A doorway page is a low-quality page created to rank for specific keywords and funnel users to another page. Google considers this a spam tactic.
Understanding Doorway Pages
Doorway pages are designed primarily for search engines rather than users. They target specific keywords or locations to manipulate search rankings, usually redirecting visitors to a main page or multiple similar pages. While they might temporarily attract traffic, search engines like Google consider them deceptive. Using doorway pages can lead to penalties, lower rankings, and reduced trust. Understanding what doorway pages are, how they work, and how to avoid them is crucial for maintaining a healthy SEO strategy.
How Doorway Pages Affect Different CMS Platforms
WordPress
WordPress sites can unintentionally create doorway pages when duplicate content or keyword-stuffed pages are added to target multiple search terms. Proper content planning and using canonical tags help prevent this issue.
Shopify
In Shopify, doorway pages often appear when creating multiple landing pages for the same product targeting different keywords. Consolidating pages and using optimized product descriptions ensures SEO value is not diluted.
Wix
Wix users may create doorway pages when adding multiple similar pages with slight variations. Maintaining unique, valuable content and avoiding repetitive pages protects the site from penalties.
Webflow
Webflow websites can have doorway pages if templates or similar landing pages are duplicated across campaigns. Using proper redirects and unique content prevents search engines from flagging these pages.
Custom CMS
Custom CMS platforms are susceptible to doorway pages through auto-generated landing pages or keyword-targeted duplicates. Reviewing page creation processes and content quality ensures compliance with SEO best practices.
Doorway Pages Across Different Industries
Ecommerce
Ecommerce sites sometimes create doorway pages for multiple locations or product variations. These pages can dilute SEO authority and harm rankings if they don’t provide unique value.
Local Businesses
Local businesses may use doorway pages to target different cities or neighborhoods. Poorly executed doorway pages can result in penalties and lower local search visibility.
SaaS Companies
SaaS companies might create doorway pages for different features or solutions. Without unique content, these pages are considered low-quality and can harm domain authority.
Blogs and News Sites
Blogs or news sites can accidentally produce doorway pages by republishing similar content for different keywords. Maintaining original, valuable content prevents SEO issues and preserves rankings.
Do’s & Don’ts / Best Practices
Do’s:
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Focus on creating high-quality, user-focused content for each page.
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Consolidate similar pages using 301 redirects or canonical tags.
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Optimize existing pages for multiple keywords naturally.
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Conduct regular content audits to identify potential doorway pages.
Don’ts:
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Don’t create pages solely to rank for keywords without providing value.
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Avoid duplicating content across multiple landing pages.
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Don’t use doorway pages as a shortcut to manipulate search rankings.
Common Mistakes to Avoid
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Creating multiple near-identical pages for different keywords or locations.
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Ignoring content uniqueness and quality, which can trigger penalties.
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Using doorway pages to funnel users without proper disclosure or value.
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Overlooking SEO audits that could identify problematic pages.
FAQs
What is a doorway page in SEO?
A doorway page is a low-quality web page created specifically to rank for certain keywords, often leading users to a different page rather than providing unique content.
Why are doorway pages problematic?
They manipulate search engine rankings, provide poor user experience, and are considered a form of spam, which can lead to penalties or removal from search results.
How can you identify a doorway page?
Look for pages that target the same keyword repeatedly, have thin or duplicate content, or funnel users to another page with little value.
Do doorway pages still work for SEO?
No. Google considers them a black-hat tactic. Using doorway pages can result in ranking drops or manual penalties.
What is the best alternative to doorway pages?
Create high-quality, unique, and valuable content targeting user intent, with proper SEO optimization and clear navigation to improve rankings ethically.
