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A required TypeScript content type can make it harder to publish fifteen rental-alert pages that differ only by a portal name: each page must carry portal-specific details before it can be rendered. But a schema cannot make those details true, useful, or compliant with Google’s policies. Research and editorial judgment still have to do that work.
Why a shared template needs portal-specific evidence
Daniel Pertu describes building fifteen landing pages for a rental-search alert service, each aimed at a different property portal. The engineering challenge is straightforward: share the layout without making the pages interchangeable. A page for Rightmove alerts, for example, should help a reader understand Rightmove’s search and notification process—not merely swap “Rightmove” into sentences written for every other site.
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Pertu’s design principle is that a page should exist only when its required claims can be filled with something true about that portal in particular. As he puts it: “If a field below cannot be filled with something true about this site and this site alone, the site does not get a page.” That is a useful editorial rule, not a guarantee of accuracy or search performance.
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In Pertu’s approach, the content model requires more than a title and a portal name. It makes page-specific research visible in the authoring workflow, while a shared template handles presentation.
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- Portal identity and market: which service the page covers and where it operates.
- Page copy: a hub blurb, title, description, H1 and standfirst.
- Native alert details: how the portal’s own notifications work and the source supporting those claims.
- A real search example: a valid search URL and the steps needed to set it up.
- Practical constraints: whether login is required, how results render, and whether the portal uses auto-replies.
- Specific FAQs and related-page slugs: answers relevant to that portal and links to other useful pages.
The template supplies the layout; it should not generate generic claims by inserting a portal name into a variable. A required field can expose missing information because the page cannot be fully authored without it. It cannot determine whether a filled-in statement is correct, current, or meaningful.
How this relates to Google’s doorway and scaled-content policies
Google’s Search spam policies describe doorway abuse as creating pages to rank for similar queries that lead users to intermediate pages less useful than the final destination. The policy also identifies scaled content abuse: producing many pages primarily to manipulate rankings rather than help people.
That context explains why pages that differ only by a noun are risky as a user experience. It does not mean that Google endorses Pertu’s TypeScript pattern, or that a schema makes a set of pages policy-compliant. The policy concerns the practice, its purpose and the usefulness of the pages. A structured content model is an implementation aid—not a safe harbor.
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Evaluate whether each portal deserves its own page
Before creating a page, assess whether it answers the portal-specific query directly and whether the distinctions can be supported with reliable information. These questions turn the “unique page” decision into an editorial test rather than a page-count target.
- Distinct information: Can you verify details about this portal that would matter to its users?
- Direct usefulness: Does the page explain how to use alerts on that portal, or does it mainly funnel readers to a generic destination?
- Source quality and freshness: Are claims about third-party features backed by a relevant source and a check date?
- Meaningful differences: Do alert behavior, setup steps, or other practical details actually vary?
- Maintenance: Is there enough lasting value to justify revisiting the page when portal features change?
If those answers amount to little more than changing the site name, the template is not the main problem. The page lacks a defensible reason to exist.
Make claims traceable and keep caveats visible
Pertu says he attached a source to each claim about a third-party service and displayed that source on the page. That practice gives readers a way to check operational details and gives editors a starting point when those details change. Add a check date where timing matters, since notification behavior and setup instructions can be updated.
The same principle applies to limitations of the product being promoted. Pertu’s OpenRent page, for example, described his own auto-reply feature as beta and advised readers to treat it as a fallback rather than the default. That is his product-specific judgment, not independent testing—but its inclusion illustrates why caveats belong on the page where they matter, even when they weaken a sales pitch.
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A portal catalogue can act as a single source of truth for page routes, hub listings, sitemap entries and related-page links. Pertu also describes resolving related slugs defensively, filtering out missing targets and self-referential links. That separation helps avoid navigation and indexing inconsistencies; it does not create editorial value by itself.
Enforcement details matter, too. Pertu says title and description limits were checked with a test that inspected generated pages. A comment in a TypeScript type may document an intended limit, but it does not enforce that limit unless code or a test actually checks it.
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OpenRent illustrates why details need attribution
Pertu’s article reports that OpenRent’s help center described email alerts as arriving up to once daily for new properties matching a search, with a property sending one notification when first listed. It also says the app offers faster push notifications and that enquiries use an on-site form. These are details reported in Pertu’s article, not independently verified here; check OpenRent’s current help information before relying on them.
The example shows why portal-specific fields can be useful: alert frequency, notification channels and enquiry steps are precisely the kinds of details a generic landing page can get wrong. It also shows the limit of the method: the presence of a field for “alert frequency” does not validate whatever text an author puts into it.
Plan for research, not just implementation
Pertu says the pages in his project took hours apiece, with much of that time spent reading help centers and constructing a real search on each portal. That is an account of his own project, not a productivity benchmark. It makes a practical point: the work required to create genuinely distinct pages may be mostly research and verification, not coding.
His article also describes Notifio as a desktop application that monitors a rental-search page every thirty seconds and alerts when it detects something new. That specification is the article author’s description, not an independently verified current service detail or product review.
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