If you’re wondering whether your blog posts should include the cities you serve, you’re not alone. At Hero Marketing Agency, we hear this question all the time—and for good reason! Business owners and marketing teams want to rank well in local searches, and mentioning cities seems like a no-brainer.
But here’s the catch: while city names can absolutely help your SEO, they need to be used strategically, not just sprinkled around like confetti. When done right, including cities in your blog content can support your local visibility, build topical authority, and create opportunities for internal linking. Done wrong? It can backfire and get flagged as spammy or low-quality by Google.
Let’s break down when, where, and how to include cities in your blogs—and what you should prioritize first.
Step One: Build Your Core Local Service Area Pages First
Before you even think about writing location-based blogs, your foundation needs to be solid. That starts with dedicated service area pages—these are not blog posts. These are static, optimized landing pages that target the core services you offer in each city you serve.
Examples:
- “AC Repair in Allen, TX”
- “Furnace Installation in East Windsor, NJ”
- “Plumbing Services in Chicago, IL”
These are your money pages—they’re designed to attract search traffic from local customers who are ready to buy or book a service. These pages should be optimized with:
- Your main service keywords + city
- Clear and compelling service descriptions
- Calls to action
- Google Maps embeds
- Local Business schema markup (structured data)
- Customer reviews/testimonials
- NAP (name, address, phone number) consistency
These pages are essential for local SEO and conversions. Once these are in place, it’s time to let your blog go to work.
Step Two: Use Blog Posts to Support Your Local SEO (Smartly)
Once your core local pages are live, you can use blog content to amplify your relevance and reach people at different stages of the customer journey. But there’s a strategy to it. Your blog strategy should fall into two main categories: location-reinforcing posts and general service/FAQ posts.
1. Reinforce Location Relevance with Smart City Mentions
You don’t need every blog to scream “AC Repair in [City]” in the title. In fact, doing this too often can look spammy. Instead, write naturally helpful, informative content that includes your city and service in context.
Examples:
- “How to Prepare Your AC for Summer in Allen, TX”
- “Why East Windsor Homeowners Shouldn’t Skip Winter Furnace Maintenance”
- “Common HVAC Mistakes to Avoid in Palatka, FL”
These blog posts help in three keyways:
- Add geo-relevance to your website, telling Google that you’re active in those areas
- Capture long-tail, city-based search queries that your main service page may not cover
- Provide valuable internal linking opportunities to your primary city pages
Pro Tip: Keep these posts occasional and purposeful. Don’t flood your blog with keyword-stuffed city names. Google values quality over quantity every time.
2. Write General Service Blogs to Build Topical Authority
While city-specific content is useful, the bulk of your blog strategy should focus on non-location-specific questions and service-based content. These are the kinds of posts that:
- Target long-tail keywords
- Build credibility and expertise
- Educate your audience at every stage—from awareness to decision-making
Examples:
- “How Often Should You Change Your HVAC Filter?”
- “5 Signs Your AC May Need More Freon”
- “What Is a SEER Rating and Why Does It Matter?”
These types of blogs are evergreen, meaning they stay relevant over time. They also allow you to rank for organic search terms that bring in traffic from a broader area, not just one city. And they position your brand as a helpful, trustworthy resource.
Key Benefits of Mixing Location and Non-Location Blog Content
Here’s why it pays to have a balanced blog strategy:
- Improves Local and Organic Visibility
Location-based blogs help you rank for long-tail local queries, while general service blogs expand your overall reach.
- Strengthens Internal Linking
You can link from blog content to your main service area pages, boosting SEO and guiding visitors to the right conversion pages.
- Enhances User Experience
Answering real questions and offering helpful advice builds trust. People are more likely to choose a company that educates them first.
- Avoids Keyword Cannibalization
If every blog tries to rank for “AC repair in [City],” you’re just making pages compete with each other. A balanced strategy avoids this issue.
Final Thoughts: Yes, But Do It Right
So, should your blogs include the cities you serve? Yes—but not all of them, and not all the time. The smartest strategy is to lead with well-structured, SEO-optimized service area pages and then use your blog to support and expand on that content.
Here’s your blog content checklist:
- Start with strong service area pages targeting your main keywords + cities
- Occasionally write location-based blogs that feel natural and provide value
- Focus most of your blogging effort on general FAQs, how-tos, and informative content
- Use internal links to drive traffic to your core service pages
- Avoid keyword stuffing and repetitive formats
At Hero Marketing Agency, we specialize in helping businesses strike that perfect balance. Whether you’re just starting out or looking to fine-tune your content strategy, we’re here to guide the way— with heart, hustle, and a whole lot of marketing know-how.
Need help planning your blog content? Let’s talk strategy.
