The recent surge in the use of doorway pages to secure top search engine rankings has sparked a significant discussion in the digital world. Doorway pages, also referred to as entry or bridge pages, are specifically designed to rank highly on the unique ranking algorithms of each search engine. These pages have often been associated with spamming, but recent developments suggest a shift in this perception.
Danny Sullivan’s Search Engine Watch recently highlighted the use of doorway pages by State Farm Insurance, a leading US auto insurance firm. The company successfully secured the top two positions for "auto insurance" on Excite, Infoseek, HotBot, and Lycos, as well as for other phrases like "life insurance", "boat insurance", "home insurance", and "car insurance". This strategy resulted in an additional 100,000 unique new users over 11 months. This marked the first public exposure of a major corporation using techniques typically associated with spamming, sparking curiosity about the response from search engine companies.
According to interviews with search engine executives in the Search Engine Watch, there seems to be a new, more accepting attitude towards doorway pages. As long as your doorway pages do not promote irrelevant keywords or phrases and do not clog up the search results with too many similar keywords, they are deemed acceptable. In essence, if your doorways help search engine users find what they are looking for without deception, you will not be penalized.
The significance of doorway pages lies in the fact that over 95% of web users find what they are looking for by visiting the top six search engines. Research has shown that people rarely go past the top 30 search results for any one search. The top 10 results receive 78% more traffic than those in positions 11 to 30. The top 30 results get over 90% of the search traffic. This explains why some sites perform exceptionally well and others disappointingly, and why it is so critical to be ranked highly.
Creating doorway pages is a complex process. It requires considerable time studying, tracking, testing, and reverse-engineering search results. Those who master this art are rewarded handsomely.
The interest in doorway pages coincided with the launch of SearchPositioning.com, a website featuring an online Automatic Doorways Generator, among other tools and resources useful in search engine positioning. The site offers an affordable service at $34.95 per year for unlimited doorways and keywords, enabling any webmaster to responsibly position their site highly on search engines.
Despite their effectiveness, doorway pages are controversial and often misunderstood. They can sometimes do more harm than good when abused. However, when used correctly, they can help users find what they are looking for and address some serious weaknesses in search engines. Until search engines learn to properly index dynamic content, images, pages with long text, password-protected pages, and factor in the entire site’s content into the search results, doorway pages remain the best solution for many webmasters.
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