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Google targets SEO-boosting Doorway Pages

Posted by: Absolute Design

Google has announced a forthcoming change that will target ‘doorway pages’ which primarily exist to increase a website’s search traffic. 

Google makes regular changes to its search criteria and algorithms in order to improve users’ experience and ensure they only see relevant search results.

These ‘doorway pages’ usually contain duplicate content and target generic terms, like location, to score highly in search results. Such pages have very little unique content or value and once you click on the link it takes you to a main page within the website.

In a statement Google said: ‘"We'’ve seen sites try to maximize their “search footprint” without adding clear, unique value’. As a result these types of pages will be subject to a ‘ranking adjustment’ that will impact on websites using doorway campaigns to boost their SEO. In other words: if your website relies on this tactic to generate search results too much you could soon find it plummeting down the search results."

  • •Does the webpage solely use search engine optimised content to funnel visitors from Google and into the website’s main pages?
  • Are these webpages targeting broadly generic terms while the content on the actual site is very specific?
  • Do the pages duplicate SEO friendly information, such as locations or products, that already exist on the site?
  • Are these pages designed specifically for attracting search traffic rather than providing unique, valuable content?
  • Do these webpages exist in isolation so that it’s difficult, if not impossible, to navigate to them from other parts of the website?