What Are Doorway Pages (Doorways)

31 Oct 2025 Updated: 31 Oct 2025
By Bill Robertson
Glossary
Doorways are SEO pages created just to rank for search queries and redirect users to another site — usually an affiliate offer.

How it works:

  1. Dozens (or thousands) of similar pages are created for different keywords.
  2. The content is generic or stuffed with SEO phrases.
  3. A user finds the page in Google, clicks — and gets redirected to the real offer.

Example:  You Google “no deposit casino 2025.” Click the result — and boom, you’re taken to a casino affiliate landing page. That’s a doorway.

Where they’re used:

  • Black or gray-hat SEO
  • Affiliate niches like iGaming, crypto, dating
  • Arbitrage (especially international traffic)

Why they exist:

  • To grab cheap organic traffic
  • To redirect users to offers quickly
  • Sometimes to bypass ad rules or geo filters

Risks and downsides:

  • Break search engine rules
  • Often get banned
  • Low-quality content
  • Short lifespan — they get flagged fast

Still used today?
Yes, but in smarter ways: cloaking, AI-generated content, hidden redirects. These “doorway 2.0” tactics are sneakier and harder to detect.

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