What is a Doorway Page? Definition & Examples

A doorway page is a website that is only created as an intermediate page to lead a user to a specific target page. It is mostly created by the landing page in order to appear high up in the search results of search engines for certain search queries and to increase the number of visitors ( traffic ). 

The aim of this is to give the search engine the impression that a page is for a specific keyword is particularly relevant. This can be problematic for the user, as a large number of similar pages may be displayed that lead to the same goal. Users can also be redirected to intermediate pages that do not have an interesting end goal. In many cases, hallway pages are used that do not contain any information relevant to the user to draw attention to the doorway page. 

This use, however, threatens Google abstractions, as it violates the quality guidelines. Bridging sides do not officially pursue any direct offensive advertising purpose. At one side, specifically for a Censoring amp creates agne, it is called the landing page.


In order to find doorway pages, a few criteria can be observed. They usually have very large text passages, but are only slightly processed visually. Many design elements such as images or JavaScript are not clearly visible to visitors because they cannot be interpreted by search engines and usually receive a very low ranking

If you look at the content, there is some leeway with doorway pages. What is noticeable is the use of a series of relevant keywords. If useful text passages are displayed, the truth is that it is mostly repeated content, such as the home page of an Internet website. In this way the page is linked and made accessible to search engines. Since there is usually only one link from the bridge page to the homepage of a website, there is usually no way back for the visitor.


The use of doorway pages is controversial from an SEO perspective. It is usually a black hat SEO technique as it often occurs in connection with cloaking . This means that the search engine bot is presented with different content than the website visitor. Google considers this technology to be user-unfriendly and sees the use of cloaking as a reason for a penalty for a website. Such pages are therefore removed from the search engine index by Google as soon as there is a violation of the webmaster guidelines.

On the other hand, there are also advocates for cloaking. They believe that cloaking is necessary to protect a page’s metadata. If it is not possible to change the actual content pages due to technical restrictions (e.g. shop or CMS system), bridging pages are also useful.

Doorway pages are still used, but are no longer popular after Google cracks them down with sensitive penalties. 

In the meantime, the doorway pages are increasingly being replaced by the landing pages . These are created for marketing purposes and offer a specific target group information on a topic they are looking for. Since they are also linked on the main page, they are not a one-way street for the visitor.


So that websites are not penalized by Google, the following should be taken into account when creating a doorway page:

  • The pages should be created as if they were intended for visitors.
  • It is recommended to use meaningful texts with meaningful content.
  • The design of the pages should be done with simple HTML means.
  • The company logo, the address and the link to the main page must be available (imprint).
  • The specially created pages must be visibly linked on the main page.
  • Redirects to other pages are to be avoided.

As long as these rules are observed, no action will be taken against doorway pages. These types of bridging pages are also known as backdoor pages or as additional pages with good content.

There are special generators and software to create a doorway page. Within a few seconds, using relevant terms and text passages, a simple but useful website for search engines with all the important HTML elements can be created. The HTML editor can be used for the manual preparation of doorway pages. However, all criteria for a well-structured website must not be disregarded here. This includes, for example, title tags ( meta title ), mega tags and links.


In order to avoid doorway pages, it is possible to enter the entire content of the existing website. For readers who do not stay very long on the website, a short text could also be made available and a more extensive text could be linked. It is up to you which information is made available. Since the search engine captures the entire text in a few seconds, it can devote itself to the actual indexing and ranking of the website without any problems .