An Ethical Alternative to Doorway Pages
Definition: A doorway page is content created specifically for the purpose of garnering high placements in the search engines.
Issue: Google makes the following specific recommendation: Avoid "doorway" pages created just for search engines or other "cookie cutter" approaches such as affiliate programs with little or no original content (http://www.google.com/intl/az/webmasters/guidelines.html).
This article addresses the issue of doorway pages, proposes an acceptable alternative and offers some insights into the basic principles of search engine optimization.
To frame the issue of doorway pages it is important to understand why content is so critical to search engine optimization. In order to do this we need to step back and take a look at the search engines themselves:
? Google, Yahoo, MSN, and all other search engines want to provide the same thing: A prioritized list of links that point to most relevant web sites satisfying the users search criteria.
? Relevance is defined as the "best content" with the "best fit" to the user's search. That's a search engine's value - providing efficient access to the information a user wants when they want it.
? The search engine that does the best job of delivering the largest quantity of the most relevant results attracts the most users.
? Obviously speed, ease-of-use and "marketing" impact popularity but in the end the quality of the results counts most.
The best way for you to get long-term results is by "partnering" with the search engines. Partnering means recognizing and supporting the value-proposition that the search engines provide to their end-users:
? Provide lots of highly relevant content
? Follow accepted (i.e. ethical) search engine optimization principles
Is there an alternative? Sure, like many situations there are always short cuts and quick fixes that purport to let you "game the system." Instead of partnering with the search providers you compete with them. By "compete" I mean all the effort (and dollars) expended to chase their constantly evolving algorithms and artificially increase your site's rankings. These techniques may get you short-term results but many are considered the equivalent of "spamming" and could get your site de-listed. From a search engine providers point of view, anything that gets better results for sites with inferior content (and fit) is compromising their product and is temporary until they tune their algorithm so that it correctly ranks your site (down).
One of these shortcuts is the use of "doorway pages." The rest of this article discusses the use of doorway pages and recommends an alternative approach.
What is a doorway page?
Doorway pages are pages of content that have been specifically designed to achieve high rankings in the search engines. They are often used by websites that don't have an abundance of content within the main pages of their site due to technology issues or design conflicts. They can be an effective tool for garnering short-term placement in search engine rankings when used appropriately, but doorway pages have been abused by websites for many years, to the point that they are frowned upon by search engines who now attempt to exclude them from their result pages.
What does a "Doorway Page" look like?
A doorway page appears as if it was built specifically to attain high search engine placement, and offers little value to searchers. It often has the following characteristics: o A lot of poorly written content, with an abundance of hyperlinked phrases in the body text
o Copy that is stuffed with lists of keywords
o Zero (0) in-bound links from other parts of the website Example: you build a doorway page named "targeted-keyword.html," but do not link to this page from any other part of your website. Google assumes no in-bound links exist because this page is of little value, and you want to hide it from regular visitors to its site.
o A "redirection" that automatically loads a new page once the doorway pages is accessed
Bottom line: A doorway page stands alone from your website, and offers little value to searchers
If any of those characteristics exist on the page, and if a number of these pages are created within a single website, Google is likely to discount their value, or worse, ban the site.
If doorway pages are inappropriate then what is a better alternative?
The "essay page"
An essay page, on the other hand, is integrated into the main website (although not into the navigation structure). It offers real value to the searcher because the content is relevant and well-written. It often has the following characteristics:
o Clean HTML coding with an HTML design similar to that of other pages of the website
o A lot of content, with several hyperlinked phrases in the body text
o Several in-bound links from other parts of the website
Example: On the solutions page, you hyperlink the phrase "targeted keyword," to the targeted-keyword.html essay page.
o Quality content that offers real value to the searcher
Bottom line: An essay page is a natural extension of your website. For all intents and purposes, it is integrated content more than it is a doorway page, because it expands on a certain subject.
Will you benefit from using essay pages?
