Best example of this is Starting locally within the coined suburbs of London, Ontario and stretching out the the neighbouring townships. The page content is determined by which url slug is rendering the page. So for arguement sake, if someone was to search "Concrete London Ontario" and go to the concrete-london-ontario page, they would get a different content experience to a query for "Concrete Restoration Hyde Park London, which would render a different version of the website, at /concrete-restoration-hyde-park-london. Super simple stuff right. Look best way to see this in action is to click here