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подмена h1 на странице товара

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Всеем привет , подскажите , замечал на многих сайтах подмену h1 на странице статьи , в зависимости от категории статьи ( ну или что-то подобное)

например мойсайт/tambov/holodilniki, при поиске в яндексе  на запрос холодильники тамбов - выводит страницу holodilniki с h1 и html для города тамбов , и так по другим городам . 

подскажите как сделать ?

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