What did Kintsu need from local search?
Kintsu treats patients from Gainesville, Centreville, and Woodbridge. One Manassas Park street address does not tell Google that.
The question gets asked a second way now. Someone asks ChatGPT or Google's AI who treats melasma near Manassas and gets a few sources back. Kintsu needed to be one.
The alternative was an agency city-page package: one template, the town swapped, eighty-eight times. Google calls those doorway pages.
Eighty-eight pages for eight towns
Eleven treatments across eight towns is eighty-eight squares, and every square had to be a page somebody wrote.
Eleven treatments, eight towns
A page for every treatment, in every town you serve
Someone in Woodbridge searching for a treatment finds a page written about Woodbridge, not one with the town name swapped in.
88 pages, written and live in one evening on September 2, 2026. Every one of them carries at least 350 words of its own before it is allowed to go live.
Eight towns
Eleven treatments and conditions
Sixteen town pages you already had moved onto the same design and kept their web addresses, so nothing you had already earned was lost.
We looked first. An audit on September 2, 2026 found 26 pages naming no place at all.
A sameness test, written before any copy. No page may overlap another in its own treatment line by more than 40 percent.
A profile answer engines can read. The site states its address, phone, hours, and the nine towns it serves, home base included, in the format search engines and AI assistants read. Being named in an AI answer comes down to three plain conditions, and the site now meets all three.
Being in the answer
Written so an assistant can read it out loud
Three plain things that put a practice inside the answers people now get from an app.
Your profile
Your address, phone, hours, map point, price range and the nine towns you serve, written where assistants read it.
Star ratings are deliberately left off. There are no real reviews yet, and an invented one is the fastest way to lose a patient's trust.A plain summary
A short version of the whole site, rebuilt every time the site is published.
Built, not yet live
A fix on September 3, 2026 added the 88 town pages the summary had been missing. It is built and waiting to go live.Answer-first writing
Every page opens with a short paragraph that answers its own heading.
That opening paragraph is the piece an assistant can lift and quote back to whoever asked.How do you build 88 town pages without building 88 copies?
We built the test before we wrote a word, and it killed our cheapest option.
The pages in that first draft overlapped each other by 52 to 85 percent.
The replacement costs more, because research, writing, and fact-checking are three separate jobs, done by three different hands.
How 88 town pages get written
A page for every town you serve, and none of them a copy
Three steps every page has to pass, and one whole attempt that did not.
Step one
We learn the town first
Each page is written about that town and that treatment, not about nowhere in particular.
Step two
A second set of eyes
Someone who did not write the page reads every claim in it. Nothing on this job marks its own homework.
Step three
A sameness test
At least 350 words of its own on every page, and no more than 40 percent overlap with any other page.
The attempt we threw away
The cheap first attempt
Drafted with cheaper writing tools. It passed every mechanical check and failed the sameness test, so none of it reached the live site.
Stopped on purpose
The sameness test runs as part of the build, so a new page cannot skip it.
Why we spent more on the town pages
We would spend the money again. A page that reads like a knowledgeable neighbor costs more than a template. The template page is the one that never gets found.
What went wrong
One build step copied the home page's search listing onto other pages. Our own check caught it the same week, and we added a second check matching every page's listing to its own address.
Every page carried the same invented "last updated" date. The build could not see when each page actually changed, so it guessed. The build now refuses to guess. That fix is built and waiting to go live.
A June promise had not survived to September. A Google Business Profile link was written down as delivered in June, and was missing in September. We put the link back. The profile claim itself is still unconfirmed.
Results
Measured
| Item | Value |
|---|---|
| Town pages live | 88, across 11 treatments and 8 towns |
| Older town pages kept, addresses intact | 16 |
| Pages listed for search engines | 146, up from 46 in June 2026 |
| Site audit score | 52 percent in April 2026 to 64 percent in July 2026 |
| Instant search-engine notification | 146 pages accepted; built, not yet live |
Not yet measured
Not yet measured. No ranking, impression, click, or booking figure tied to this work exists today. The 64 percent audit has not been re-scored since the September fixes. Two numbers will judge these pages: organic sessions from Google Analytics, and the impressions and clicks the 88 pages earn. The full Kintsu write-up lists everything else we publish.