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Essays, Not Doorways

John Federico

Scott Smigler tells us to avoid "Doorway Pages" and write "Essays" to improve relevance rankings.

An essay page, on the other hand, is integrated into the main website (although not into the navigation structure). It offers real value to the searcher because the content is relevant and well-written. It often has the following characteristics:

  • Clean HTML coding with an HTML design similar to that of other pages of the website

  • A lot of content, with several hyperlinked phrases in the body text

  • Several in-bound links from other parts of the website
  • Example: On the solutions page, you hyperlink the phrase "targeted keyword," to the targeted-keyword.html essay page.

  • Quality content that offers real value to the searcher