If you have a contractor website that has exactly the same content page after page with the only distinguishing difference being a city or zip code you are in trouble.
Google’s Penguin update specifically addressed this issue. You know what I am talking about right? You see sites that try and make sure they get found in every nook and cranny of every market they operate in. Problem is, with Penguin the penalty for duplicate content will not only affect the specific offending page, but the site overall. So if you thought it was cool to have 50 pages exactly the same…fear the penguin.