What is a gateway page?

Gateway pages (doorway pages) are low-quality pages created solely to rank for specific keywords and funnel users elsewhere. Avoid these as they violate guidelines – create valuable, unique content for each target keyword instead.

Understanding Gateway Pages in SEO

Gateway pages, sometimes called doorway pages, are built with the intention of targeting multiple keyword variations or geographic locations without offering unique content. For example, a business might create dozens of near-identical pages such as “Plumber in London,” “Plumber in Manchester,” and “Plumber in Birmingham,” with all of them leading to the same service page.

From an SEO perspective, these pages create a poor user experience because they don’t provide real, useful information. Instead, they exist solely to capture clicks. Google’s algorithms are designed to detect such practices and often demote or remove sites that rely on gateway pages from search results.

CMS Coverage

WordPress

In WordPress, gateway pages are sometimes built with plugins or templates that duplicate content across multiple location-based pages. While this may seem like a quick SEO tactic, it can backfire if not handled with unique, valuable content.

Shopify

Ecommerce stores may create gateway-like category pages with thin or duplicate content. Instead of doorway tactics, Shopify merchants should invest in rich product descriptions and unique landing pages that truly serve the customer.

Wix

Wix users sometimes fall into the trap of over-optimizing by producing multiple low-value landing pages. To avoid gateway issues, focus on high-quality, localized pages that answer user intent.

Webflow

With Webflow’s flexibility, businesses might be tempted to clone pages for different keywords. But long-term SEO success comes from original, user-centric content rather than repeating templates.

Custom CMS

In custom-built platforms, developers can generate hundreds of keyword-stuffed pages quickly. While technically easy, this approach risks heavy penalties. Instead, custom CMS owners should create structured, content-rich pages for each topic or location.

Industry Applications

Ecommerce

Some ecommerce brands used to create doorway-style product or category pages just to catch traffic. Today, Google rewards stores that provide detailed product information, reviews, and buyer guides instead.

Local Businesses

Local companies often overdo “city-specific” doorway pages that lead to the same content. A better approach is to create genuinely useful location landing pages with maps, testimonials, and localized offers.

SaaS

SaaS companies sometimes use gateway pages for different industries or niches. Rather than duplicating content, it’s more effective to build unique case studies or tailored solution pages.

Blogs

In blogging, gateway pages might look like multiple thin posts targeting slight keyword variations. Instead, bloggers should create one comprehensive, authoritative article that covers the topic in depth.

Do’s & Don’ts / Best Practices

Do focus on unique, valuable content for each landing page
Do create location pages that provide genuinely local information
Do use internal linking to strengthen your site structure
Don’t create multiple near-identical pages for keyword stuffing
Don’t rely on doorway pages as a shortcut for SEO growth
Don’t ignore Google’s guidelines on quality and user intent

Common Mistakes to Avoid

The biggest mistake with gateway pages is assuming that quantity outweighs quality. Many websites believe more pages equal more visibility, but when those pages don’t add unique value, they risk getting flagged by Google. Another common issue is creating duplicate or near-duplicate content across multiple locations or industries, which can dilute rankings instead of strengthening them. Businesses also fail by not replacing gateway pages with well-structured, user-friendly content hubs that serve search intent.

FAQs