Gateway pages (also called doorway pages) are low-quality pages created solely to rank for specific keywords and funnel users to a different destination. Google explicitly penalises this tactic. Not all location pages are gateway pages — the difference is whether they offer unique value.
What are gateway pages?
Gateway pages, also known as doorway pages, are pages created specifically to rank for particular search queries with the sole purpose of funnelling users to a different destination. They typically offer little to no unique value, are often duplicated across multiple keyword variations, and exist purely to capture search traffic.
Google explicitly lists doorway pages as a violation of Google Search Essentials. Sites using them risk manual penalties or algorithmic demotion.
Examples of gateway pages
- 50 nearly identical pages targeting "plumber in [city name]" — same content, only the city changed
- Thin pages that immediately redirect users to a different page via JavaScript or meta refresh
- Keyword-stuffed pages with no real content, just a prominent "click here" button
- Automatically generated pages from templates with no human review or customisation
Gateway pages vs legitimate landing pages
Not all location-specific or keyword-targeted pages are gateway pages. The difference is whether they offer unique value:
- Gateway page — 50 pages with identical content, only the city name changed, all linking to the same booking page
- Legitimate landing page — a page for each city with the local address, local customer reviews, area-specific service details, and a map
If each page can stand on its own as a useful resource, it is legitimate. If a page exists only to capture a keyword and funnel traffic, it is a gateway page.
Why Google penalises gateway pages
- They violate Google's mission — Google wants to deliver the most relevant, useful result. Gateway pages promise one thing and deliver another.
- They create a terrible user experience — users click expecting useful content and find a thin page that funnels them elsewhere.
- They manipulate search rankings — gateway pages exploit keyword targeting without providing value.
- They can trigger site-wide quality issues — a large number of gateway pages can affect even legitimate pages on the same domain.
How to fix accidental gateway pages
- Identify templated pages — crawl your site and look for pages with high content similarity
- Add unique local content — address, reviews, service area details, local contact info, map
- Consolidate thin pages — if you cannot create unique content for each keyword, merge them into fewer comprehensive pages
- Submit for reconsideration — if you have received a penalty, fix all issues and submit a reconsideration request through Search Console
If you cannot create unique content for a keyword, do not create a page for it. The rule is simple: every page should have unique value. If a page exists only to capture traffic, it is a gateway page — and Google will eventually catch it.
Are all location-specific pages gateway pages?
No. A location page with genuine local content (address, reviews, service area, local contact info) is legitimate. A page with identical content to 50 others, differing only in the city name, is a gateway page.
Has Google penalised sites for doorway pages recently?
Yes. Google continues to enforce doorway page penalties. The January 2025 doorway pages update was a specific algorithmic action against sites using this tactic.
Can I fix gateway pages or do I need to delete them?
You can fix them by adding unique, valuable content to each page. If you cannot create genuine unique content, it is better to delete the page and redirect to the most relevant comprehensive page.
James is the founder and CEO of iNet Ventures, bringing over two decades of experience in SEO, link building, and online growth. He has helped online agencies scale through white-label solutions and has overseen the delivery of 25,000+ links, combining proven strategies with AI-driven workflows to drive efficient, long-term results.
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