Useful service and local information
Write pages that answer real questions about a service in an area the business serves. Explain the scope, relevant constraints and details that help a visitor make an enquiry.
Use accurate service areas and business information. Do not invent offices, local jobs, customer reviews or location-specific claims. Changing only a suburb name is not enough to make a useful, distinct page.
Clear search information
Give each page a descriptive title, meaningful headings and relevant internal links. Keep canonical URLs, status codes, sitemap entries and structured data consistent with the actual page and business information.
Search-friendly implementation supports discovery; it does not guarantee a ranking or a particular number of enquiries.
Preserve useful URLs
When changing a website, record existing destinations and map them to relevant replacements. Where a redirect is required, send visitors to a page that answers the same or a closely related question. Test historical links as well as the main navigation.
Keep development pages separate from the customer website and use indexing controls appropriate to each environment.
Further reading
- Google Search Essentials (opens in a new tab)
- Google spam policies (opens in a new tab)
- Google website migration guidance (opens in a new tab)
Reference date: 29 September 2026.