Many local sites dilute their rankings by creating endless “service + city” pages and then struggling to build links to all of them. The result is thin content, split authority, and wasted outreach effort. A cleaner structure works better. When we separate service authority from location intent and connect them with deliberate internal linking, we can target “service + location” queries without multiplying pages. In this post, we break down how link equity flows through the right structure and how to build links without bloating the site.
Table of Contents
Simple site structure that works
Keep the site lean and focused. Follow these three rules:
- One homepage optimized for the broad service category, for example “tree service.”
- One service page for each specific service: tree removal, tree trimming, stump grinding, land clearing, tree care.
- One location page for each city or town you serve. Each location page targets the city name and the overall service category.
Example: the homepage targets the category “tree service.” The service page for tree removal targets that exact service. The Pikeville location page targets “Pikeville tree service” or similar city-level wording. No need to make a separate page for “tree removal in Pikeville” if you set up internal links the right way.
Use internal links to create service + location relevance
The magic happens with internal links. Build a two-way link system between service pages and location pages.
- On each service page add a section titled something like “Tree removal services available in:” and link to each city page where you offer that service.
- On each location page add a section titled “We provide the following tree services in Pikeville:” and link to each service page.
These cross links do two things. They create a clear association between a service and each location. And they form an internal link wheel where link equity flows between service pages and location pages. That flow lets you target “service + location” through anchor text and internal linking rather than by creating many separate pages.
Anchor text types and when to use them
Choose your anchor text carefully. There are three useful types.
- Topic anchors: Keyword only. Example: “tree removal.” Use these mainly for service pages to reinforce topical relevance.
- Target anchors: Keyword plus location. Example: “tree removal Pikeville.” Use these when you want a link to read like a local service query.
- Brand anchors: Brand name or brand plus modifier. Example: “Benner's Tree Service tree removal.” These are safe and natural to use widely.
How to apply them:
- When you link from external sites to a service page, use topic anchors or brand anchors. You can include an area or region modifier if you want the link to hint at local reach.
- When you link from external sites to a location page, use target anchors or brand plus location. These links push local relevance for that city page.
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How link equity flows
Picture this: you build a link to the tree removal service page. That page links to the Pikeville city page. Equity flows from the service page into the Pikeville page. The Pikeville page links back to the service pages, and equity flows again. That creates a repeating loop where relevance and authority spread across both service and location targets.
This internal loop reduces the need to build a direct external link for every single “service + city” combination. You avoid duplicate content and keep the site efficient.
Practical link building plan
Follow these steps to put the plan into action.
- Build the site structure — homepage, service pages, one location page per city.
- Create the internal link blocks — each service page lists cities, each city page lists services.
- Choose anchor text strategy — topic anchors and brand anchors for service page links; target anchors or brand+location for location page links.
- Use external content wisely — publish blog posts on external domains or a subdomain and link back contextually to the money site. Keep aggressive link outreach off the money site itself.
- Keep content focused — the money site should target bottom-of-funnel search queries with commercial intent. For broader content, use other domains or a blog subdomain.
This plan stretches your link budget further. You get more impact from fewer links because the internal links multiply relevance across services and locations.
Why this approach is better
It avoids duplicate pages like “tree removal in City A” and “tree trimming in City A” for every city. Those pages create internal competition and dilute link equity. A lean site is easier for search engines to crawl and for link building to actually move the needle.
Two simple rules matter most:
- Branded location authority — build trust for your brand in each city page.
- Site efficiency — fewer, more focused pages make your link building work better.
Quick checklist
- Create one service page per service.
- Create one location page per city.
- Add internal link lists: service page -> location pages, location page -> service pages.
- Use topic anchors for service-targeted links and target or brand+location anchors for location-targeted links.
- Send aggressive link outreach to external blog posts or subdomains, not the money site.
- Keep the money site focused on transactional pages with commercial intent.
FAQ
Can I target “tree removal in Pikeville” if I only have one Pikeville page and one tree removal page?
Yes. Build links to the tree removal page and the Pikeville page using the right anchor types. Internal links between the pages create the combined relevance so search engines see “tree removal + Pikeville” even without a dedicated page.
Do I need separate pages for each service in every city?
No. That creates duplicate pages and dilutes link equity. Use one service page plus one city page and link them together. The internal link wheel will spread relevance.
What anchor text should I use from external links?
For service pages use topic anchors or brand anchors. For city pages use target anchors or brand plus location. Keep anchor distribution natural and avoid over-optimizing exact-match anchors on the money site.
Will a link wheel look spammy to Google?
No, if the pages are real and useful. The link wheel here is an internal linking structure that helps users find services in cities. It is not an artificial spammy loop. Keep content helpful and links contextual.
Should I build links to blog posts instead of the money pages?
Yes. Use external blogs or a subdomain for broader content and outreach. Link from that content back to your main pages with contextual links. This keeps the money site clean and focused.
Final thoughts
Separate service and location pages do not block you from targeting “service + location.” A tight site structure and smart internal linking let you get both. Keep the site narrow, use the right anchor types, and push most outreach through external content. That makes every link count more and keeps the site efficient.