SEO glossary · Updated
Doorway pages: what Google counts as doorway abuse
Doorway pages are sites or pages made to rank for specific, similar searches that funnel visitors to a less useful page, which Google's spam policies call doorway abuse.
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Doorway pages are pages created to rank for a set of similar searches, where each page is a near-copy and the real destination is somewhere else. Google's spam policies call this doorway abuse.
Examples Google gives
- Having multiple websites with slight variations to the URL and home page to maximize their reach for any specific query.
- Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page.
- Pages generated to funnel visitors into the actual usable or relevant portion of your site.
- Substantially similar pages that are closer to search results than a clearly defined, browsable hierarchy.
When location pages cross the line
| Fine | Doorway |
|---|---|
| A page for each real branch, with its own address, hours, team, photos and directions | "Plumber in [town]" pages for 200 towns with only the name swapped |
| A service-area page that lists the areas you cover | A page per suburb with no unique information |
| City pages with genuinely local information, prices or availability | Pages that exist only to rank and link to the same contact form |
What to build instead
- One strong page per real service.
- One page per real location, with information unique to it.
- A clear list of the areas you serve on the service page.
- For local rankings, a complete Google Business Profile; see the local SEO guide.
FAQ
Are city landing pages doorway pages?+
Not if each has unique, useful information for people in that city, such as a real office, local prices or local availability. They are if they're the same page with the town name swapped.
What happens if Google finds doorway pages?+
Google says sites that break its spam policies may rank lower or not appear in results, and a manual action may apply.
Sources
- Spam policies for Google web search — Google Search Central (2026-08-28)
- Tips to improve your local ranking on Google — Google Business Profile Help
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