Here’s some data that an anonymous party shared with me – I think it helps illustrate my feelings above that City/State pages improve the visitor experience and should not be viewed or considered Doorway Pages: This client had 195 visitors come to their website through a handful of City/State optimized landing pages (they’re even listed in Google Analytic’s Top Landing Page report!). What is a landing page? For example, our company might have a landing page geared for small business owners in Kansas City who are interested in B2B lead generation. 5 HVAC Marketing Tips to Generate Leads and Convert Them to Bookings. Difference between landing page and Doorway page. Joe’s Widget Company sells hundreds of different types of Widgets throughout Southern PA. Joe’s website has great unique content, but his company is small relative to his Internationally owned competitors that serve the entire country. Are city based landing pages considered doorway pages? Although he ranks well organically for searches like “Widgets PA”, his site is 3-4 pages back for hyper-specific searches like “Large Brown Widgets Reading PA”. The description of doorway pages might sound a lot like not just local landing pages, but all landing pages. However, employing doorway pages is a bad idea. There’s been a lot of chatter in the webmaster world recently about “Doorway Pages”. He writes loads of great information about one particular product – Large Brown Widgets. Landing pages are specialized parts of your website that you set up to attract visitors through search engines and online ads. Landing Pages add value. So, Joe creates some additional pages on his website. It would be nice if the search engine powers that be would be a bit more specific, but I suppose they keep things vague to prevent spammers from evolving? All information is subject to change at any time without notice. See how the homepage has tons of links and the landing page has only one? Landing Pages – Your Doorway to Online Success. Does it all come down to intent?? So – what’s the difference between a Landing Page and a Doorway Page. While the homepage has dozens of potential distractions—you can basically call ’em “leaks” instead of links—the landing page is super focused. Here’s what she says: Pay per click landing pages – particularly ones that take a minimalist approach – can also be mistaken for doorway pages by search … You might be thinking that all is fair in love and war and you should take any advantage you can get when it comes to bringing visitors to your website. THE LEADER IN HOME SERVICES MARKETING Let’s Talk, Partnering With Local Businesses In the Trades. But, the overall impression I got from reading them was “yes” – largely similar pages of content optimized around  single zip codes could be categorized as Doorway Pages by Google and draw a penalty. The doorway pages will have a negative User Experience! Therefore, we frown on practices that are designed to manipulate search engines and deceive users by directing them to sites other than the ones selected, and that provide content solely for the benefit of search engines. And the consequences of getting it wrong could be the difference between being able to afford to send your daughter to Harvard or being forced to tell her that the best you can afford is City College because you just aren’t moving the units you used to via your company’s website!! Below we’ve got a homepage and a landing page laid out side by side. As long as the Joe’s Widget Company truly sells Large Brown Widgets and services Reading, PA, my feeling is that these City/State pages actually enhance the user’s experience. How to Tell If Your Architecture Firm Is Doing Vanity Marketing, How Large Architecture Firms Can Be Better at Social Media, Why Law Firms Should Be Wary of Legal Marketing Services. Doorway Page Vs. PPC Landing Page Pay per click landing pages – particularly ones that take a minimalist approach Read more at: Doorway Page Vs. PPC Landing Page #smallbusiness With a landing page, you talk to only one specific audience and ignore the rest. How are Landing Pages and Doorway Pages Different? While nothing in the paragraph above gives any firm indication that zip code optimized landing pages fall under the category of Doorway Pages, there are certainly several elements which cause a raised eyebrow. by Brian Jones | Nov 18, 2018 | Marketing Strategy. That approach pays bigger dividends, and it’s much easier to maintain. Then he makes additional pages for the major cities he serves – Reading, Philadelphia, Lancaster, etc. Doorway pages are just one example of the quick-fix kinds of tactics unethical marketers (and their web designers) tend to prefer. Doorway Pages deceive and mislead. And they are very GOOD at it. Doorway Pages vs Landing Pages. Why You Shouldn’t Use Doorway Pages to Your Website. They both direct users to another page. Is Your Website Sales Funnel Broad Enough? They are always well-optimized, but don’t tie in well to the business that’s using them or the searcher’s real intent. If this were the universally accepted definition, why would the zip code optimized landing pages fall into