Should City Slugs Redirect to Homepage on Directory Sites for SEO?

Why the city slug might redirect to the homepage

When you import listings into a directory, the system might not create dedicated city pages. If the CMS sees a URL like /company/city-name/ but there is no real city archive or page at that address, a redirect plugin or the CMS itself can send that URL back to the homepage. That redirect is not always harmful, but it can be confusing.

We do not usually set that up on purpose. More often it is a byproduct of a redirects module in an SEO plugin or a dedicated 301 redirects plugin. For example, SEO Press Pro has a redirect module. Many site owners also run a separate paid 301 redirects tool. Either of those can be set to redirect the city path back to the homepage if the page is missing.

Does that redirect hurt SEO?

Not always, but it depends. If you expect the city path to be an index or archive that should collect links and authority, then redirecting it to the homepage removes that opportunity. But if there is no meaningful content for the city path and it only duplicates other pages, redirecting is fine. The main problem is when you create deep URL layers and then expect those pages to receive internal link power. Deep pages usually get very little attention from the internal link structure.

Should we add the state slug to the URL?

Adding the state slug adds depth. That extra layer generally does not add value for our directory builds. We prefer to avoid it unless we have a strong reason. In most cases the city plus the company name is enough to disambiguate businesses that share the same name across states.

For example, there may be many towns named Springfield, but it is rare to see the same company name in the same city across multiple states. If you have a real case where adding the state will help users or search engines find the right content, you can add it. But by default we leave it out to keep the path short.

How redirects usually get set on a site

There are only a few ways a site will redirect a city slug to the homepage. We check these first when we see an unexpected redirect:

• Redirect module in an SEO plugin like SEO Press Pro
• A dedicated 301 redirects plugin that was installed and configured
• Theme or custom code that handles missing pages by redirecting to the homepage
• Server rules in .htaccess or nginx that map certain URL patterns to the homepage

We rarely set that up intentionally. It usually happens because someone installed a plugin and chose a redirect option without realizing it would catch those city paths.

How to check what is causing the redirect

Here are simple steps we use to find why a city path is redirecting:

1. Type the city URL directly into a browser and see if it redirects.
2. Open the browser network tools and look at the status code. A 301 or 302 means a redirect. The response headers will often show which plugin or server rule is handling it.
3. Temporarily disable redirect plugins one by one to see if the redirect stops.
4. Check SEO plugin settings for any automatic redirect rules or tidy URL options.
5. Look at the .htaccess or nginx config if you have server access.

If you are in a group or mastermind, paste the exact URL so we can dig in. Without an exact URL it is hard to say which part of the stack is doing the redirect.

How to set permalink settings for a directory

Set your permalinks once and keep them simple. In the directory plugin settings you can usually configure how listing URLs are built. We recommend:

• Keep the company custom post type or listing type included. The CMS needs that folder.
• Use the city as the main location modifier. Do not add state unless necessary.
• Avoid adding extra taxonomies or folders that inflate URL depth.
• Test the permalink structure on a few imported listings to confirm the path is shallow.

Changing permalinks after a site has many listings can create redirect messes. Decide the structure early and keep it consistent.

When you might want city pages

There are times when it makes sense to create a real city archive or landing page. For example:

• You want a page that lists all contractors in a city with unique content for that city.
• You plan to rank the city page for local queries about services in that city.
• You will add valuable content and links to support the city page.

If you create city pages, do it intentionally and ensure they do not compete with your listing pages. Make sure the city URL is a real page and not just a placeholder that redirects to the homepage.

Tips to avoid losing internal link power

Here are the simple rules we follow to keep link power moving where we want it:

• Keep URLs as short as possible while still being clear.
• Do not add the state slug unless it solves a real problem.
• Make sure the company listing is as close to the root as the CMS allows.
• Limit the number of layers that a user must click through to reach a listing.
• Use consistent permalinks and avoid changing them often.
• Audit redirect plugins and settings so they only handle true moved pages.

Examples of good and bad patterns

Good patterns to use:

• example.com/company/city-name/company-name
• example.com/company/city-company-name

Bad patterns to avoid when possible:

• example.com/company/state/city/company-name — this adds an extra folder
• example.com/listings/area/region/city/company — too many layers

If you must have a deeper taxonomy for business reasons, accept that those pages further down will not get as much internal link power. Then plan external linking and internal navigation to support them.

What we do on our own sites

On our builds we usually keep the city in the slug and skip the state. We use an SEO plugin like SEO Press Pro for on-page SEO and the redirects module only when we need it. If an extra 301 plugin is installed, we try to remove redundant rules so they do not catch city paths by mistake.

We also watch for the common issue where a missing city archive URL ends up redirecting to the homepage. If that happens and we want the city to be a page, we create the page. If we do not want a city page, we let the URL either return a 404 or redirect specifically to a relevant page, not always the homepage.

Quick checklist you can follow now

• Decide whether you need city pages. If yes, create them and add unique content.
• Set permalinks to keep the company and city close to the root.
• Check redirect plugin settings and remove rules that catch city slugs by mistake.
• Test sample URLs and view response headers to see 301 or 302 redirects.
• Avoid adding the state slug unless a real use case exists.

Why do deeper URL folders receive less internal link equity?

Each layer in a URL divides the site’s internal linking structure. The closer a page is to the root, the more links and power it gets from the homepage and main navigation. Adding layers spreads that power thinner, so deep pages usually get less internal authority.

If a city slug redirects to the homepage, is that always bad?

Not always. If the city URL has no content and is not meant to be an index page, redirecting to the homepage is fine. It is only a problem when you expected the city path to hold useful content or collect links and rankings.

Should we add the state to the URL to avoid name conflicts?

In most cases no. Adding the state increases depth and usually does not help. City plus company name is enough to tell where a business is. Add the state only if you have real cases where city and company name conflict across states and you need that extra disambiguation.

How do we find which plugin or rule causes the redirect?

Test the URL in a browser and check the network headers for a 301 or 302. Disable redirect plugins one at a time and re-test. Check SEO plugin redirect modules and server rules in .htaccess or nginx. If you share an exact URL, we can usually spot the issue quickly.

What is the safest permalink structure for directory listings?

Keep it simple: example.com/company/city-name/company-name or example.com/company/city-company-name. Keep the listing as close to the root as your CMS allows and avoid unnecessary folders like /state/ or /region/ unless you have a reason to include them.

Final thoughts

We prefer short, shallow URLs for directory builds. City slugs that point to the homepage are often the result of redirect settings and not a deliberate design choice. Adding a state slug usually makes the URL longer without improving SEO for most cases. Set your permalink rules once, avoid deep taxonomies, and make sure redirect rules only handle the pages you actually move. That way our listings get more of the internal link power and perform better in search.