Search Engine Optimization - Part 7
Article ID: KB101558
The Ultimate Search Engine Placement Technique
How many times have you seen the headline? You get bombarded with
it in spam. You get hit with it in on-line advertising. Everyone
wants to promise you the guaranteed ultimate weapon. These days, in
the constant battle for rankings, web site developers have been
going to extreme lengths to show up in the top ten results on
relevant search engine queries.
Bad news: There is no Ultimate Search Engine Weapon. Effective
long-term search engine placement, just like any other rewarding
activity, takes tenacity. One of the best ways you can move your
site up in ranking is to put in some work and set up multiple
Doorways are useful for many reasons. Search engines do not do a
good job of indexing "dynamically" generated pages (like .asp pages)
and the criteria for designing a "Search Engine Optimized" site is
usually completely different than the criteria for an attractively
designed site that is designed to sell products. To overhaul an
existing site to rank well on search engines is difficult and most
commonly disrupts the objectives of the original design.
Doorway Sites vs. Doorway Pages
You have probably seen "doorway pages" used with good
results in the past. These keyword optimized pages are set up
independently from the rest of a site and usually feature a logo,
some text and a link that encourages visitors to enter the site.
Unfortunately, because of abuse, the use of doorway pages will more
than likely get you labeled a search engine spammer and actually
retard your efforts at high ranking.
Doorway Sites are similarly keyword optimized independent
pages, however there are some important differences. The most
important distinction is that doorway sites are always hosted on
their own independent, keyword optimized domain name. For example:
if your main site is www.classicpiano.com, you might build sites at
www.used-pianos.com, www.pianos-for-sale.com and
www.discount-piano.com . These independent sites would all be hosted
on independent IP numbers at different ISP’s and all have links back
to your main site.
At first, the suggestion of having several sites, each acting as
a path to your main site, may sound overly time consuming and
expensive, but this is actually a very cost effective program.
An effectively optimized and positioned doorway site can result
in thousands of visitors a month, but let's say that one doorway
site allows you to bring 1000 new visitors a month to your main
site. Hosting costs for a domain should run about $25 per month for
"quality" service. Add the monthly domain name cost (at $15 per
year, divided by 12) and you'll be paying less than $27 per month.
Of course, this doesn't include the costs of actually constructing
the site, so allow another $100 per month for that (these sites
should be simple, utilizing much of the information from your main
site and just optimizing the keywords and content for a specific
product, service or search engine). You are at $127 per month.
That's $0.127, or approximately 13 cents per visitor. Many of us
spend 3 to 4 times that to get traffic through pay-per-click online
marketing programs like Overture.
There are many other benefits to multiple doorway sites; most
important is the weighting that search engines are now placing on
relevant link popularity. By linking all of your sites together you
will increase your search engine ranking.
There are some caveats to utilizing doorways. Search engines do
not like "multiple" pages; they see it rightly as spam. Your sites
can't just be mirrors of each other, they must be as unique and
independent as possible – even the domain name registration should
be done under different "entities." To get the latest up-to-date
information on building and deploying multiple doorway sites please
take the time to visit
Planet Ocean Communications – It’s the source we use to keep up
with the latest changes occurring in the industry. When you sign up
for the Search Engine Newsletter you also receive access to download
The Unfair Advantage Book on Winning the Search Engine Wars.
This guide, updated monthly, is an excellent e-book that takes you
step by step through the process of achieving high search engine
ranking at all of the major search engine sites.
Next: Major Directories & Search Engines
Greg is the CEO of Advantrics LLC, which is the parent company
for PixelMill and
Vivid Office. Greg has an
incredible background in FrontPage Development and Research, and
keeps up to date with the latest Search Engine News. He is the
author of the Search Engine article series from the PixelMill
Greg Snow, PixelMill Newsletter, Volume 2 - Issue 7 : 07/01/2002
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