Doorway pages are pages optimized for specific search queries, ranking very well for certain keywords. Also known as gateway pages or jump pages, these are usually site spam. A doorway page doesn’t often contain useful content; rather, it directs visitors elsewhere, usually to an entirely irrelevant webpage.
The main purpose of a doorway page is to get search engine traffic with a focus on specific keyword optimization. These pages often mislead users into clicking on them only to be redirected to a page that is more relevant or possibly commercial. This process is perceived as a Practice of black hat SEO as it highly contradicts Google’s guidelines, creating a product with minimal value for users.
Sites trying to use doorway pages to transfer page rank receive negative attention from Google, classifying it as web spam. Such sites risk being demoted in ranking or even being taken out of the search results completely. Therefore, it is very prudent for webmasters to refrain from using “doorway” or “bridge” pages and concentrate on the creation of quality, relevant content that adds real value for site visitors.
In conclusion, doorway pages are badly viewable for web users and perform poorly in search engines. Incorporating knowledge of how the doorway pages affect search engines must help web masters act accordingly and keep the reputation of a business. Doing this will, in turn, keep the website alive online, thus generating the needed kilobytes.
