Here's a question: how many towns do you work in? If it's more than one, how many of them have their own page on your website?
For a lot of contractors the answer is none. The site names the home town, maybe lists a few more in the footer, and that's it.
How Google Decides What to Show
When someone searches "concrete contractor in Clinton Township," Google looks for the page that best matches that search. If your site only talks about Sterling Heights, there's no page of yours about Clinton Township, even if you pour driveways there every week.
A town page fixes that. It names the town, talks about the work you do there, and makes it easy to call. Google sees a page about concrete work in Clinton Township, and so does the homeowner.
Which Towns Deserve Their Own Page
Towns you really work, now. Not towns you'd take a job in if one came up, and not towns you've never been to.
Towns you can write about honestly: the houses, the problems you see there, a job you did, the city's permit rule. If you can't write three true sentences about a town that wouldn't fit any other town, it isn't ready for its own page yet.
Towns that match your Google Business Profile's service area. Your site and your profile should list the same towns.
Start with the towns you get the most calls from. Add the rest as you have real work to show there.
Which Ones Don't
Towns you'd only list to show up there. A copy of your home-town page with the name swapped is what Google's spam policies call doorway abuse: pages targeted at specific cities that funnel visitors to one page. Google says sites that break its spam policies may rank lower or not show up at all (Search Central, "Spam policies for Google web search").
Small towns next door can share a section on a nearby town's page, or a county page, until you have real work to write about there.
More Pages Isn't the Goal
It's tempting to treat this as a numbers game: 20 towns, 20 pages. It isn't. A dozen pages that each say something true and specific about a town are worth more to a homeowner than fifty that say the same thing.
New pages usually start showing in Google within weeks 3–6, and nobody honest can promise where they'll rank. Build the pages you can stand behind, link them to each other, and add more as the work comes in.
