Doorways

Publication date: 20 Feb 2023

Doorways are single-pages, SEO-optimized sites designed to redirect search engine traffic to another website to be promoted. They consist of generated HTML pages with lots of relevant keywords or links.

Doorways and SEO

The main purpose of a doorway is to get indexed and show up in Google and Yandex search results. As a rule, not just one but hundreds or even thousands of such network sites are created. Search engines focus on keywords when evaluating results in a listing. The more a resource contains a repetitive query, the more likely it is to appear on the first search positions. Indexed doorways help increase traffic.

Doorways are an ideal source of traffic for gambling and betting. Webmasters usually create doorways for casino and bookmaker mirrors, slot reviews and promo codes. In this way, webmasters can attract active players on a regular basis and earn money.

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Types of doorways

According to the ways of promotion, there are black, gray and white types of doorways. Let’s take a look at each of them:

Black type of doorways. On such a page can be placed much incoherent text which contains a large number of keywords. The redirection to other sites is set on them. In most cases, the user has no time to read the content of the spam page as he or she is automatically redirected to another promoted resource. From the point of view of search engines, black doorways have no value. However, from a user’s point of view, things are not so straightforward. For instance, a person, while searching for information on first deposit casino bonuses, clicked on the search engine and was redirected to a website of a certain online casino. Consequently, the user got what he wanted. Such a doorway is the easiest to identify, so they don’t live long in search engine results.

Gray type of Doorways. A site that passes “link juice”. Automatic redirection and optimization of key queries on these services is absent. At first glance, such a site looks fine. There is also unique content, but without a clear theme and structure. Its point is to store links on the main page directly in the text. Click-through visitors are counted and monetized. Such sites are challenging to identify, so they can be long enough to be in search engine results.

White type of doorways. These are quite good-quality sites containing useful texts, and, for example, a set of links on the subject. They do not focus on the mass as in the case of black doorways as the emphasis is on quality, so that they are not only guaranteed to enter the index, but also held there for a long period.  An illustration of a white doorway can be a ranking page where each participant has a link to his site. The line between gray and white types of doorways is very arbitrary, so this type is in search for a limited time.

Doorways and search engines

Google and Yandex have a negative attitude towards doorways. Licenses relating to webmasters usually explicitly mention prohibitions on the use of fraudulent pages, which are the black doorway type. For promotion through blacklisted doorways, the systems will be banned or pessimized. Nevertheless, if the doorway is well organized and works for the convenience of users, for some time it may well meet the requirements of search engines and generate income steadily and for a long time.