Use Doorway Pages At Your Own Risk.
Posted by megri @ Saturday, February 21, 2004
Doorway pages are smoke and mirror. It’s an SEO version of “slight of hand” that’s not without
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.
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.
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.
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.
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.
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.
You can see the author here http://www.subiainteractive.com/
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