A gateway page is a page that redirects a user to a new page without fulfilling their request or answering their search query.
Gateway pages exist to boost visibility and ranking in SERPs. They do this by compelling the end user to search a web page for a specific link that answers their query. This increases page dwell time as they believe they will discover relevant content.
When the end user finds the link, they click it and it takes them onto another page away from the main web page, rather than back to SERPs. This in turn decreases bounce rate.
They can also be used in an attempt to rank for multiple keywords.
Gateway pages are bad for a few reasons.
Therefore, when reviewing your websites, there are a few questions that you should ask yourself to help you discover whether or not you have gateway pages.
Do you have pages that:
If you find that you do have gateway pages, delete them.
The best way to avoid being tempted by black hat techniques like gateway pages is to focus on legitimately building your SEO strategy with white hat techniques.
Create compelling and valuable content that will enhance UX. Optimise your content with target keywords found through quality keyword research.
Avoid duplicate content at all costs too, focus on providing valuable content to your audience that increases your page authority. Hand in hand with this, you should also rid yourself of any empty pages.
Question whether or not you really need multiple domains. Might a single domain suffice? And make sure your website flows well, take a look at your site architecture. Is it easy to navigate? Do you have internal links in all the right places?
Think you’ve found some gateway pages and don’t know what to do about them? Give us a call and we’ll put you together with a team that will check it out.
In the meantime, why not check out our training courses to learn some of our favourite SEO practises that you can implement as soon as you’re done!