Essay pages used effectively can be good solutions when a site's navigation does not support the addition of content, or if it would be difficult to develop valuable content to include within the main navigation. If this is not the case I recommend that you add additional pages of content (which will provide more benefits than essay pages), while enhancing the user experience.
Summary and Recommendation
The creation and proper integration of additional content is critical to the ability to achieve consistent top 10 rankings on the most targeted keywords. Essay pages can be valuable when a website cannot be easily scaled to include more content through the main navigation structure. However, the first priority should be increasing content as much as possible before resorting to essay pages.
Over time, your more sophisticated competitors will compete for placement by incorporating significant content, and by implementing important search engine optimization features, not by using essay (or doorway) pages.
If you've adopted an aggressive "doorway page" strategy, it's possible (and maybe likely) that a competitor would report it to Google. If Google determines that you have violated their "rules," you could be "de-listed".
As a result of the risk that doorway pages pose and the benefits integrating additional relevant content provides, I strongly recommend the approach of reevaluating your navigation structure, and adding additional pages of relevant content if possible. From a search engine ranking point of view - content is not king, but relevant content sure is.
Scott Smigler has been an evangelist for a serious, ROI-based focus on the online channel since he founded Exclusive Concepts in 1997. Exclusive Concepts provides integrated online marketing strategies, Internet brand consulting, search engine marketing campaigns and results-oriented web sites for hundreds of clients that range in size from small ecommerce firms to public companies.
Visit Scott's website: http://www.exclusiveconcepts.com
3 Steps to Better Content: Power up Your SEO with Audience Understanding Search Engine Journal
How Important Are Backlinks for SEO? Search Engine Journal
The 7 Most Important Things I've Learned About SEO This Year Search Engine Journal
3 Reasons Why You Need to Integrate CRO with SEO Search Engine Journal
How Important Is an H1 Tag for SEO? Search Engine Journal
5 Things You Should Know Before Buying SEO Software Search Engine Journal
SEO: What Google's New Passage Indexing Means for Ecommerce Practical Ecommerce
SEO in a Nutshell: Understanding, Credibility & Deliverability Search Engine Journal
How to Strengthen Your SEO Strategy to Improve Visibility and Sales CoFounder Magazine
How to Leverage Keyword Mapping for SEO Success Search Engine Journal
What short-term rental managers need to know about SEO Short Term Rentalz
5 Tips for Hyper-Optimizing Your SEO Business 2 Community
How to Use Microsoft Bing Site Explorer for SEO Search Engine Journal
Google Answers Question About Passages SEO Search Engine Journal
How CRO Can Help Tie Your SEO Efforts to the Bottom Line Search Engine Journal
Hidden SEO Spam Link Injections on WordPress Sites Security Boulevard
What passage indexing and natural language processing mean for the future of SEO - Search Engine Land
Why It’s Time to Retire Black, White & Gray Hats in SEO Search Engine Journal
Content regulation. UK's National Cyber Force. Stone Panda's spoor. Printers, SEO for extortion. Through a glass and darkly. - The CyberWire
Content regulation. UK's National Cyber Force. Stone Panda's spoor. Printers, SEO for extortion. Through a glass and darkly. The CyberWire
5 SEO Quick Fixes for Ecommerce Sites Search Engine Journal
How to look for SEO keywords? | Marketing Mentor | advantagenews.com AdVantageNEWS.com
Digital Future Report Reveals Majority of Marketers Are “in Denial” About SEO Performance Gap - MarTech Series