this category? Certainly, Google isn’t saying that you have to get rid of landing pages entirely. Jennifer Slegg of The SEM Post makes a valuable point about PPC landing pages in her post on What SEOs Need To Know About Google’s Doorway Pages Search Ranking Adjustment. Unlike landing pages, doorway pages include lots of keyword variations, links to similar pages, and sometimes functions that reroute web users to other destinations. It does not constitute professional advice. What Are Your Goals for Website Visitors. View more blogs by Ben Landers. Logged Amar Infotech is a Laravel development company provides efficient Laravel development services at affordable rates. I have multiple small town service area based businesses and the only way for those to come up in the search listing is to have city based landing pages. The pages have a low-bounce rate and many of the visitors that “land” on these pages convert and become customers. When I started I thought landing pages would be considered doorway pages, based on the definition Google gave. Landing pages have one singular goal in mind: conversions. Doorway pages tend to make users take an extra step in their journey to find the resource they’re looking for, whereas landing pages provide users with the information they originally set out to find. Doorway Pages deceive and mislead. Then, the effects start to show up on your bottom line. As a marketer, you should be using every legitimate tool at your disposal to attract buyers to your website and turn them into buyers (or at least qualified prospects). Doorway pages is the techniques that shows different information to the search engine and users.It one type of a spam activity which mainly used for high rank in SERPs. He links these pages to his homepage and each Landing Page shares the same navigation found on the rest of his site, but he adds a few additional calls to action in the right sidebar – like, “10% Off When You Order Large Brown Widgets Today!” Joe  uploads the pages and a few weeks later they are all ranking on the first page of Google when someone does a search for “Large Brown Widgets [Target City], PA”. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. Here are questions to ask of pages that could be seen as doorway pages: Do the pages duplicate useful aggregations of items (locations, products, etc.) The Bottom Line on Doorway Page SEO & PPC Tactics. For example – “poor-quality pages where each page is optimized for a specific keyword or phrase.”  What about high-quality pages where each page is optimized for a specific keyword – would this type of page be considered a Doorway Page? I’ve changed my mind. The pages are largely duplicate with the exception of the different cities and some information specific to each city – city specific customer testimonials, etc. Often your offer can serve many groups of people, but a landing page should only appeal to one of them. A doorway page is an unethical practice that directs Doorway Page vs. The information on this website is for informational purposes only; it is deemed accurate but not guaranteed. And, how good are the leads going to be from a sales funnel that begins with deception? – They are landing pages that act as a funnel, offering little to no new web content for site visitors. Anyone can get confused between these two pages for the obvious reasons. A landing page is a page built for the main purpose of increasing sales and/or generating leads for your business. Landing Page | Warrior Forum - The #1 Digital Marketing Forum & Marketplace Forums How are Landing Pages and Doorway Pages Different? While nothing in the paragraph above gives any firm indication that zip code optimized landing pages fall under the category of Doorway Pages, there are certainly several elements which cause a raised eyebrow. Landing Pages are designed to provide the most relevant and specific information to targeted visitors/searchers about a particular subject, product, service, etc. Because many of our readers might not know the answer to this question – or even the distinction between landing pages and doorway pages – let’s take a look at a few considerations…. Doorway pages are similar, but have different elements and intent. Graphicmachine is a Marketing Agency Based in Kansas City Servicing Professional Services Firms Across the US Advertising, Digital, Branding, Design, Marketing for Architects, Architectural Products, Engineers, Construction, Law, & Health. Landing pages are designed to provide the user specific information or content, while a door way page is an SEO optimized page that is used to redirect the user to a specific page or pages adding an additional hop for the user. What is a Landing Page In this article we will highlight doorway pages vs landing pages. Google Warns: City Landing Pages Can Be Doorway Pages & Against Guidelines by Barry Schwartz, Search Engine Roundtable Dec 12, 2019 Google's John Mueller had to warn one SEO that he should not go ahead and build out 1,300 city based landing pages, with … Landing Pages are designed to provide the most relevant and specific information to targeted visitors/searchers about a particular subject, product, service, etc. If their algorithms sense a disconnect between your ads or keyword optimization and the real business you’re promoting, you could find yourself disappearing from the search listings altogether. Submit an inquiry to book Ben to speak at your next conference or event. 