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Doorway to Heaven... A Primer on Doorway Pages

By: Heather Reimer

Heather Reimer was a journalist for over 15 years and is now the Creative Copy Editor for, a leading edge affiliate management and marketing company.

iGlobalMedia works with over 30,000 webmasters and promotes some of the best gaming sites online. You can see their newsletter at

Webmasters, a word of caution: ignore the Yahoos, Googles and Excites of the world at your peril.  Survey results vary but have shown that 80% or more of all traffic comes from search engines.  More importantly, 94% of users never read beyond the first 20 listings.  Predictably, the competition for those first slots is especially fierce.

One way you can lift your site above the crowd is with doorway pages.

They’re known by a lot of different names: gateway, bridge, entry or jump pages.  By whatever name, savvy webmasters use them to get higher search engine rankings by feeding the engines what they crave.

So, what do the search engines want? 

They have an appetite for things like:  keyword frequency; meta tags; HTML title tags; URL names and even alphabetical placement.  They also take into account your link popularity - in other words, how many other sites are linking to you.

How do doorway pages provide that?

Doorway pages are separate pages that display your logo, some text and a link to your site.  More importantly, a doorway page includes carefully chosen keywords that best define your site FOR THAT SPECIFIC SEARCH ENGINE. 

Why can't the search engine get all that from your optimized home page?  Every search engine is different and seeks different attributes.  No single page can accommodate all of them.

Plus, some engines have an aversion to frames, large graphics and certain kinds of file formats.  Doorways give the engine a search-friendly page instead of a possibly hostile one.

That means one site can have many different doorway pages in order to please the cravings/criteria of the different search engines.

Here are a few general guidelines that all engines tend to look for:
  1. Keywords repeated frequently
  2. Higher percentage of keywords compared to the rest of your content.
  3. Keywords first, up high on the page. 

If you would like to know more about doorway pages and why you should consider them, check out this useful site:
For a step-by-step guide on how to create doorway pages, including HTML coding, this article will walk you through the process:
Then, start opening the door to those elusive search engines with doorway pages!

© Copyright 2000, Heather Reimer

Other Articles by Heather Reimer

The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.


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