Local Search Expert
- Jun 28, 2012
- Reaction score
Yesterday Google announced an update on doorway pages.
Sounds like an algo change and penalties could be coming soon.
This could have an impact on anyone that's been doing heavy multi-location SEO. But hopefully if you've added lots of great unique local content on those city landing pages you'll be fine. I think lots of large chains and franchises may be doing it right, in a way that's meant for users.
But there are tons of plumbers and other SMB sites that just spam the heck out of their service area pages. Hopefully this update will ding some of the spammy ones that are just trying to rank in other cities - without having an office there OR ones that don't add any value to the city pages.
<a href="http://googlewebmastercentral.blogspot.com/2015/03/an-update-on-doorway-pages.html">An update on doorway pages</a>
Over time, we've seen sites try to maximize their “search footprint” without adding clear, unique value. These doorway campaigns manifest themselves as pages on a site, as a number of domains, or a combination thereof. To improve the quality of search results for our users, we’ll soon launch a ranking adjustment to better address these types of pages. Sites with large and well-established doorway campaigns might see a broad impact from this change.
Here are questions to ask of pages that could be seen as doorway pages:
Is the purpose to optimize for search engines and funnel visitors into the actual usable or relevant portion of your site, or are they an integral part of your site’s user experience?
Are the pages intended to rank on generic terms yet the content presented on the page is very specific?
Do the pages duplicate useful aggregations of items (locations, products, etc.) that already exist on the site for the purpose of capturing more search traffic?
That's just a couple snippets. Head over to read the rest.
Then here is the actual "Doorways" page in the guidelines that spells an example related to local:
"Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page."
Bryan Heckler shared the Google post above yesterday AM at the Pro Community.
Here are some related posts on the topic:
Andrew Shotland made some good points at Local SEO Guide:
<a href="http://www.localseoguide.com/googles-about-to-close-your-local-doorway-pages/">Google's About To Close Your Local Doorway Pages</a>
Miriam did a good post over at the Moz QA forum:
<a href="http://moz.com/community/q/how-google-s-doorway-pages-update-affects-local-seo#reply_284903">How Google's Doorway Pages Update Affects Local SEO</a>
Search Engine Land: <a href="http://searchengineland.com/google-to-launch-new-doorway-page-penalty-algorithm-216974">Google To Launch New Doorway Page Penalty Algorithm</a>
The SEM Post: <a href="http://www.thesempost.com/doorway-pages-ranking/">What SEOs Need to Know About Google's Doorway Pages Search Ranking Adjustment</a>
WebProNews: <a href="http://www.webpronews.com/google-just-announced-another-new-ranking-adjustment-2015-03">Google Just Announced Another New Ranking Adjustment</a>
And a forum thread here: <a href="http://www.localsearchforum.com/local-search-news/29374-last-days-old-time-local-search-engine-optimization.html">Last days of Old-Time Local SEO</a>
What do you guys think?
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