Compliance & regulatory
Doorway page
A page built primarily to rank for SEO and funnel users elsewhere.
A doorway page is a page built to rank for a specific search term, then funnel the user to a different destination (an offer, a sales page). Google has explicit anti-doorway rules and de-indexes them when caught. Doorway pages are not the same as legitimate landing pages — the test is whether the page provides standalone value.
Example
150 city-specific 'best mortgage broker in [city]' pages, each 400 words, all redirecting to the same broker's quote form. Classic doorway — de-indexed in 2024.