Google is About to Slam Your Doorway
Doorways, according to Google, are sites or pages that were created to rank highly for specific queries, which can be bad for users because it can lead to multiple similar pages in SERPs. Doorway pages essentially take users to the same destination even though the query is different. To battle doorway pages Google states that it will soon be launching a new ranking adjustment algorithm, which will negatively impact sites that employ these pages.
For brands that are unsure if they are using doorway pages, Google lists a variety of questions on its blog post to help them figure out if they need to re-evaluate their search strategy.
“We have a long-standing view that doorway pages that created solely for search engines can harm the quality of the user’s search experience,” states Google’s blog post announcing the new algorithm. “For example, searchers might get a list of results that all go to the same site. So if a user clicks on one result, doesn't like it, and then tries the next result in the search results page and is taken to that same site that they didn't like, that's a really frustrating experience.”