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Use Doorway Pages
At Your Own Risk. |
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| Subia Creative, September 2002 |
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oorway pages are smoke
and mirror. It’s an
SEO version of “slight of hand” that’s
not without |
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| controversy.
The practicing SEO claims to optimize your web pages,
but really doesn’t. Although no one ever touches
your web page, search engine ranking improves. It’s
a deceptive practice of presenting a “fake page”
to a search engine spider that delivers an entirely different
page to the user. It’s simply a form of bait-and-switch
using redirection code. |
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| Although you’re not likely to ever see
one, a doorway page is generally nothing more than bunches of
keywords crudely arranged within non-intelligible content exclusively
purposed to satisfy search engine ranking algorithms. This method
used by many search engine optimization firms is intended to
either cover-up its lack of real optimization skills or as a
timesaving mechanism to enhance its profit margins. |
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| We call it “lazy optimization” that
has little regard for a client’s long-term web visibility
value. That’s because most search engines now consider
doorway techniques as spam, particularly when doorway copy is
not relevant to the actual web page content. Upon discovery,
a search engine may apply severe ranking penalties and in some
cases the index banishment of the offending website. |
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| The sure and safe way of protecting the long-term
value of prominent web visibility is optimizing actual web pages
without spam tactics. If it takes adding more web pages to target
a wider range of search terms, then add them. It takes more
time and greater skills, but the rewards of a lifetime flow
of traffic is worth the investment. |
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| Before retaining the services of a search engine
optimization firm, ask if they use redirection doorway methods.
If so, proceed cautiously. Some SEO firms retain ownership of
doorway pages under a separate URL. If you decline an “optional”
ranking maintenance agreement, it’s easy to disengage doorway
pages from the web. Rankings can easily disappear almost overnight. |
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| Despite the downside risks of penalty assessments,
if you elect to use doorway techniques, make sure any agreement
specifies your ownership of all doorway pages. |
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© Subia. Search
Engine Marketing |
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