140 Walnut Street, Suite 202 Kansas City, MO 64106 (816) 291-3697. Doorway Page Vs. PPC Landing Page Pay per click landing pages – particularly ones that take a minimalist approach Read more at: Doorway Page Vs. PPC Landing Page #monthlywebsite Using doorway pages or a doorway page system is the lazy man’s way of building a website. Doorway Pages: Doorways pages are those pages which are created to rank highly for specific search queries. Usually, they are focused on certain keywords and phrases, and structured in a way that encourages a buyer to learn more and take the next step. But, I don’t agree that pages – even pages with largely duplicate content excluding the City/State change, should be penalized. But, should you ever consider using doorway pages for SEO and PPC purposes? About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Doorway Pages, on the other hand, are created by the type of person that thinks,  “if I trick enough people into visiting this page, at least some of them will buy my crap.”. When they search for “Large Brown Widgets Their Town, PA”, a website comes up that not only sells Large Brown Widgets, but provides all sorts of information about Large Brown Widgets and appears to regularly service their town. De très nombreux exemples de phrases traduites contenant "doorway pages" – Dictionnaire français-anglais et moteur de recherche de traductions françaises. Of these, 195 visitors, nearly 10% converted (more than double the website average) and the bounce rate for these pages was only a touch higher than the site’s average. Joe is happy and apparently so are his visitors. You wouldn’t have a way to properly qualify your contacts for interest, and they’ll never trust you even if you get something from them. The landing pages will have a positive User Experience! In short, doorway pages are used for gaining website traffic but obstruct web users who want to get straight to a product or … The general nature of doorway pages is that they lack any real value to a user; however landing pages are mostly rich in information and relevance to a user’s search. For example –, give our users the most valuable and relevant search results”. – these pages definitely shouldn’t draw any penalty or decrease in organic rank. Usually, they are focused on certain keywords and phrases, and structured in a way that encourages a buyer to learn more and take the next step. Should City/State, Zip Code Optimized or Keyword Optimized Web Pages be penalized by the search engines? Before you answer – consider the impact that directory sites are having on the search engine results with their thousands of listings by category and zip code. In many cases, doorway pages are written to rank for a particular phrase and then funnel users to a single destination. Having fewer links on your landing page increases conversions, as there are fewer tantalizing clickables that’ll carr… It could use an email sign up form that leads to a report download. I understand (and agree with) penalizing pages that deceive and/or misdirect visitors to something other than what they were searching to find. Whether deployed across many domains or established within one domain, doorway pages tend to frustrate users, and are in violation of our webmaster guidelines. Rather than making an effort to deceive buyers, why not just outpace your competitors by being smarter and more efficient than they are? What hoteliers need to know about “doorway pages”: – They are spam pages that have zero content or value for users and acts as a gateway to another page. Doorway pages are typically large sets of poor-quality pages where each page is optimized for a specific keyword or phrase. If those longer-term realities aren’t enough to dissuade you from using doorway pages, then consider that Google has heavy penalties for marketers who rely on these kinds of tactics. Landing Pages add value. Google’s aim is to give our users the most valuable and relevant search results. Already you can see the ambiguity business owners and webmasters are being forced to interpret. It seems to me that whether a page is considered a Landing Page or a Doorway Page comes down to publisher intent. And if Joe does service this area, why should it matter to them if his company actually services other cities? Reading other forums and watching the back and forth continue between this guy and the moderators of the Google Forum left me asking the question – what’s the difference between a landing page and a doorway page? Contact us for complete details. It wastes people’s time. Local SEO Landing Pages 2.0 Local businesses attempting to rank in multiple locations may find themselves running afoul of Google's guidelines if they aren't careful. Recently the webmaster for a local/regional service company asked members of a Google Forum if zip code