Digital Future Report Reveals Majority of Marketers Are “in Denial” About SEO Performance Gap MarTech Series
Video: Elie Orgel on using data to create pages that get links Search Engine Land
Global Search Engine Optimisation (SEO) Software Market 2020-2025 Detailed Analysis on Key Segments, Revenue Generation and Top Companies WordStream, Moz, SEO Book, LinkResearchTools, SpyFu etc. - Cheshire Media
Global Search Engine Optimisation (SEO) Software Market 2020-2025 Detailed Analysis on Key Segments, Revenue Generation and Top Companies WordStream, Moz, SEO Book, LinkResearchTools, SpyFu etc. Cheshire Media
3 Ways to Use Chrome DevTools for SEO Troubleshooting Search Engine Journal
The Under-Utilized SEO Strategy: Mission-Driven Content Marketing Business 2 Community
Search Engine Optimization Seo Tools Market begins to take bite out of Versioned Long Term Growth 2027 - Eurowire
Search Engine Optimization Seo Tools Market begins to take bite out of Versioned Long Term Growth 2027 Eurowire
Does paid traffic help in SEO and increase website ranking? Best in Australia
The Best SEO Companies of 2020, According to DesignRush Yahoo Finance
Know How Search Engine Optimization SEO Tools Market Market is demanded globally by Top manufacturers - Eurowire
Know How Search Engine Optimization SEO Tools Market Market is demanded globally by Top manufacturers Eurowire
The Future Of Digital Marketing In Singapore: Media Mojo GlobeNewswire
Latest Trending Report on Search Engine Optimization (SEO) Tools Market 2020 with high CAGR In Coming Years with Focusing Key players like Yoast SEO, SEMRush, Siteliner, Ahrefs, Bonus Tool - TechnoWeekly
Latest Trending Report on Search Engine Optimization (SEO) Tools Market 2020 with high CAGR In Coming Years with Focusing Key players like Yoast SEO, SEMRush, Siteliner, Ahrefs, Bonus Tool TechnoWeekly
10 Coding, SEO & More Courses on Sale Right Now That Will Turn You into a Pro Developer - Gadget Hacks
10 Coding, SEO & More Courses on Sale Right Now That Will Turn You into a Pro Developer Gadget Hacks
Australian SEO and Web Hosting Business Announces Expansion of Their Services To Become A Full Digital Marketing Agency - Press Release - Digital Journal
Australian SEO and Web Hosting Business Announces Expansion of Their Services To Become A Full Digital Marketing Agency - Press Release Digital Journal
Search Engine Optimization Market Share 2020 Industry Dynamics, Growth Forecast, Top Key Players – , SEMrush(US), SEO Book(Greece), Moz(US), Ahrefs(Singapore), AWR Cloud(US), com, LinkResearchTools(Austria), SpyFu(US), DeepCrawl(UK), WordStream(US), Searchmetrics Essentials(Slovakia), Majestic(UK) - Cheshire Media
Search Engine Optimization Market Share 2020 Industry Dynamics, Growth Forecast, Top Key Players – , SEMrush(US), SEO Book(Greece), Moz(US), Ahrefs(Singapore), AWR Cloud(US), com, LinkResearchTools(Austria), SpyFu(US), DeepCrawl(UK), WordStream(US), Searchmetrics Essentials(Slovakia), Majestic(UK) Cheshire Media
Buy Your New Holiday SEO T-Shirts Now Search Engine Journal
Don’t miss Search Marketing Expo online December 8-9 Search Engine Land
How to Run an SEO A/B Test Business 2 Community
Apex Digi tech Offers Quality SEO Marketing that Grows Local businesses' Google ranking - MENAFN.COM
Increase Your Search Visibility with 3 Twitter SEO Tips Business 2 Community
Local SEO Tools & Software Market Emerging Trends, Strong Application Scope, Size, Status, Analysis and Forecast to 2025 - AlgosOnline
Local SEO Tools & Software Market Emerging Trends, Strong Application Scope, Size, Status, Analysis and Forecast to 2025 AlgosOnline
Miami Seo Expert Trading U
7 Tips on How to Optimise Crawl Budget for SEO Promotion World
Core Web Vitals: Are Your Clients’ Sites Ready for Google’s New Ranking Signal? - Search Engine Journal
