The City of Urdaneta is located in eastern part of the Province of Pangasinan, situated on 15°56' to 16°0' latitude and 120°29' to 120°37' longitude. Traverse by the Manila North Road virtually bisecting the locality into the west and east side. The city is bounded north by the Municipality of Binalonan, south of villasis, east by Asingan and west by Sta. Barbara. The city is approximately 186 km. from Metro Manila, 70 km. from Baguio, and 40 km. from Lingayen.

Most commercial establishments in Urdaneta such as large department and variety stores, business and professional offices, hotels and theaters are found in brgy's Poblacion, Nancayasan and San Vicente. There are also food chains such as Jollibee, McDonald's, Cindys, Shakeys, Chowking and KFC. And offices of multinational companies, among which are those of Coca-Cola Phils., Pepsi-Cola, San Miguel Corp. and Nestle products. There are also malls in the city such as Magic mall and CB mall. SM Prime Holdings want also to put up a mall in the city.