One page per municipality without duplicate content: the method we measure

An agency is found near its address thanks to its Google profile. To be found in neighbouring municipalities, it needs one page per municipality on its website. The idea is sound; the execution often fails in the same place: the pages look too alike.

The reflex is understandable. You write a careful page for one municipality, then copy it with another name. To Google, the result looks like a series of pages built to rank for similar searches, adding nothing beyond the first one.

What Google calls doorway abuse

In its spam policies, Google describes doorway abuse: pages created to rank for specific, similar search queries, which lead users to intermediate pages that are less useful than the final destination. Source: Google Search Central, retrieved 31 October 2026.

A municipality page is therefore not a problem in itself. It becomes one when it offers nothing specific to its municipality.

What we measured on seven pages

In October 2026 we prepared seven municipality pages for an agency in western Brussels. The first version followed a shared template. Before publishing, we measured how much of each page appeared word for word on another one:

• first version: 20 to 52% of text shared with another page;
• after rewriting: 5 to 10%;
• the only element still shared: the structure of the main heading.

What was rewritten for each municipality: the introduction, the valuation section, the reasons to choose the agency, the documents to prepare, the rules on registration duties and on leases, and the answers to frequent questions.

Start with the municipalities that matter

Not all municipalities carry the same weight. For the same agency, Google Ads volumes for September 2026 showed 1,600 monthly searches for “maison à vendre Dilbeek”, against fewer than 250 for seller searches in that municipality. Pages are created in the order of those volumes, and each page first answers the most frequent intent.

That is the core of our real-estate SEO service: one page per target municipality, different from the others, measured before it is published.

What a municipality page should contain

• An introduction specific to the municipality, saying what the agency actually does there.
• Properties for sale or to let in that municipality, pulled from your software.
• A valuation section, with a link to your form.
• The rules a seller or landlord in that region needs: registration duties, leases.
• A few frequent questions asked by your clients from that municipality.

Prices, time to sell or properties sold are only written if they are measured and sourced. Otherwise, it is better to give no figure than to publish an estimate presented as fact.

A municipality page is also judged over time. We track its position every month on the searches for its municipality, and we add to it when the same question keeps coming up from your clients. A page that has not changed in a year ends up ageing, especially when the rules it quotes have changed.

What a client says

What to remember

• A page per municipality helps you be found beyond your address.
• Pages copied from one another look like doorway pages.
• Duplication is measured before publishing, not after.
• Handle municipalities in the order of their search volume.

Want to know whether your municipality pages look too alike? We measure their overlap page by page. Request a free audit or get in touch.