Core Web Vitals: Are Your Clients’ Sites Ready for Google’s New Ranking Signal? Search Engine Journal
Search Engine Optimization (SEO) Tools Industry Market to Witness Huge Growth by 2028 | Ahrefs, KWFinder - Eurowire
Search Engine Optimization (SEO) Tools Industry Market to Witness Huge Growth by 2028 | Ahrefs, KWFinder Eurowire
5 ways to modernize your CRE brokerage - Sacramento Business Journal Sacramento Business Journal
Global Search Engine Optimisation (SEO) Software Market Top Manufacturers: WordStream, Moz, SEO Book, LinkResearchTools, SpyFu etc. - TechnoWeekly
Global Search Engine Optimisation (SEO) Software Market Top Manufacturers: WordStream, Moz, SEO Book, LinkResearchTools, SpyFu etc. TechnoWeekly
What Google’s Quality Rater Guidelines Tell Us About UX Search Engine Journal
Search Engine Optimisation (SEO) Software Market Industry Share, Market Types, Business Providers and Future Forecasts to 2025 - Express Journal
Search Engine Optimisation (SEO) Software Market Industry Share, Market Types, Business Providers and Future Forecasts to 2025 Express Journal
SEO 101: Get Your SEO Guide for Beginners [EBOOK] Search Engine Journal
How K-drama’s Park Seo-joon uses his millions to do good South China Morning Post
Students from Asia share their military experiences and inspiration to serve their countries - Ke Alakai
Students from Asia share their military experiences and inspiration to serve their countries Ke Alakai
New ‘Google Search Central’ site consolidates SEO resources, replaces ‘Google Webmasters’ - 9to5Google
New ‘Google Search Central’ site consolidates SEO resources, replaces ‘Google Webmasters’ 9to5Google
Search Engine Journal Is Hiring a Managing Editor Search Engine Journal
SEO: Back To Basics Forbes
Video Marketing: How to build your business and SEO goals Irish Tech News
The 10 Commandments Of SEO Forbes
Data-Backed Ways to Optimize for Google Featured Snippets Search Engine Journal
How to Plan Your Enterprise SEO Strategy Search Engine Journal
SEO tips to improve your online presence Standard-Times
SEO in 2020: What Basics You Need to Know to Be Successful Search Engine Journal
Study: Comparing the data from 8 SEO tools Search Engine Land
SEO and Google Ads aren’t just web magic. Businesses need to know them. This training can make them all clear - The Next Web
SEO and Google Ads aren’t just web magic. Businesses need to know them. This training can make them all clear The Next Web
20 Things I Learned From 20 Years of Working in the SEO Industry Search Engine Journal
5 Simple SEO Tips to Help Generate Business Leads PR News - For Smart Communicators
Google SEO Mythbusting: Is More Content Better? Search Engine Journal
You're Likely Missing Out on Google Traffic. Boost Your SEO with This Budget-Friendly Tool. - Entrepreneur
You're Likely Missing Out on Google Traffic. Boost Your SEO with This Budget-Friendly Tool. Entrepreneur
Customers Want Fast Results? The Hybrid Approach for SEO Agencies Search Engine Journal
SEO: 5 Tips to Convert Visitors to Buyers Practical Ecommerce
How To Avoid These Ten Costly Search Engine Mistakes
If you have a website then you already know the importance of traffic. Traffic is to Internet marketing as location is to real estate.
How to Create Killer Keywords to Get FREE Traffic to Your Website
When exploring good keyword choices there are several steps one must consider. The most important step is putting your self in the shoes of the type of customer you want to target.
The Myth of Search Engine Submission
Contrary to what most people think, it is not necessary to submit your site to the search engines. In the early days of the web, when search engine technology was still primitive and search engines' ability to crawl the web was somehow limited, it made sense to submit your site.
Optimizing Online Catalog Copy for the Search Engines
It only makes sense. You have an e-commerce catalog site.
