Doorway Page

Web pages created solely for the purpose of ranking highly in search engines for specific keywords.


Doorway pages are a type of web page created specifically to attract traffic from a search engine and then direct or funnel that traffic to another page. These pages often contain very little valuable content and are used to manipulate search engine results. The ultimate goal of a doorway page is to capture the attention of search algorithms to improve a site's SEO performance, often at the expense of user experience. Doorway pages are generally considered a black-hat SEO tactic and can result in penalties from search engines.

Did you know?
Doorway pages were more prevalent in the early days of SEO but are now less effective due to advances in search engine algorithms that prioritize user experience and valuable content.

Usage and Context

Doorway pages are used to try and cheat the system by ranking for specific keywords or phrases and then directing users to a different page. This technique is often employed in competitive niches where achieving high search rankings can be difficult. For example, a website might create multiple doorway pages targeting slight variations of a high-value keyword, each funneling visitors to the same product page.

Search engines, like Google, discourage the use of doorway pages because they lead to a poor user experience and disrupt the accuracy of search results. Websites caught using doorway pages risk being penalized, which can include lower rankings or removal from search index.


  1. What makes a page a doorway page?

    • A page is considered a doorway page if its primary purpose is to rank for specific search queries and then redirect users to a different destination.
  2. Are doorway pages illegal?

    • While not illegal, they are against search engine guidelines and can result in penalties.
  3. Can doorway pages affect my site’s ranking?

    • Yes, using doorway pages can negatively affect your site's rankings once search engines detect and penalize them.
  4. How can I tell if a page is a doorway page?

    • Signs include thin content, excessive use of keywords, and the page serving no real purpose other than to redirect users.
  5. What should I do if I have doorway pages on my website?

    • It’s advisable to remove or rework these pages into valuable content that complies with SEO best practices.

Tips and Recommendations

  1. Focus on Quality Content: Instead of employing doorway pages, create valuable, high-quality content that addresses user needs and queries.
  2. Use Ethical SEO Techniques: Adopt white-hat SEO strategies that comply with search engine guidelines.
  3. Improve User Experience: Design your website with a focus on user experience, which positively influences search rankings.
  4. Engage in Keyword Research: Properly research keywords to naturally incorporate them into your content.
  5. Monitor Your SEO Practices: Regularly review your SEO strategies to ensure compliance with search engine guidelines and avoid penalties.


Although doorway pages may seem like an enticing shortcut to improve search rankings, they ultimately offer no real value to users and violate search engine guidelines. Instead, focusing on creating valuable content and employing ethical SEO practices is essential for long-term success and visibility in search results.

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