What doorway pages are
Google's spam policies describe doorway abuse as pages created to rank for specific, similar searches that funnel users elsewhere or offer little unique value — and give "multiple pages with similar content targeting specific regions or cities" as an example. Swapping the town name into the same template is the classic version.
Apart from search risk, they're bad for customers: someone reading "the best plumber in Springfield" on a page that says nothing about Springfield learns nothing.
When a separate location page is justified
Ask these questions. The more "yes" answers, the stronger the case.
| Question | Example of a genuine yes |
|---|---|
| Do you have a physical location there? | A second office or depot with its own address and hours |
| Is the service different there? | Different regulations, permits or housing types you actually handle differently |
| Is there a different team or contact? | A local crew with its own number |
| Is pricing or availability different? | Published different call-out fees or days |
| Can you show real local work? | Genuine, permitted project examples from that area |
If you answer "no" to all of them, a separate page per town probably isn't adding value.
The safer default for most small businesses
- One clear "Areas we serve" section or page listing the towns, postcodes or a map of the area you actually cover.
- Service area set in your Google Business Profile, consistent with the website; see Google's business representation guidelines.
- Strong service pages that answer buyer questions — see how to structure a service page — mentioning your area naturally.
This is easier to maintain and more honest about what you offer.
If you do create location pages
- Lead with what's specific: the address, the team, local conditions, real examples.
- Don't claim offices, licences, reviews or projects that don't exist.
- Don't copy the same text with the name swapped; write each page for its readers.
- Link to them from a sensible place (a locations page), not from a footer of fifty links.
- Keep them up to date. A page for an area you no longer serve should be removed or redirected.
What we do on MendRev sites
We don't invent service areas, offices or local claims. If you serve a list of towns, we show it clearly; we'll suggest a separate page only where you have genuinely distinct information to put on it. Local search basics are covered in local SEO for home-service businesses.
Questions
Is it wrong to list towns I serve?
No. A clear list of areas you actually serve, on a service area or contact page, helps customers. The issue is many separate pages that differ only by town name.
How many location pages should I have?
As many as you have genuinely distinct things to say about — often none or a few for a small business. Quantity isn't the goal.
Sources and further reading
- spam policies developers.google.com
- Google's business representation guidelines support.google.com
Official documentation changes. Check the current version before you rely on a rule, limit or setting.
Next step
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