Recognize pages that repeat a generic pitch
Two pages sharing a service is not enough to establish doorway abuse. The concern is whether their separate existence helps the visitor or merely repeats a search-targeted pitch. A useful location page answers an actual local buying question with supported details, rather than changing the city name above the same text.
Illustrative appointment business: two city pages repeat the same paragraph and send everyone to one generic enquiry form without explaining availability. A useful alternative states which appointments are offered for that service area, how the visit is arranged, the relevant travel or pickup conditions and where to confirm the details. Those facts must be real; invented local color would not solve the problem.
Require a distinct customer task and useful local evidence
A wording comparison alone is not a complete spam-policy diagnosis. Shared navigation, legal text and booking controls can be appropriate. Review the page’s purpose, original information, destination and overall site pattern before deciding to keep, combine or retire it.
Next, name the customer task each page solves that its neighbor does not. If the answer is only the search phrase or city label, reconsider the separate route and preserve legitimate URL decisions during that review.
Website field guide · When does a business need a separate location page? · Search intent
Reference: Google Search Central: doorway abuse. Checked November 4, 2026.