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Doorway pages are pages specially optimized for one search engine and 1-3 keywords. They are also known as "gateway," "bridge," "entry," "jump" or "supplemental" pages. Doorway pages stand on their own, separate from the rest of a site. They usually feature a logo, some text and a link that encourages visitors to enter the site.

Thanks to innovations like themes, link popularity and click-tracking, doorway pages are no longer the "magic bullet" they once were. Search engines are getting better at looking at the whole picture, not just one page.

That's not to say that all doorway pages are evil. Sophisticated doorway pages (those that contain unique optimized text) are still an excellent way to rank with the search engines. And if your web site has dynamic or otherwise unspiderable content, doorway pages may be the only solution.

If you're compelled to use doorway pages, never create more of them than there are "real" pages on your web site. Search engines understand that some pages can't be indexed and will generally allow you to create one page pointing to each page on your site. As long as your doorway pages present unique and useful information, search engines won't ban them.

Many optimization services promise to create surefire doorway pages as part of their service packages. If you're shopping for such a service, look out for exaggerated or unreasonable claims about the effectiveness of these pages. Beware of any company offering to create "50 custom pages that will rank high on all search engines" or making a similar promise. Such claims are usually unsubstantiated.

You should also be skeptical of any service that promises to create ten or more doorway pages without first finding out how many pages your site has. Remember, search engines frown on an excess of such pages. Any optimizer who doesn't know that shouldn't be trusted.

Learn what tactics each search engine considers spam and refrain from using them for those doorway pages. Refer to the search engine statistics table for more information. Also, don't forget to use unique content on all of your doorway pages.

• Can help your site rank high for any keyword in any engine.
• Should be optimized for one keyword, one engine.
• Should be tailored to each engine's specifications.
• Should never be used for directories.