Google Inc (GOOGL) To Penalize Doorway Pages

Google Inc (NASDAQ:GOOGL) is putting its foot down against doorway pages.

In a post on the on the official Google Inc (NASDAQ:GOOGL) Webmaster Central Blog, the web giant announced that it will soon update its systems to improve user experience and crack down on what it calls web spam.

Google Inc (NASDAQ:GOOGL) is including doorway pages in this category.

“We have a long-standing view that doorway pages that are created solely for search engines can harm the quality of the user’s search experience,” Brian White of the Google Webspam Team writes.

Doorway pages are pages – different from landing pages – that are used by owners of websites to help their sites rank well for a particular keyword or keyphrase. This keyword or keyphrase may not be mentioned on the site itself other than the doorway page. Landing pages are better in this definition as they have user-actionable content or useful information.

The search giant says that for example, a searcher may get a list of results that all go to the same site because of doorway pages. That’s bad because it can frustrate users, the company adds.

“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,” White writes.

Google Inc (NASDAQ:GOOGL) warns that sites with large and well-established doorway campaigns will soon see a big impact to their rankings. It wasn’t clear when these sites should expect the algorithm change to be implemented.

Lee Ainslie’s Maverick Capital owned 659,237 Google Inc (NASDAQ:GOOGL) shares by the end of December. The stake was added to Maverick Capital’s portfolio during the last quarter of 2014.

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