Definition of Doorway Page

A doorway page, in digital marketing, is a web page specifically designed for search engine optimization (SEO) to rank for targeted keywords or phrases by employing manipulative techniques. These pages often provide little to no value to the user and serve as a gateway or bridge redirecting users to the main website or another relevant page. Search engines, like Google, strongly discourage the use of doorway pages and may penalize websites that employ them.


The phonetic pronunciation of the keyword “Doorway Page” is:D-O-O-R-W-A-Y P-A-G-E/ˈdɔrweɪ ˈpeɪdʒ/

Key Takeaways

  1. Doorway pages are web pages specially created to rank highly in search engines for specific keywords or phrases, often sacrificing quality and user experience.
  2. These pages normally lead users to a single destination, typically designed to increase a site’s revenue or conversions, without providing any valuable content themselves.
  3. Search engines, such as Google, consider the use of doorway pages as a violation of their guidelines and may penalize websites that use them, resulting in loss of search engine rankings and even complete de-indexing.

Importance of Doorway Page

The digital marketing term “Doorway Page” is important because it plays a crucial role in search engine optimization (SEO) strategies.

A doorway page is specifically designed to rank high in search results for specific keywords or phrases by providing content that appeals to search engine algorithms, but offers little to no value for users.

While these pages can effectively drive traffic to a website, they often lead to poor user experience and are frowned upon by search engines like Google.

Consequently, using doorway pages in digital marketing not only risks a negative impact on the website’s reputation and user retention, but could also result in search engine penalties, harming the site’s long-term SEO efforts and overall rankings.


A doorway page is an essential tool employed in digital marketing to optimize a website’s search engine ranking and increase its visibility to users. The primary purpose of a doorway page is to attract a specific audience through carefully chosen keywords and phrases, which align with the users’ search queries.

This technique helps businesses to streamline their target demographics and enhance the rate of lead conversion on their website. Not only do doorway pages serve as a point of entry to the site, they also guide users through a carefully planned funnel towards consuming the promoted product, service or content.

Doorway pages can take various forms, including text-heavy landing pages, interstitial splash pages, or visually engaging ad gateways. Regardless of the format, these pages are specifically designed to cater to search engine algorithms and to draw users in based on the relevance of their queries.

It is crucial to strike the right balance between SEO optimization and user-friendly content on a doorway page to maximize its effectiveness. Ultimately, the success of a doorway page lies not just in driving traffic to the website, but more importantly, in facilitating a seamless user experience that entices visitors to explore further and engage with the content.

Examples of Doorway Page

A doorway page is a technique used in digital marketing, specifically Search Engine Optimization (SEO), where a webpage is created with the sole purpose of redirecting users to another (usually more relevant or informative) webpage. Doorway pages are an attempt to manipulate search engine rankings by targeting specific keywords or phrases. Here are three different real-world examples of doorway pages:

A local car dealership creates a series of doorway webpages targeting popular vehicle models and surrounding cities. Each city has its own doorway webpage with thin content and the same car listings, designed only to attract search engine traffic. When a user clicks on a car listing, they are redirected to the main dealership website.

A travel agency has a main website for booking vacations, cruises, and flights. To attract more search traffic, they create multiple doorway pages targeting various vacation destinations and their popular attractions with minimal content. When a user clicks on these pages from the search engine results, they are redirected to the main travel agency website.

An online shoe store wants to rank well on search engines for different brands and shoe styles. They create several doorway pages optimized for specific terms like “running shoes,” “high heels,” or brand names. The pages have minimal (or duplicate) content and a clear call-to-action to visit their main website. Once a user lands on one of these pages from a search engine, they are redirected to the main store’s product category page related to the keyword they searched.

FAQ: Doorway Page

What is a doorway page?

A doorway page is a web page created primarily for the purpose of ranking high in search engine results. These pages are designed to target specific keywords or phrases and often serve as a gateway to redirect visitors to the main website or a more relevant page. Doorway pages provide little value for the users and are considered a manipulative SEO technique.

Why are doorway pages considered bad for SEO?

Doorway pages are considered bad for SEO because they go against search engine guidelines, particularly Google’s. They aim to deceive both search engines and users by presenting content only to rank higher in the search results, while offering little or no value. By using doorway pages, website owners may face penalties or removal from the search engine’s index.

How can I identify a doorway page?

Doorway pages have some common characteristics, such as targeting a specific keyword or phrase, a lack of useful and relevant content, and an intent to redirect users to another page. They may also have a different URL or be part of cloaking techniques, where search engines are shown one version of the page while users see another.

What are the alternatives to using doorway pages for SEO?

Instead of using doorway pages, focus on creating high-quality, relevant, and valuable content for your users. This includes optimizing your website’s structure, improving user experience, using search engine-friendly URLs, writing descriptive meta tags, and building a diverse and natural backlink profile. Implementing legitimate SEO strategies aligned with search engine guidelines will help your website rank higher in search results organically and avoid penalties.

Related Digital Marketing Terms

  • Black Hat SEO
  • Search Engine Manipulation
  • Landing Page Optimization
  • Keyword Stuffing
  • Cloaking

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