Definition
A gateway page, also known as a doorway page, is a webpage specifically designed to rank highly for particular search queries but does not provide useful information to the searcher. These pages are created to manipulate search engine indexes by inserting results for specific phrases while redirecting visitors to a different page.
How It Works
Function and Concept
Gateway pages are optimized for specific keywords or phrases to rank high in search engine results. However, they lack substantial content and serve primarily as a bridge to redirect users to the actual content page. These pages often use techniques such as meta refreshes, JavaScript redirects, or server-side redirection to quickly redirect users to the final destination page. They can be part of a larger strategy to funnel traffic from multiple pages or domains to a single main website or page.
Practical Use Cases
Historically, gateway pages were used to boost visibility and ranking in Search Engine Results Pages (SERPs) by increasing dwell time and reducing bounce rates. Users would spend more time on the site searching for relevant content, which could improve the site’s metrics. They were also used to rank for multiple keywords by creating multiple pages, each optimized for a specific keyword or phrase.
Why It Matters
Importance in SEO
Gateway pages were once used to manipulate search engine algorithms to gain higher rankings. However, this practice is now strongly discouraged by search engines like Google, which prioritize user experience and content quality. The use of gateway pages can lead to penalties from search engines, including a drop in rankings or even removal from the search index.
Impact on Website Performance and User Experience
Gateway pages can frustrate users by not providing the information they are searching for, leading to a poor user experience. This can result in higher bounce rates and lower engagement metrics in the long run. Search engines, particularly Google, have implemented ranking adjustments to penalize sites using gateway pages, aiming to improve the quality of search results for users.
Best Practices
Avoiding Gateway Pages
Ensure that each page on your website provides unique and valuable content that directly addresses the user’s search query. Avoid creating pages solely for search engine optimization.
Alternative Strategies
Use landing pages that are content-rich and provide value to the user. These pages should have a clear call-to-action (CTA) and be integral to the user experience. Optimize your main content pages for relevant keywords instead of creating separate gateway pages. This approach ensures that users find useful information directly.
Tools and Strategies for Identification and Optimization
Use tools like Google Analytics to identify pages with low engagement and high bounce rates, which could indicate the presence of gateway pages. Conduct thorough website audits to identify and remove any pages that serve no purpose or value to the user. Ensure that all pages are easily navigable and provide clear, useful content.
Compliance with Search Engine Guidelines
Follow Google’s Webmaster Guidelines, which explicitly state that doorway pages are considered deceptive and harmful to the user experience. Ensure that your pages are designed to provide value and are not created solely for search engines.
Related Terms
To further understand the context and improve internal linking, consider reading about related terms such as Bridge Page, Doorway Page, Entry Page, Landing Page, Redirect Chain, SEO Silo, Silo Structure, Technical SEO, Technical SEOs, and Thin Content.
Conclusion
Gateway pages, or doorway pages, were once a common tactic to manipulate search engine rankings but are now strongly discouraged due to their negative impact on user experience and potential penalties from search engines. By focusing on creating content-rich landing pages and following best practices that align with search engine guidelines, you can improve both your website’s search engine performance and the overall user experience. Avoiding gateway pages and adopting ethical SEO tactics will ultimately lead to more sustainable and long-term success in your online endeavours.
