Doorway Pages
Doorway Pages is an SEO topic covered in SeoWiki.
Key takeaways
- Doorway pages are usually built to rank for one keyword, a set of similar queries, or a location variant.
- They often contain little original value and may be thin, duplicated, or only minimally changed across many URLs.
- A common pattern is to use the page as an intermediate step that redirects users to another page or final destination.
Doorway pages are a spam tactic in Google’s policies, so they can waste crawl budget, dilute site quality, and create ranking risk. For SEO teams, the main job is to avoid thin, near-duplicate location or keyword pages that exist only to capture search traffic and funnel users elsewhere.
Example
Doorway pages are usually built to rank for one keyword, a set of similar queries, or a location variant.
Quick start
- Define the goal for this topic.
- Check the live SERP format.
- Improve one page that matches the intent.
- Measure in Google Search Console.
Common mistakes
- Treating the topic as a one-time task
- Ignoring search intent
- Copying tactics without checking your SERP
Next step
FAQ
What is a doorway page in SEO?
A doorway page is a webpage created specifically to rank for a particular search query and then funnel users to another page, often without providing unique value itself. Google considers this a spam tactic.
Are doorway pages illegal?
Doorway pages are not illegal, but they violate Google's spam policies. Sites using them risk manual penalties, ranking drops, or removal from search results.
How do I know if I have doorway pages?
Look for pages that are nearly identical except for a keyword or location, pages that immediately redirect, or pages with very thin content that exist only to rank for a specific term.
What is the difference between a doorway page and a landing page?
A legitimate landing page provides unique, valuable content tailored to user intent. A doorway page exists primarily to manipulate search rankings and often redirects users elsewhere.
Related topics
Sources
- Google Search Central - Cómo NO optimizar tu sitio web: doorways o páginas puerta — Direct Google guidance explaining doorway pages as an SEO tactic that adds no user value and redirects users.
- Google Search Central - Spam policies: Doorway abuse — Official policy definition of doorway abuse and the clearest authoritative source for compliance.
- Google Search Help thread - doorway pages explanation — Plain-language Google explanation of why doorway pages are harmful to users and search quality.
Reviewed by Lucía Marín, Founding editor.