Doorway Algorithm Update Affecting Location Based Pages?

[ColeLusby]

Hi all,

I read this article concerning the doorway algorithm update - http://searchengineland.com/google-to-launch-new-doorway-page-penalty-algorithm-216974

This quote is what got my attention:

"How do you know if your web pages are classified as a “doorway page?” Google said asked yourself these questions:

• 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?
• Are these pages made solely for drawing affiliate traffic and sending users along without creating unique value in content or functionality?
• Do these pages exist as an “island?” Are they difficult or impossible to navigate to from other parts of your site? Are links to such pages from other pages within the site or network of sites created just for search engines?"

We utilize location based pages for ourselves and a few clients too.

**Example Case: **

-We attempt to rank for "keyword city/state" - "keyword city/state" - "keyword city/state"

The keywords will often be the same such as "AC Repair" or "Physical Therapy" etc. with city / state combination such as "Tulsa, OK" "Seattle, WA" etc.

The goal is to rank locally for those terms (NAP is applicable in some circumstances).

Does the above case classify as a Doorway page? According to that definition, it does. However, this is a business that services that area. Some don't have physical address there but they do service that area (whether it be AC Repair or Website Design). Please advise me as to what a doorway page is exactly & if my practice is in-line.

Thanks,

Cole

[MiriamEllis]

Hi Cole,

Unfortunately, yes - the set of pages being surfaced by Patrick would pretty much fit Google's definition of doorway pages, in my opinion.

The content has been duplicated across multiple pages, simply switching out the city names.

I recommend a couple of things here:

1. Read the thread I started about the doorway pages update when it rolled out: http://moz.com/community/q/how-google-s-doorway-pages-update-affects-local-seo

2. If you are currently developing these thin/duplicate content pages for yourself and your clients, this is definitely a great moment for you to rethink your strategy. It's my personal belief that content should only be published if it is unique and helpful. If you don't have unique content to publish on these types of city landing pages, then you don't have a reason to publish them.

Each local business that wants to cover cities in which they lack physical locations faces this same interesting challenge - identifying the legitimate connections between the business and the focus communities. These real-world connections need to be showcased on the landing pages. If they don't yet exist, the business needs to discover if the relationships can be developed and then showcased. If there are no opportunities for relationships, then these types of page don't really belong on the website in question.

Fortunately, a website design company has the opportunity to build direct relationships with its clients in the various cities it is serving. For example, if Alexandria is a city in which you have clients, your Alexandria page can be the place you write up these projects, including project descriptions, customer testimonials , video content, etc. When you've achieved showcasing, perhaps, five great clients on the Alexandria page, see what else you can do to make it unique. For example, does you company host or participate in industry events in this city? Sponsor a little league team there? Have a unique take on rising industries in the city? Anything you can think of that will demonstrate the strong relationship you've built on the business scene in a town will prove to new potential customers that you are very involved in serving businesses in their city.

There are no shortcuts here. Developing the writing for these pages calls for your greatest creativity and a decision to allot time and funding to creating city-related pages that are the gold standard in your industry and geographies. This mindset has always been appropriate, but now, with Google's doorway update, it has become a must.

3. Recommend you also read:

http://moz.com/blog/local-landing-pages-guide

http://www.localvisibilitysystem.com/2013/04/30/16-ways-to-create-unique-local-content-for-cities-where-you-want-to-rank/

[ColeLusby]

Hi Patrick,

We also drive traffic to these pages via Adwords / Bing Ads.

What if we change the content on these pages slightly differently.

Would that be good?

For ex: having local information such as who you've served or how you serve them (via Skype) rather than in person.

Reason why is because we get some traffic from some of these locations.

Thanks,

ETA: you can't do a local listing (Google Business) without a physical address.

[PatrickDelehanty]

Hi Cole

Thanks for posting these. My opinion - it's the same content on all of these pages...

https://example.com/website-designer-alexandria-la/
https://example.com/website-designer-baton-rouge-la/
https://example.com/website-designer-lake-charles-la/
https://example.com/website-designer-new-orleans-la/

So while you may do service in these areas, you're better off finding local listings and opportunities to promote your business in those areas. Maybe find Chamber of Commerce opportunities or something along those lines. You're also look specifically at Lousiana, so I would focus more at the level and mention throughout the site (without overdoing it) that you service particular areas if that's the case. If it's the whole state, there's no real need to do that.

Those are my suggestions. These pages don't provide any value and can be considered spammy and overoptimizing. You're better off looking at citation and listing opportunities and focusing at the state level rather than building out pages for cities. Does that all make sense?

Take a look at these:
Local Learning Center (Moz)
Local SEO (Moz)
Moz Academy (Moz - focus on Local section)
On-Page Factors (Moz)
Best Practices for URLs (Moz)

Let me know if you have any more questions or comments. Good luck!

Edited: Links changed at request of OP.

[ColeLusby]

I also believe one way we can improve is to have a paragraph in the middle talking about who / how we service that particular location.

We aren't hiding our navigation or other site features as some "doorway pages" do.

Thanks,

[ColeLusby]

Hi Patrick,

Here is an example.

I'd like to take it down fairly quickly if I can get some feedback. I'd rather not have our example / client work available to the public for an extended time.

Thanks,

Cole

[PatrickDelehanty]

Hi Cole

Can you put a URL(s) in this so we can get a better idea of what you're trying to say? Your language is a tad confusing. It'd be easier to help if we can see an example. Let me know, thanks so much!