Optimizing for search engines means giving the search engines what they want. Doorway pages are designed to do just that.
“Search engines rate (or weight) your keywords based on how often they appear on the page, where they appear on your page plus their relationship to other text on your page. Links and tags and their placement make a big difference to a search engine. It is impossible to just create one page for multiple keywords that will satisfy all the search engines at once. Each search engine uses a different method of determining your placement, so each search engine and each search term has to be treated on an individual basis.
The first negative thing we hear about doorway pages is that they are ugly. The only time doorway pages are ugly is if the person creating them makes them that way. All a doorway page does is focus on one word, or one phrase. The visual aspect of that is up to whoever creates the page. Doorway pages don’t have to be ugly to satisfy a googlebot.
The second negative thing we hear is that one must use “weird language” to meet the search engines algorithms for placement, and that isn’t true at all. A good doorway has a certain percentage of keywords out of all the words on the page. Just count the number of words, and divide that number by the number of times your key words appear. That’s the ratio of keywords on your page. Total words divided by number of key words = ratio %. Pretty simple after all, isn’t it?
When you consider that 65% of all your traffic will come from the 8 biggest search engines, it suddenly makes a lot more sense to give the search engines what they want from you to help them return better search results. The search engines are looking for those web pages that are most closely focused on the search term. A doorway page is designed, using art and science, to fill the requirement of being solely focused on the search term.”
Of course doorway pages are only a small part of site optimization, and by no means a replacement for regularly building links and generating quality content.
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