Optimizing Website Structure for Businesses Offering Multiple Services

The provided source materials address the question of whether businesses offering multiple services should utilize a single website or multiple websites from an SEO perspective. The data indicates that structuring a website with separate pages for each service can positively impact SEO by providing multiple entry points for indexing and allowing for targeted keyword optimization. However, the sources also discuss scenarios where multiple websites might be appropriate, particularly for geographically diverse businesses or those with unrelated service offerings. The analysis of 2,400 UK service businesses highlights the importance of local SEO for businesses with multiple locations.

The Benefits of Dedicated Service Pages on a Single Website

According to one source, creating a separate page for each service offered allows for multiple entry points to a website, increasing the number of pages indexed by Google. This, in turn, can boost overall SEO performance. The core principle is that each service addresses a distinct customer need, and dedicated pages allow for focused optimization using keywords specific to that service. A resource from Virtual Stacks emphasizes the importance of fully explaining each service on its dedicated page and optimizing for relevant keywords.

Geographic Targeting and Service Area Pages

For service businesses operating in multiple locations, the data stresses the importance of creating unique pages for each geographic area served. This allows Google to associate the business with multiple service areas when potential clients search for nearby services. However, the sources caution against “spamming” location keywords; instead, businesses should naturally incorporate location information into the page content. Indispensable Marketing suggests creating pages with keywords specific to each location.

Considerations for Multiple Websites

The source materials present conflicting guidance on the effectiveness of multiple websites. One source, a Stack Exchange post, details a plan to create multiple websites, each dedicated to a single service, linked from a main “hub” site to avoid duplicate content concerns. However, other sources suggest that a single, authoritative website is generally preferable. Startups.com indicates that combining services on one website is often the best approach, particularly for related services, as it builds a stronger brand and simplifies management. WorldLight Media notes that multiple websites can be beneficial if products or services are unrelated to the main business and cater to a different target audience.

Keyword Strategy and Multiple Domains

The Gray Company outlines a multiple-domain SEO strategy, suggesting two primary approaches: using the same keyword strategy with different branding and web copy, or targeting entirely new keywords by landing page. The latter approach involves identifying keywords that different user groups might use, even within the same industry. For example, the difference between “sweater” (American English) and “jumper” (British English) illustrates the potential for targeting different keywords based on regional variations. The use of canonical tags is recommended when identical content appears on multiple pages.

Industry-Specific SEO Relevance

An analysis of 2,462 UK service businesses reveals varying degrees of SEO relevance across different industries. Construction companies and electricians were identified as having “high” SEO relevance, with strong competition for city-specific keywords and “near me” searches. This suggests that businesses in these industries should prioritize local SEO and keyword optimization. The data reflects the situation as of October 2025.

When Multiple Websites May Be Appropriate

According to WorldLight Media, multiple websites can be advantageous for businesses operating internationally, allowing for targeted content and compliance with local laws and policies. Additionally, multiple websites may be suitable for businesses offering unrelated products or services to distinct target audiences.

Potential Drawbacks of Multiple Websites

The Gray Company acknowledges that a multiple-domain strategy is more costly but offers a potentially higher payoff. The sources do not detail specific negative impacts of multiple websites beyond the increased cost and complexity of management.

Conclusion

The available data suggests that for many businesses offering multiple services, a single website with dedicated pages for each service is the most effective SEO strategy. This approach allows for targeted keyword optimization, increased indexation, and a stronger brand presence. However, businesses operating in multiple geographic locations should create unique pages for each location, and those with unrelated service offerings or international operations may benefit from multiple websites. A multiple-domain strategy requires a significant investment and careful keyword planning. The analysis of UK businesses highlights the importance of local SEO for service-based businesses.