Doorway Pages and the Google Algorithm Updates

Google has constantly been taking steps to improve the overall search experience and consequently the way the internet is accessed for the end user. This month, two crucial updates will redefine our search experience. As previously announced, the mobile-centric search algorithm update will be officially in place from April 21. This means that web pages that are “mobile friendly” will enjoy a higher ranking than pages that are not. This is a clear indicator of how powerful mobile internet is growing to be and the level of influence it will have over SEO marketing techniques.

The other crucial update from Google will be centred on the algorithm design for “doorway” pages. Like previous updates from Google in the past, this one has also left SEO providers and business owners focused on building a strong online presence in a tizzy as they ponder on how to respond to it. If you lost me at “doorway pages,” here’s looking at what a doorway page is.

What is a Doorway Page

A webmaster is often required to submit a doorway page to search engines as an attempt to improve on the number of visitors to their site. Generally, doorway pages are designed to perform well for some specific phrases relevant to the site or business. They are also known as jump pages, entry pages, or gateway pages. Unlike conventional web pages, doorway pages are not designed keeping the end user in mind. They are designed specifically to get in favour with search engines and improve their rankings on search engine result pages.

How are they Made

There are myriad methods to create and deliver a jump page. The easiest way is to design a page focused on a specific keyword or phrase. There are also scenarios where you can go ahead and create a number of jump pages for specific keywords and to suit several a number of search engines. The downside of this technique is that the pages end up being extremely generic. It tempts competitors to copy your page, and re-submit them as their own after making slight changes. Also, due to the fact that these pages are almost identical, the search engine bots consider them as duplicates, and end up excluding them completely from the result pages.

The other problem with this technique is that users are stuck at the jump page and do not cross on to the “goal” page, which is actually designed for your target audience. To push visitors ahead, webmasters frequently provide a button that redirects the users to the actual page.

What Does the Update Mean?

While these doorway pages used to be great for improving SERP rankings, they deviate from the ultimate goal of making the search a pleasurable experience for the end user. Google is now preparing to launch its algorithm that focuses on a better way to deal with these pages. This could set the alarm bells ringing for quite a few businesses that have set up massive doorway page campaigns.

Whether SEO providers will be able to save their clients and maintain their rankings on Google after this update is something that arouses a great deal of curiosity in the search engine-centric community.