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SEARCH ENGINE TRICKS

Doorway Pages: The Ancient Art Of Search Engine Positioning
By: Developer Shed
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    2004-03-15

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    Doorway Pages: The Ancient Art Of Search Engine Positioning
    by Cal Gulla

    To spam or not to spam ? that is the question. Since the dawn of the SEOcommunity spam and spam tactics, including doorway pages, have been usedand often abused by those hoping to attain higher ranking on the searchengines. The problem with these tactics is that they are often short-livedas the search engines work hard to keep up and eventually penalize sitesusing these tactics. So what can a Webmaster do to attain top positioning?

    In this article we will focus on the use of doorway pages in this, partone of three articles covering commonly used spam tactics and the more?legitimate? (we?ll call anything that the search engines haven?t spokenout against ?legitimate?) methods for attaining these top positions.

    What will be covered in this article?

    - Doorway pages and why they are penalized
    - What can you do to provide the same effect for your website without therisk

    Doorway Pages And Why They Are Penalized

    By definition doorway pages are pages of with keyword heavy content, notmeant to be seen by the visitor but which are designed to attain highrankings on search engines. There is generally a forward or redirect onthis page which will take the searcher to a ?pitch page? or index page.

    Because these pages serve no useful function other than attaining highrankings, the search engines have attempted time and time again to penalizesites using them.

    As ?intelligent? as many search engine algorithms are, webmasters and?black arts? SEO?s are constantly in a battle with them to workaround thedetection of redirect technology. In the end however, virtually everytechnology will be found out. When you?re site hits the top 10 and yourcompetitors notice the redirect they are likely to report you and thenGoogle will take a look at how you?ve done it and add detection for thattactic. Basically, using redirect technology may work for a while howeverit will get found out eventually so it should only be used if you are usinga dummy domain that you want to discard, or if you just don?t care if yoursite gets blacklisted.

    What can you do to provide the same effect for your website without therisk?

    Until recently there was only one commonly used tactic that would providethe same effect for your website without the use of a redirect and that washidden text. The problem with hidden text now is that ? once again ? thesearch engines have built into their algorithms the ability to detect it. This is relatively simple; if the background is the same color as the textthen it is considered hidden (a fairly obvious detection strategy right?).

    And again, webmasters have come up with a workaround for this one. Andit is ?

    Going to have to wait until the next article where I will be coveringhidden text tactics.

    There has now emerged a second method of providing the benefits ofdoorway pages without the delectability and that is through the use ofserver-side technology. Recently a company called SEO Doctor has developeda server-based application that, through the use of tags injected into yourhtml, will supply content that you input through a browser interface, andfeed that content only to search engines. When a genuine visitor is onyour site it is detected, the server strips the tags out of the code, andthe additional content is omitted. When a spider comes the content isinjected.

    The greatest single advantage of this is that it enables webmasters towrite their content how it best reads and then inject content for thesearch engines that will attain high rankings while maintaining readabilityfor the visitor by leaving out that content when a live person is there. Another plus to this technology is that it is set to detect specificallywhich engine is visiting your site and it allows the webmaster to writecontent specifically for each of the major engines. They don?t follow thesame guidelines and now you don?t have to either.

    Conclusion

    The use of doorway pages is now an obsolete idea. Some SEO?s willcontinue to present doorway pages as a benefit to you but you will eitherend up with a site with high ranking pages and horrible content, or withredirects that will eventually be detected and get your site blacklisted.

    If you have an image-based site or need to increase your keyword countswithout affecting the basic look and feel of your site, you have the choiceof either trying to attain top search engine positioning throughtraditional means (standard optimization, tons of link building, andcontent creation) or through the use of a tool like SEO Doctor.


    Cal Gulla is the Marketing Manager for the SEO Doctor Search EnginePositioning Tool. With over 5 year of experience in the Search EnginePositioning business he has seen the ins and out of all the gray andblack-hat tactics. Which win, which lose, and which will get you banned. For more information email cal@seodoctor.com or visit their website athttp://www.seodoctor.com
    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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