Definition
A doorway page is a web page created specifically to rank highly in search engine results for targeted keywords, usually with the intent of redirecting users to another page. These pages are often low in quality and do not offer substantive content themselves. Instead, they serve as entry points, or “doorways,” that funnel traffic to more centralized or conversion-focused pages. Commonly used in outdated SEO tactics, doorway pages attempt to manipulate search engine algorithms rather than provide real value to users.
Is It Still Relevant?
In today’s SEO landscape, doorway pages are not only irrelevant—they are penalized. Google officially listed doorway pages as a violation of its Webmaster Guidelines, issuing algorithm updates and manual penalties to deindex sites using such tactics. The 2015 Google Doorway Page Update specifically targeted websites employing these manipulative strategies.
With search engines increasingly prioritizing user experience, intent-matching, and content relevance, doorway pages fail to meet modern SEO standards. Techniques that once gave marketers short-term boosts now pose significant risk to long-term visibility and brand reputation. Current best practices emphasize content quality, usability, and search intent alignment, rendering doorway pages an outdated and counterproductive strategy.
Real-world Context
Let’s consider a few real-world scenarios to illustrate how doorway pages may still surface (and how they backfire):
1. A regional real estate website creates dozens of pages, each titled “[City] Homes for Sale,” targeting various nearby towns. Each page contains near-identical content with slight keyword variations, all leading back to a central listings page. These doorway pages may temporarily rank but are likely to be flagged by Google due to thin content and manipulation, resulting in partial or full deindexing of the site.
2. An e-commerce brand generates multiple entry pages tied to specific product features (e.g., “cheap red running shoes,” “affordable high-performance running shoes,” etc.) that are essentially clones of each other with minor keyword changes. The user finds no unique content or product selections on these pages. Eventually, search engines demote these pages due to poor user value and duplicate content patterns.
Background
Doorway pages first emerged in the late 1990s and early 2000s, during the early days of search engine optimization. At the time, it was easier to manipulate search rankings using low-effort tactics like keyword stuffing, hidden text, and doorway pages. These pages allowed marketers to saturate search engine indexes with keyword-targeted entries that linked visitors to their actual website content—often without the user realizing they were redirected.
As search engines evolved—particularly with Google’s continuous improvements to its algorithms (e.g., Panda, Penguin, Hummingbird, and RankBrain)—they became more adept at identifying and penalizing such manipulative practices. Google officially recognized and began penalizing doorway pages as spam, especially after 2015’s broad algorithm update aimed directly at them.
What to Focus on Today
Modern marketers and SEO professionals should focus on user-first content development, avoiding outdated tactics like doorway pages. Here’s how to align efforts with today’s best practices:
1. Create Intent-Matched Content:
Rather than trying to game search engines with multiple similar pages, develop high-quality content that addresses the specific needs and questions of your audience. Focus on user intent—whether informational, navigational, or transactional.
2. Use Consolidated, Authoritative Pages:
Don’t create separate pages for every keyword permutation. Instead, concentrate efforts on well-structured, comprehensive landing pages that consolidate related keywords and topics. This improves relevance, reduces duplication, and builds more domain authority.
3. Optimize Legitimate Landing Pages:
Invest in conversion-focused landing pages designed for PPC, email, or organic search traffic. These pages should contain compelling content, clear calls-to-action (CTAs), optimized metadata, and a mobile-friendly design.
4. Leverage Tools and Insights:
Use tools like Google Search Console, Semrush, Ahrefs, or Clearscope to identify content gaps, keyword opportunities, and user engagement patterns. These platforms help ensure you generate valuable content rather than relying on artificial entry points like doorway pages.
5. Adhere to Google’s Guidelines:
Stay updated with Google’s Search Essentials (formerly Webmaster Guidelines) to ensure all content practices align with modern, ethical SEO standards. Avoid shortcuts; focus on long-term brand building and content authority.
In summary, doorway pages are relics of a bygone SEO era. For sustainable success, prioritize genuine user engagement, content value, and trust-building over black hat or manipulative strategies.