Doorway Page – Definition

Cite this article as:"Doorway Page – Definition," in The Business Professor, updated November 23, 2018, last accessed November 26, 2020,


Doorway Page Definition

Doorway pages are website pages created specifically to gain high ranking in a search engine index and to manipulate the users. These pages are generally stuffed with some keywords and phrases and lead to multiple similar pages in search results where each result takes you to the same destination.

A Little More on Doorway Pages

A doorway page is basically a technique to SPAM the Internet search engine with several similar pages with minor variation. They sometimes use redirection or cloaking and redirect the visitor to another page without their knowledge. It is known as a black SEO technique.

Doorway pages are also called portal pages, bridge pages, jump pages or gateway pages. These are some low-quality pages often machine-generated optimized for specific keyword or phrase. In most of the cases, these pages are redirected with a fast meta refresh command to another page.

The doorway pages also use JavaScript to redirect the user to another page, the page the website wants them to visit. As the search engines penalize the websites for using Meta refresh command the doorways often trick a user to manually click through the next site. Websites also use scripting languages like Perl or PHP to create dynamic doorway pages.

While the normal doorway pages are often easy to identify, the content rich doorways trick the users further by maintaining a more natural appearance. These pages do not use redirection, rather they offer standard links as calls to action like click here to enter.

Search engines discourage gateway pages and have strict guidelines against using this technique, but these pages often make their way through paid inclusion programs.

References for Doorway Page

Academic Research on Doorway Page

Worst practices in search engine optimization, Malaga, R. A. (2008). Communications of the ACM51(12), 147-150. This pieces take a unique approach to analyzing search engine optimization (SEO) techniques by discussing some of the least effective and ill-advised practices. Academic studies, real-world cases, and ongoing research projects are presented as part of the article.

Ethical issues on content distribution to digital consumers via paid placement as opposed to website visibility in search engine results, Weideman, M. (2004, April). In The Seventh ETHICOMP International Conference on the Social and Ethical Impacts of Information and Communication Technologies (pp. 904-915).

A Quantitative Study of Forum Spamming Using Context-based Analysis., Niu, Y., Chen, H., Hsu, F., Wang, Y. M., & Ma, M. (2007, February). In NDSS. The authors conduct a comprehensive search of spam blogs, honey blogs, and spam comments to examine the reach and effectiveness of forum spamming. Analyzed from the perspectives of the search user, the spammer, and the forum host, the authors use empirical analysis to find that forum spamming is a major issue that affects a great number of blogs. Recommendations to combat this problem are suggested.

A taxonomy of JavaScript redirection spam, Chellapilla, K., & Maykov, A. (2007, May). In Proceedings of the 3rd international workshop on Adversarial information retrieval on the web (pp. 81-88). ACM. This research takes a look at common JavaScript redirection techniques. The findings indictate that many JavaScript redirection spam pages employ obfuscation techniques. The style and methods of these techinques are discussed, and counter-measures are recommended.

Gateway Widens Doorway to Imposing Unfair Binding Arbitration on Consumers, Sternlight, J. R. (1997). Fla. BJ71, 8. This article takes a look at a series of court rulings that empower companies are to discretely impose binding arbitration agreements on their unwitting customers. A decision supporting Gateway highlights the difficulty that states have crafting statutes that will protect their consumers from being forced into binding arbitration agreements.

Finding the linchpins of the dark web: a study on topologically dedicated hosts on malicious web infrastructures, Li, Z., Alrwais, S., Xie, Y., Yu, F., & Wang, X. (2013, May). In Security and Privacy (SP), 2013 IEEE Symposium on (pp. 112-126). IEEE. This large-scale study examines over 4 million malicious web links to examine the relationships that makeup the malicious web infrastructure. These bad actors are almost always related to each other, with very little legitimate web traffic, providing a way for the authors to create a graphical approach to detecting and avoiding malicious sites on a large scale. Their methods are data are offered in great detail for peer analysis and practical application.

Characterizing long-tail SEO spam on cloud web hosting services, Liao, X., Liu, C., McCoy, D., Shi, E., Hao, S., & Beyah, R. (2016, April). In Proceedings of the 25th International Conference on World Wide Web (pp. 321-332). International World Wide Web Conferences Steering Committee. This article offers an introduction to and analysis of long-tail search engine optimization (SEO). This popular SEO practice has become a new platform for spam attacks that are threatening commerce and security on the web. The authors analyze the methods of long-tail SEO attacks and offer recommendations for pushing back against this practice.

Search+ seizure: The effectiveness of interventions on seo campaigns, Wang, D. Y., Der, M., Karami, M., Saul, L., McCoy, D., Savage, S., & Voelker, G. M. (2014, November). In Proceedings of the 2014 Conference on Internet Measurement Conference (pp. 359-372). ACM. This article provides an explanation and analysis of the practice of abusively manipulating search results, often called black hat search engine optimization (SEO). The authors undertook an 8-month study to produce empirical data documenting the practice. They look at the effectiveness of the practice and offer recommendations to combat this tactic.

Information leakage through online social networking: Opening the doorway for advanced persistence threats, Molok, N. N. A., Chang, S., & Ahmad, A. (2010). This article outlines the practice of manipulating online social networking (OSN) that takes advantage of the online activities of a firm’s employee to gain access to restricted information. The authors outline the methods by which OSN can be exploited, and offers recommendations to combat these threats.

System Function Definition and its application to Doorway Redesign project, Nguyen, M. T. This article uses a project to redesign physical doorways in Canberra, Australia as a method of examining the process of System Function Definition (SFD). SFD is one of many tools that can help identify all the possible users and interactions within a particular system. The background of SFD is discussed, and various applications and benefits are considered.

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