What is a doorway page in SEO?

What is a doorway page in SEO?

Using doorway pages may seem an ideal way to rank a site, but are they really the best way to boost your SEO value?

An open door representing SEO doorway pages.

Seeing as though Google is beginning to heavily penalise sites that use doorway pages, it’s not worth the risk. They are no longer seen as a valuable way to boost your SEO. Doorway pages are essentially low-quality pages or websites that are carefully optimised to rank well in search engines for the right keywords.

As the name suggests, doorway pages act as a connection between a website’s visitors, and it’s content. The only purpose of these pages is to boost a site’s SEO value, as they offer very little to a visitor. Considering the strict nature of Google’s guidelines, doorway pages could negatively affect your site.

Having one or multiple doorway pages could mean your web pages may not rank anymore and your traffic could plummet dramatically. It’s essential that you remove them or reassess their usefulness to ensure your visitors and potential customers get the most value out of your site.

What do doorway pages look like?

Sometimes, we can be unaware that our site has doorway pages. Pages that are heavily content-based could be the culprits, and we may not even realise. Identifying a doorway page early on could save you the hassle and trouble of losing customers later down the line.

A page may appear to be correctly optimised for a range of products on the surface, but it may not directly link to any products. Instead, it may point to another page that contains these product links; it takes a customer longer to find what they need.

Let’s use an example. You have an ecommerce site selling home furniture. Your doorway page is heavily optimised for the term “coffee tables”. This short phrase makes your page rank well, but when a user clicks on a link, they don’t actually find the list of coffee tables they expected.

Instead of the products they expect to see, they are directed to another landing page. This page contains links to further pages in the site where they can find different coffee tables that are actually for sale. This is frustrating for a customer and may prevent them from purchasing from you.

Why are doorway pages frowned upon?

Doorway pages in a situation like this are merely an unnecessary step that makes the job of browsing and purchasing more difficult. They are there to lure in a customer. The content on the doorway page isn’t necessarily informative or valuable to a visitor.

Obstructing a visitor from seeing the right information is misleading, and it does not follow Google’s best practice. Browsing online should be a simple and enjoyable experience, not something that makes purchasing an item more difficult for a customer. You want more sales, not less!

Why do people choose to use doorway pages?

The answer is simple; optimising a doorway page will give a site more dominance in the search engine results pages. More links from the same website automatically make a visitor think they’re the best in the business when in fact, they’re not using the right methods.

Going back and forth from Google to links and back again is not a good web experience, and Google’s primary focus is to give searchers a positive experience. Anything that goes against this will be identified, and action will be taken to remove any harmful practices.

Being transparent and genuine is the best way to get the traffic you deserve, avoiding any black hat SEO tactics. Google guidelines state that by offering users a positive experience, you’ll get better rankings in the search engines.

If you’re not providing the best experience possible, Google will assume you are trying to manipulate the system, meaning your rankings will drop. Always practising the right techniques will ensure you keep your rankings high and your customers in abundance. White hat is the way to go!

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It’s so important to practice the right techniques to bring more customers to your site. The higher your Google ranking, the more traffic you’ll receive, meaning more customers will be visiting, browsing and purchasing what you have to offer. It’s a lot simpler than you think.

If you need help developing the right SEO campaign with the best strategies in the business, then we can help. We can implement the right tactics to get you ranking highly and to increase the traffic to your website. You’ve got nothing to lose and everything to gain.

Give our friendly team at Bigfoot Digital a call today on 01226 720 755 for details on our services or tailored information about how we can help your specific business. We’ve worked with a variety of companies, big and small, so you’re in the most capable hands.