How a Custom GPT Helped Scale beMarketing’s Location Page Workflow
Location pages are an important part of an SEO strategy. They help businesses rank for geo-specific searches, boost visibility in local search results, and drive relevant traffic.
But writing them at scale? That’s a whole different story.
Each location page needs unique, optimized content, the right keywords, and a tone that feels engaging and natural—all while juggling multiple locations and multiple writers. And when the demand for location pages surged, our content team needed a way to produce more work faster.
This case study explores the combined success of their multi-channel marketing strategy, encompassing SEO, social media marketing, paid search advertising, and email marketing.
The Challenge
Our long-form writers were asked to double (sometimes triple) our location page output. In some extreme emergencies, we had to produce a full year’s worth of pages in under a week, throwing everything else off track and draining resources.
Before, writing the location pages for a single client took about three hours from research to drafting to optimization. Initially, this worked because we only wrote three pages per client per quarter. But when that workload increased to three pages per client per month, the process became unsustainable.
We tried reducing the workload from three to two location pages per client monthly, but even that still doubled our original volume. We needed a way to slash production time without sacrificing quality, consistency, or value.
The Solution
At first, we experimented with basic AI tools to help write location pages, but the results were inconsistent. Different team members used different prompts and editing styles, leading to unpredictable content quality.
So, we built a custom GPT specifically for writing location pages. It took several iterations and fine-tuning, but we eventually got it to produce the content we needed. The process included:
1. Defining the Writing Style & Structure
To ensure the GPT produced human-like content, we:
- Refined tone & style: Created detailed instructions for a professional yet conversational writing style—clear, concise, and engaging without fluff.
- Added sentence variability: Designed the GPT to mix short, punchy sentences with longer, more descriptive ones for a natural, engaging flow.
- Eliminated robotic phrasing: Iterated instructions to remove overused phrases and forced friendliness, ensuring content felt authentic and dynamic.
2. Standardizing Best Practices
To make sure every page was SEO-optimized, we programmed the GPT to:
- Integrate Keywords: Use Keyword 1 and Keyword 2 exactly twice, naturally within the content, and spaced at least 100 words apart to avoid keyword stuffing.
- Optimize Headers & Structure: Follow a consistent location page format using H1, H2, and H3 headers for readability and SEO.
- Ensure Internal Linking: Automatically include the provided internal link in a natural, relevant way. There is an automatic preference to include it toward the end, but superiority is given to natural inclusion.
3. Embedding Flexibility for Power Users
Of course, this is a general use case applicable to different clients. As such, the GPT must be adaptable for different brands:
- Customization: Skilled team members can tweak the prompt for a more formal, playful, or technical tone as needed.
- Supports website referencing: When provided with a website link, the GPT incorporates relevant brand details to enhance accuracy.
- Prompt templates for consistency: Created a standardized input format so every writer uses the same structure, preventing inconsistencies.
The Results
Since launching our custom GPT, our workflow has gone from stressful and slow to one of the easiest parts of our job.
- Time Savings: Writing a single location page went from two hours to just 30 minutes, including editing—more than 50% reduction in time.
- Scalability: Large-scale location page projects that once took weeks now take a single day without disrupting work for other clients.
- Consistency & Accuracy: Every page follows SEO best practices while maintaining a natural, engaging tone, even when written by interns or junior writers.
- Improved Productivity: Our team now focuses more on editing and strategy rather than spending hours on repetitive content creation.
Conclusion
The development of our custom GPT has cut production time dramatically and allowed us to scale up content production while improving quality and consistency. As we continue refining the GPT, we anticipate even greater efficiency gains, ensuring our content remains impactful and SEO-friendly.
