What is a Doorway Page?
A low-content page traditionally created expressly for the purpose of ranking on a search engine. Usually very keyword-heavy and user-hostile, most search engines now frown on these pages.
Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can 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 targeted at specific regions or cities that funnel users to one page
- Pages generated to funnel visitors into the actual usable or relevant portion of your site(s)
- Substantially similar pages that are closer to search results than a clearly defined, browseable hierarchy
We have a long-standing view that doorway pages that are created solely for search engines can harm the quality of the user’s search experience.
For example, searchers might get a list of results that all go to the same site. So, if a user clicks on one result, doesn’t like it, and then tries the next result in the search results page and is taken to that same site that they didn’t like, that’s a frustrating experience.
Over time, we’ve seen sites try to maximize their “search footprint” without adding clear, unique value. These doorway Page campaigns manifest themselves as pages on a site, as several domains, or a combination thereof. To improve the quality of search results for our users, we’ll soon launch a ranking adjustment to better address these types of pages. Sites with large and well-established doorway campaigns might see a broad impact from this change.
To help webmasters better understand our guidelines, we’ve added clarifying examples and freshened our definition of doorway pages in our Quality Guidelines.
Here are questions to ask of pages that could be doorway pages:
- Is the purpose to optimize for search engines and funnel visitors into the actual usable or relevant portion of your site, or are they an integral part of your site’s user experience?
- Are the pages intended to rank on generic terms, yet the content presented on the page is very specific?
- Do the pages duplicate useful aggregations of items (locations, products, etc.) that already exist on the site for the purpose of capturing more search traffic?
- Are these pages made solely for drawing affiliate traffic and sending users along without creating unique value in content or functionality?
- Do these pages exist as an “island?” Are they difficult or impossible to navigate to from other parts of your site? Are links to such pages from other pages within the site or network of sites created just for search engines?
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