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My company is a plastic surgery office and I am trying to decide whether to purchase unique URL's for each specific service along with my location, or just use my current website and optimize for each sub-directory.
Any information would be greatly appreciated.
You have a site, build on it. As long as it's optimized well, the subdirectories should work just fine. That allows all link building, marketing, dev time and site admin to be as efficient as possible. Plus having a bunch of unnecessary domains just for the sake of ranking is rather spammy, high risk strategy. I would not do that with any business I really cared about.