Doorway or gateway pages are a subject that usually comes up by those who are looking for tricks or shortcuts to increase their site ranking. Frequently, those who are too lazy to write decent content resort to this method.
Should you try to enhance your site with so-called “gateway” or “doorway” pages? No! A good site will already contain useful content and relevant keywords that will draw visitors and potential customers. These keywords and phrases are what will be typed into the search engines.
If you have a decent amount of quality content, you won’t need to resort to tricks and schemes in order to generate quality traffic.
Doorway pages are not only a bad idea; they are in direct violation of Google’s policies. According to Google Webmaster Tools:
“Doorway pages are typically large sets of poor-quality pages where each page is optimized for a specific keyword or phrase. In many cases, doorway pages are written to rank for a particular phrase and then funnel users to a single destination.” Google adds that “doorway pages tend to frustrate users, and are in violation of our Webmaster Guidelines.”
A better answer than using black hat tricks to drive more search engine users to your site is simply to write more content or to hire someone to do it for you.
I have personally come up against competition in regards to a website I operate promoting entertainment services from another marketer who uses doorway pages.
Apparently, in order to market his services to all fifty states, this webmaster or his SEO consultant created a huge set of doorway pages that were apparently designed to bring him nationwide business.
The pages consist of some boilerplate text with the name of the search engine user’s town or city sprinkled in at appropriate points in the text and headline. Doing a search for a string of non-changing text on these pages brought up a mind-boggling 19,000 results in Google!
Not only are doorway or gateway pages in violation of Google’s webmaster guidelines, but they are generally very poorly written as well. Because they are created solely for the purpose of including certain keywords and are designed primarily to attract the search engines, the writing style is usually outrageously bad.
Even if they succeed in tricking the search engines into listing them, most visitors are usually so put off by the hard-sell and repetitive and boring use of keywords that they close the window and fail to explore the site any further!
There is no substitute for adding quality, readable content to your website to increase your search engine rankings and popularity.
Performing your own site optimization is generally cheaper than hiring an SEO professional to do it for you, especially if he resorts to tricks such as the use of doorway or gateway pages that can get your site banned from the search engines!