Google Finally Shuts the Door on Doorway Pages
Google seldom gives search engine marketers advance warning of algorithmic changes; however, in a rare move recently Google announced plans to penalize "doorway pages" through a ranking algorithmic adjustment. At the same time Google, clarified its quality guidelines on what constitutes a "doorway page." Designed to increase a site's search footprint for specific keywords, "doorway pages" are an old and discredited search marketing tactic. Google in its guidelines for Web development has routinely advised marketers to avoid using doorway page campaigns, because they yield a poor user experience. The question this recent move begs then is: Why is Google going after "doorway pages" now?
Although it is Google's long-standing profile that "doorway pages" are bad practice, and Google has had the technology to detect them for many years, the decision to go after them now is that, in my opinion, they have recently proliferated in morphed forms, particularly for local results. Google's decision is also consistent with its attack on "thin content" sites. "Doorway pages" were the original thin content pages. In their early format, "doorway pages" were often machine-generated, with keywords plugged into very generic content. As search marketing has evolved, so, too, have "doorway pages," and the new morphed forms provide almost as bad a user experience as the original machine-generated pages.
With the shift from desktop to mobile, users want crisper, more keenly targeted local results and do not want to be directed to a low-quality doorway page or a bridge page that forces them to make yet another click. It is particularly frustrating to the growing audience of mobile searchers to be guided by Google's results to "doorway pages," that provide little more information than Google's search page. "Doorway pages" often create a carousel effect, where the user performs a search and is continuously lead to the same page, in spite of changing the query. These pages maximize the site owner's search footprint as well as the user's frustration. Because "doorway page" programs are often used to funnel localized traffic, they sit at the intersection of local and mobile search. This is a highly competitive space for Google.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.