Doorway Pages In SEO
Doorways are sites or pages created to rank for specific, similar search queries. They are bad for users because they lead to many identical doorway pages in user search results, where each result leads the user to the same destination. They also lead users to intermediate pages that are not as useful as the final destination.
Here are some examples of doorways:
- Having multiple domain names or pages targeting specific regions or cities sends users to one page
- Pages are created to send visitors to an actual usable or relevant part of your site(s).
- Substantially similar pages that are closer to search results than a clearly defined, navigable hierarchy
Doorway pages for SEO – Background
Before 2015, landing pages were very common practice on websites. They are used to help websites rank better in search results. Includes invisible text that search engines can read, but not humans. Keyword stuffing and now dubious practices were used to trick search engines and boost a website’s SERP ranking.
Many of the tactics used on landing pages fall under the definition of closing in SEO. They are a way to trick search engines into sending portal traffic to websites, even if they don’t provide value to the searcher.
Doorway pages Vs Landing Pages
Unlike landing pages, portal pages include multiple keyword variations, links to similar pages, and sometimes functions that redirect web users to other locations. In short, doorway pages are used to get website traffic but block web users who want to get a product directly or find an answer to their question.
Doorway page styles vary and often look similar to landing pages. A key difference between landing pages and portal pages is the value they provide to website visitors. Google’s definition of doorway pages includes:
- Creating multiple domain names, subdomains, and multiple sites with the sole purpose of increasing ‘search footprint’ for groups targeting keywords, phrases, or geographic areas.
- Creating lots of ‘thin content’ pages aimed at driving visitors to the useful part of your website.
- Creating duplicate pages for a keyword or specific variations of a keyword without matching a clearly defined browser hierarchy or providing value to the searcher.
On the other hand, landing pages provide specific and relevant information to a website user. They aim to deliver content that supports the searcher’s intent, whether it’s to learn something new, buy a product, or complete a specific action. When landing pages are optimized, they rank well and internet searchers don’t have to jump through as many hoops to get what they want.
Updating doorway pages to boost SEO
Once Doorway pages are identified, you have two options to mitigate the damage they cause to your SEO: remove them entirely or modify them so that they provide value to website visitors.
Adding value to the searcher means investing in better content or allowing searchers to complete their search intent. If your service is booking for their location, run it at the doorway page instead of sending users to a central booking page. This also means removing from your website SEO cloaking techniques designed to trick search engines – redirects, multiple domain names, invisible text, etc.
Removing your website from spam pages, cloaking techniques, and other black hat SEO practices has many benefits for your brand. You’ll increase your website’s credibility, reduce SEO-damaging duplicate content, and attract searchers interested in what you have to offer. Legitimate SEO strategies support your business goals and help search engines do their job. This alone makes it worth your time to address the doorway pages and other poor SEO tactics used on your website.
Doorway pages may seem innocuous. Many websites before 2015 used this tactic to rank well in SERPs. Today, landing pages are another black hat SEO tactic that can ultimately harm your digital strategy. Even if it works for a while with Google’s spiders, you’ll eventually get unstuck. Google’s third-party quality raters are human and look for websites that don’t deliver what they promise. They are also keen to identify websites that make it easy for internet searchers to do what they want in as few clicks as possible. Best SEO practice is about helping website visitors, providing value, and making search engines aware of it.
