Avoid Using Doorway Pages
Recently we had an enquiry from a small local business who wondered why they were ranking so poorly on Google. After a very quick look at the website we could see the problem immediately – their previous SEO company had built over 600 identical pages other than changing the location each time. Basically the pages were identical but would change the area mentioned and, to make matters worse, most areas they didn’t cover or were so small eg a village or a road there’d be no search volume anyway.
The upshot of all this work a) a huge cost to the owner who’s paid for 100s of pointless pages and b) Google has de-indexed 95% of the pages as “light/spam” content, referred to as “doorway pages”.
We never recommended using doorway pages for SEO. Doorway pages are created specifically for search engines rather than for users, with the intention of manipulating search engine rankings. These pages are typically low-quality, thin, and lack substantive content.
Using doorway pages can lead to negative consequences for your website in terms of penalties from search engines. Search engines like Google have sophisticated algorithms that can detect and penalise websites using such tactics.
Instead, it is important to focus on creating high-quality, user-friendly content that provides value and relevance to your audience. This can help improve your website’s visibility in search engine results pages (SERPs) in an organic and sustainable way.
I’ve never seen a site punished so severely for using this tactic and we expect it to be at least 1-2 months of hard work before we see it rank for local searches.