion": "Northern Ireland",
    "addressCountry": "GB"
  },
  "areaServed": {
    "@type": "City",
    "name": "Belfast"
  },
  "telephone": "+44 7xxx xxxxxx",
  "url": "https://yoursite.com/belfast"
}

Common mistakes to avoid

  • Thin content: Don't create 50 location pages with just the town name swapped out. Each page needs unique, valuable content.
  • Keyword stuffing: Mentioning "Belfast" 47 times won't help. Write naturally.
  • No internal links: Link to your location pages from your homepage, services pages, and footer.
  • Ignoring mobile: Over 60% of local searches happen on mobile. Test your pages on phones.

How many location pages should you create?

Only create pages for areas you genuinely serve and can write unique content about. For most Northern Ireland businesses, that means:

  • Your main base (e.g., Belfast)
  • 2-4 key surrounding areas you actively serve
  • Possibly a county-level page (e.g., "Serving County Down")

Quality beats quantity every time. Five excellent location pages will outperform fifty thin ones.

Next steps

Start with your most important location — usually where most of your customers come from. Build out that page properly, then expand to other areas over time.

Need help creating location pages that actually rank? Get in touch for a free consultation.