From Corpora to Matching
Making effective use of the Internet is increasingly about creating better and more intelligent applications and search engines. Here is a brief introduction into how search engines work:01) Define the corpus, search space/data; 02) Separate the corpus into documents; 03) Generate features for each document; 04) Generate a representation of each document; 05) Study the feature/vector space; 06) Cluster documents; 07) Reduce dimensionality; 08) Accept input Queries; 09) Find the cosine angles against the query vector; 10) Find the sought vector column; 11) Output results to user in some way;Each document in a corpus (database) is described by a set of keywords called index terms.
7 Essential SEO techniques
1) Title Tag - When we're talking about SEO Technique, the Title tag is one of the best and most powerful tags that you can use. Every page should have it's own title tag, each tag should include the keyword that you are targeting, along with sub-keywords associated with the main keyword that you seek to drive traffic from.
How To Really SEO Your Site
Search engine optimization is one of most popular online marketing tool for any website. With more websites coming online every day the competition gets larger, so you have to make sure you can out SEO them before they out do you.
Keywords: The First Step To Recognition
Open Wordtracker [ http://www.wordtracker.
Googles Next Big Move
November 2003 might go down in history as the month that Google shook a lot of smug webmasters and search engine optimization (SEO) specialists from the apple tree. But more than likely, it was just a precursor of the BIG shakeup to come.
Paris Hiltons Reputation is SHOT! Hows Yours?
With apologies for the cheap trick of mentioning Paris Hilton to get your attention, coming to grips with the idea you're about to discover is critically important to your success with search engines!Because while it's true that there are many factors that determine how well a page ranks in Google - did you know that one stands out above the rest? It's link text. (Also known as anchor text?)So much so, link text can be the deciding factor when chasing top rankings for extremely competitive keywords.
Getting One Way SEO Links - The Easy and FREE Way
What we are hunting for?Unique Domains,One Way Links,Text Link copy of our choice ,The ability to change those links,Sites that have PR and cover our choice topic ..
Search Engine Optimization: What Is It?
Search Engine Optimization is the creation of a web page, purposely designed to rank well with the Search Engines.If you want traffic to your website then you must Optimize your website for the Search Engines.
Dont Make the Top 30 SEO Mistake
SEO consultants will tell you that you need to be in the Top 30 or you can pretty much give up any hope of getting a visitor to your web site.Yes, there is truth in that Top 30 goal.
Search Engine Optimization Tip: Dont Buy Anything Before You Learn More!
Thinking about purchasing that premium SEO software that will hyper-optimize a website in under 2 minutes and 2 seconds?Ask the following question first: What do I know about SEO?If the answer is "nothing", then don't buy it.Marketers are banking on the lack of knowledge among consumers.
These 7 Back Link Strategies Will Get You a Top Ranking on Google Guaranteed
Google use a very complex function to determine which search results to return, Google is always changing and Modifying that function to better Serve the Search Engine User. The one constant is quality back links.
How to Improve Your Search Engine Positioning and Increase Traffic Today
Every website has times when traffic is higher than others. However, in the downtimes you need to figure out why your traffic is lower and what you can you about it.
Search Engine Strategies for Affiliate Websites
The major search engines are always on the lookout to improve their search results and to weed out websites with duplicate content. They are also weeding out websites that mainly contain affiliate links.
Search Engine Optimization (SEO) Strategy - Navigating the Dark Waters of Website Promotion
Creating a well-designed website is the first step in your internet marketing strategy that must be backed up with techniques designed to drive traffic to the website for successful, long-term results. You wouldn't consider opening a retail store in a major shopping mall without signage and you shouldn't consider having a nice looking website designed without expanding your web presence in order to be found on the internet.
Search Engine Marketing 101 For Corporate Sites
When most people want to find something on the web, they use a search engine. Millions of searches are conducted every day on search engines such as: google.
Selecting The Title Of Your Link Exchanges
I want to touch base with selecting the title of the links that are added to other sites. Adding your link on another site is very important for your search engine saturation and rankings.
|home | site map|