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5 Vital SEO Tips to Mitigate Google's Doorway Page Update

This year has started hot with many Google updates. But one that probably went by unnoticed by many was the doorway update.

Doorway Page SEO

This doorway update seeks to devalue SEO tactics that use doorway pages to drive search engine traffic to any given website. This is similar to the practice that has been going on for a while with EMD (exact match domains) where there would be a single page for a specific keyword, and then all that clicking traffic would be connected to a website somewhere else.

Although the EMD updates already came a long way ago, Google's new doorway update seeks to finally cut off the head of the beast, from such similar SEO tactics.

So to avoid getting dinged for having sketchy doorway pages, here are a few steps that can be taken:

1. Do not leave empty pages as content doorways.

The reason for this is that these content pages are totally screaming doorway page to Google's crawling bots. They usually have no content, are SEO optimized on the headers and the meta description with the keyword, have some ads, and then have a small navigation that points to your main target site.

This is being devalued, and any well-ranked pages that meet the criteria will lose their rankings. Besides the possibility that Google may also penalize the website that receives such links as a whole, forcing them to probably disavow them using Google's link disavow tool.

2. Make your doorway SEO pages easily findable.

One reciprocal thing a website does to its other pages is that it links to them. So if you have a link from a page that you want Google to think it's part of your website, then you must link back to it from your main page.

This because one-way links nowadays look fishier than ever. To mitigate this Google bot suspicion and to keep your page's rank, you have to link from your home page to it.

3. Keep time sensitive content fresh.

Pages which depend on user-generated content, staff-generated content similar to reviews, blogs, galleries and others, which signal the freshness of a page in order for it to rank well, need to be fresh all the time.

Don't leave it for chance. If you can, try to create content for a mid to long term time frame such as a few months. Then you can simply program it (especially in Wordpress) so that it is published automatically. Then you won't have to worry about this page getting hit by this type of SEO factor.

4. Don't reuse duplicate content.

Content is king, and duplicate content is a sin. If having duplicate content on a website before was already a big problem, much more now with this new update. Seek to establish your doorway or EMD pages with unique fresh relevant content that will signal to Google's search that users aren't bouncing from it, and also that they are clicking through to other pages on your site. Most especially if you use Google Analytics to monitor your site's traffic.

5. Avoid common multipage websites if possible.

It's OK to have a page or two and make them part of your site's navigation as if they were your website. But if you extrapolate on this and let's say, you have like 30 pages, and all these pages are in the top navigation, this is going to be a real red flag.

If you have a site such as this, try to break that site up into a few smaller sites, this way it won't seem too obvious what your intent really is. Also, create some internal links by creating some content for the site itself, this way the site will have more authority in its niche.

These are some pointers that we hope will help you hone your SEO strategies. These will allow you to stay tuned to the latest Google updates, and will also enable you to grow your Traverse City SEO potential.


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