The importance of the url your doorway page points to:

• If generating or creating a "doorway" page, always create one or more hyper links to another page found on your site which includes more detail about the keyword topic. 
• Creating page names which include your keyword such as blue-widgets.htm can help increase relevance on some engines. Most generally do not care what you name a page, but naming them based on the keyword you are targeting won't hurt.
• The visible text portion of a link should always include your keywords when possible.
• Advanced Formatting/Linking Tip: Infoseek recently started discouraging the practice of creating a "bridge" page that's sole purpose is to link to another page. In reality, nearly all pages on the Web link to other pages. Therefore, this little known policy is very ambiguous and subject to much interpretation.

If you wish to "cover your bases" when creating pages designed to rank well, a good technique is creating "doorway" pages. In addition though, try to use a similar aesthetic style to other pages on your site when you have the extra time to do so. That way the page will look less like a generic "doorway" or "bridge" to your home page and more like an integrated part of your Web site. When the page contributes content to a site, it cannot possibly be discounted simply as a bridge page that does not add any value to a search engine's database.

One way to accomplish this goal is to use the same or similar menu structure used on the rest of your site and provide links to other areas besides just your home page. Provide real and useful content on your doorway page, not just advertising "fluff." Use similar company logos, graphics, and colors on the doorway page that you use elsewhere on your Web site.

In addition, avoid the practice of making many mirror copies of your home page and then simply changing some of the keywords and meta tags. Search engines dislike pages that are extremely similar in content, particularly if a single search brings up 5 copies of basically the same content. That can red flag you to the engine as a "spammer" even if you do it unintentionally. 

It's difficult for search engines to "automatically" detect most of these things and most do not even attempt it. However, if a competitor of yours complains to a search engine that you are abusing the system and the search engine actually follows up with the complaint (generally a rare event), then structuring the look of your pages properly can help avoid the possibility of some of your pages being removed from the index. 

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