Table of Contents
Example of a Doorway Page
Doorway Page Key Characteristics
Why Businesses Use Doorway Pages
The Risks from Using Doorway Pages
Better Alternatives to Doorway Pages
A doorway page is a web page whose sole purpose is to manipulate search engine results in its favor. As such, a doorway page is considered to be a Black Hat SEO technique that violates Google guidelines.
Example of a Doorway Page
An example of a doorway page could be one that targets a service and city using essentially the same content for each city page, but changing out the city keyword to the one for that page. For instance, let us say that you are an HVAC contractor in the Scottsdale, Arizona area and that you target 10 different cities with 10 different services for each city. That means you have created 100 web pages (10 cities each having a web page created for each of 10 separate services). In other words, there would be 10 Scottsdale, AZ pages, and each of those 10 pages would have their own keyword service targeted, such as:
- Scottsdale AC Repair
- Scottsdale AC Replacement
- Scottsdale AC Installation
- Scottsdale AC Maintenance
- Scottsdale Residential HVAC Service
- Scottsdale Commercial HVAC Service
- Scottsdale Heating Repair
- Scottsdale Heating Replacement
- Scottsdale Heating Installation
- Scottsdale Heating Maintenance
Then you would create web pages for each one of those AC and Heating services, using an additional 9 cities (e.g. Phoenix, Carefree, Cave Creek, Fountain Hills, Paradise Valley, Tempe, Mesa, Gilbert and Chandler). That makes 100 total web (doorway) pages.
So, would Google not like these doorway pages? It mainly boils down to intent/purpose. In other words, why were those 100 pages created? Were all of those pages created to provide unique and valuable content to the Google search user, or was the intent to get ranked in Google for the keyword phrase associated with a specific city? In this scenario, I think it is reasonable for Google to conclude that these pages were created to manipulate their SERPs, rather than provide value to its users. As such, these web pages might be penalized by Google.
Doorway Page Key Characteristics
Understanding what makes a web page a doorway page is important. That said, here are some key characteristics.
Dedicated Landing Page with Keyword Focus
Doorway pages are built around single keywords. They could target long-tail keywords or very specific user needs. For example, a page could target “best smartphone for teens.” The content on this page might be written just for that one keyword phrase. This helps it show up in search results when someone types that exact phrase.
Clear Call-to-Action and User Flow
A doorway page always has a clear call-to-action (CTA). This could be a button saying “Call Now” or “Get a Free Quote.” The CTA creates a specific path for visitors to follow which itself is a conversion, and can lead to another conversion, such as completing an online form.
Multiple Pages, Targeting Similar Queries
Some websites have many doorway pages. Each one targets a slightly different keyword phrase. For instance, you might see one page for “Best AC Unit for Homes Under 1,500 Sq Ft” and another for ” Best AC Unit for Homes Between 1,501 Sq Ft and 2,500 Sq Ft.” This strategy attempts to cast a wider net of related search traffic. It covers many similar keyword phrases.
Why Businesses Use Doorway Pages
Despite the risks, there are certainly instances of businesses who may be getting away with creating and ranking doorway pages. So, it should come as no surprise that local businesses find doorway pages appealing. If they can get away with gaming the system in their favor, some business owners may be okay with implementing such black hat practices for a potential short-term gain in Google’s SERPs. Of course, there could be legitimate reasons for a business to use doorway pages. Such reasons often come down to getting very specific kinds of web traffic.
Capturing Long-Tail Keyword Traffic
Long-tail keywords are very specific search phrases that usually have fewer searches because they are comprised of more words. An example of a long-tail keyword could be: “Apple – iPhone 16 Pro 512GB – Apple Intelligence – Black Titanium” as opposed to “Apple iPhone”. Moreover, because long-tail keywords tend to have less competition, it may be easier for doorway pages to rank in organic search results. This can lead to higher conversion rates because persons searching for something very specific, often know what they want and are ready to buy it.
Promoting eCommerce Store Products
Online stores with many different products use doorway pages. That is because doorway pages can help to highlight specialized items for sale. A prime example of this might be Apple.com. Apple could build separate doorway pages for each of their iPhone, iPad, Apple Watch and various computer models.
The Risks from Using Doorway Pages
While doorway pages may seem to be a convenient way to get more traffic, they come with some serious risks. Search engines, particularly Google, do not look favorably upon them, when the intent to manipulate search engine results appears obvious.
Violation of Google’s Webmaster Guidelines
Doorway pages, when created to manipulate search engines, violate Google’s guidelines. And to that point, Google has made clear to the SEO community that doorway pages were created to manipulate its search results, rather than provide unique value to Google users.
Potential Search Ranking Penalties
Creating too many manipulative doorway pages that violate Google’s guidelines can have detrimental consequences. For example, Google can issue manual actions against your website. Algorithmic penalties can also occur. In this scenario, your website could get de-indexed completely. Or it might drop far down in Google’s search results.
Poorer User Experience
Imagine searching for something, then landing on a web page that is not particularly helpful, but instead somewhat spammy. This can be very frustrating and lead to higher bounce rates and reduced brand trust.
Better Alternatives to Doorway Pages
You don’t need to create doorway pages to get more web traffic. There are many safe and effective SEO strategies that focus on giving search engine users real value.
Strategic Use of Internal Linking
Strong internal links connect web pages within your website. They help search engines better understand the relationship between your content. Also consider using descriptive anchor text for these links. This makes your site easier to crawl and helps to spread link equity.
Stronger Focus on User Intent and Value
The golden rule to remember when it comes to SEO, is always put the user first by creating content that genuinely helps them. Do not just target keywords in an effort to get ranked. Ask yourself whether the page you are creating offers something of value to the visitor and/or solves a problem, or answers a question. When your web page provides real value, search engines take notice.
When doorway pages are used to game search engine rankings, this can lead to serious penalties. Instead, try focusing on helping your audience, which should lead to better organic rankings, improved user experience and greater brand trust.
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