Doorway page
What is a doorway page?
A doorway page is a web page specifically created to rank for particular search queries while funneling visitors to a different destination. These pages are typically thin on unique content and exist primarily to capture search traffic for specific keywords or locations. Once a user lands on a doorway page, they're usually redirected or strongly encouraged to navigate to another page—often the website's main conversion page. Doorway pages essentially act as "doors" that intercept search traffic before sending users elsewhere, rather than providing the valuable content users were searching for.
Why are doorway pages against Google's guidelines?
Doorway pages violate Google's guidelines because they manipulate search rankings without adding corresponding value for users. They create multiple, similar pages targeting slight variations of keywords or locations, artificially inflating a site's presence in search results. This practice undermines Google's goal of connecting users with the most relevant, high-quality content. Google views doorway pages as deceptive because they promise specific information in search results but deliver a different experience when users click through. This bait-and-switch approach damages user trust and degrades the overall search experience.
How do doorway pages differ from legitimate landing pages?
Legitimate landing pages serve a distinct purpose from doorway pages, though they may appear similar at first glance. A proper landing page provides valuable, unique content directly addressing the user's search intent. It stands on its own merit, offering complete information about the topic or service the user was seeking. Landing pages are designed to convert visitors by providing exactly what was promised in search results.
Doorway pages, by contrast, exist primarily to capture search traffic without fulfilling the user's needs. They typically lack substantial unique content, often containing just enough keyword-optimized text to rank before pushing users elsewhere. While legitimate landing pages enhance the user journey, doorway pages interrupt it by forcing an unnecessary intermediate step between search results and the actual destination.
What penalties can doorway pages trigger?
Using doorway pages can trigger severe penalties from search engines. Google may apply algorithmic downgrades that significantly reduce a site's visibility across all keywords, not just those targeted by doorway pages. In more serious cases, Google may issue manual actions against the site, which can result in specific pages or the entire domain being removed from search results. Recovery from these penalties requires removing all doorway pages and submitting a reconsideration request, a process that can take months and result in substantial traffic and revenue losses. Even after penalties are lifted, rebuilding search rankings often requires significant time and resources.
How can you identify and fix doorway page issues?
To identify doorway pages on your site, look for pages with minimal unique content that target slightly different keywords or locations while directing users to the same destination. Pages that exist solely to rank for specific search terms without providing complete information are likely doorway pages. Templates that simply swap out city names or product variations with nearly identical content are another red flag.
To fix doorway page issues, consolidate multiple thin pages into comprehensive, content-rich resources that address various related user needs. Create genuinely useful content for each audience segment rather than superficial pages targeting keyword variations. If you need location-specific pages, ensure each contains substantial unique information relevant to that location. Consider implementing proper hreflang tags for language variations and using canonical tags to indicate preferred versions when similar content must exist. Remember that one excellent page typically performs better than multiple thin pages targeting the same topic from slightly different angles.