optimized landing pages linked to/from his company’s homepage would be considered Doorway Pages. Ready to increase your online presence today with digital marketing? Design your landing page and make a difference between a highly successful website and a failed marketing attempt. Ultimately, doorway pages are an effective way to generate traffic and attract potential customers if done right. Von Doorway Pages zu unterscheiden sind auf bestimmte Keywords optimierte Landing Pages, die durchaus legitim sein und einen Mehrwert für die Nutzer bringen können. Landing pages are optimized pages built for a very precise audience. They may even live on separate domains. PPC Landing Page vs Doorway Page: Be Careful. Doorway Page Vs. PPC Landing Page Pay per click landing pages – particularly ones that take a minimalist approach Read more at: Doorway Page Vs. PPC Landing Page #monthlywebsite Landing pages are created in order to focus a product/service of yours and while the visitor enter the page, they will reach the goal of their visits. Das gilt allerdings vor allem dann, wenn die Landing Pages auch entsprechende Informationen enthalten. They [the pages] should be rewarded not penalized. Doorway pages (bridge pages, portal pages, jump pages, gateway pages or entry pages) are web pages that are created for the deliberate manipulation of search engine indexes ().A doorway page will affect the index of a search engine by inserting results for particular phrases while sending visitors to a different page. They sometimes work in the short term, but they erode your credibility over time. For more information about doorway pages, contact the … Doorway Pages: Doorways pages are those pages which are created to rank highly for specific search queries. These pages improve the visitor experience. They certainly don’t detract from it. For one thing, drawing a prospect to your website with one type of content or focus and then switching them to another leads to a poor user experience. Doorway Page Vs. PPC Landing Page Pay per click landing pages – particularly ones that take a minimalist approach Read more at: Doorway Page Vs. PPC Landing Page #smallbusiness Is Your Architectural Products Firm Selling Hamburgers? Based on what I’ve seen, visitors searching for “Large Brown Widgets Reading, PA” aren’t being directed to, landing on, or visiting the quote end-quote duplicate page for “Large Brown Widgets Lancaster, PA” so it has zero bearing on their visitor experience. Doorways are sites or pages created to rank highly for specific search queries. When I think of Doorway Pages, I think of web pages stuffed with keyword rich, but low quality content deployed en masse in order to trick the search engines and lure visitors to a site selling/promoting something different from what they were originally seeking. Landing pages are specialized parts of your website that you set up to attract visitors through search engines and online ads. Companies create them because it’s nearly impossible to get a homepage to rank for everything relevant to a business and search engines like Google now have the ability to crawl very deep within (properly structured) websites. The answers he got back were confusing to say the least. Are City Based Landing Pages, Doorway Pages? Send us your thoughts – what’s the difference between a Landing Page and a Doorway Page? Wait, what? They can also lead users to intermediate pages that are not as useful as the final destination. For all they know, Joe only services their hometown of Reading, PA! Local Landing pages, in my opinion, are exactly what Google wants to rank in their search engine. Doorway Page Vs. PPC Landing Page Pay per click landing pages – particularly ones that take a minimalist approach Read more at: Doorway Page Vs. PPC Landing Page #smallbusiness Doorway pages. Doorway pages will likely get your website penalized or banned by Google. That’s a perfectly legitimate landing page, and a good part of a working sales funnel. It seems to me that whether a page is considered a Landing Page or a Doorway Page comes down to publisher intent. I think this will naturally lead to questions about the practice of creating local/city landing pages. The main thing that differentiates them is that landing pages also known as the sell pages direct users to any crucial page of the website. That’s pretty typical. Now you might have been wondering the difference between the two terms. Landing Page Vs Doorway pages Here is the definition of Doorway pages by Matt Cutts Doorway pages are typically large sets of poor-quality pages where each page is optimized for a specific keyword or phrase. Sometimes called “cloaking” pages, they are often designed to attract searchers or visitors using misleading-but-popular keywords. In many cases, doorway pages are written to rank for a particular phrase and then funnel users to a single destination. Note: many city/state landing pages are being rewarded by the search engines, but the talk is that they [the pages] might be flying under the search engine’s radar and once discovered, they will be penalized. 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