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5 Content Marketing Techniques to Solve the Doorway Page Problem

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Content marketing is portrayed as an elixir for branding. Whenever your branding goes out of track, you pull a trick to put it on the track again. The trick you pull every time is high-quality content.

This portrayal corresponds to reality in the online marketing world where content marketing solves almost all the problems.

Digital marketers tend to ignore the issue of doorway pages. Google warned them a long time back that non removal of doorways from the site would amount to penalties. Many didn’t pay heed to the warning. Many SEO-friendly sites with high- quality backlinks still have doorways.

What is the doorway page issue all about and how can content marketing solve it?

Keep reading to find the answers.

Content Marketing

Doorway pages

Google has defined doorways as pages, created solely for the purpose of ranking. Google has put it as; “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.”

Put simply, Google’s priority is the search experience of users. If a page accounts for a poor search experience, then it’s a doorway. If the volume of content on a page is thin or the content is not useful, yet contributes to the sales funnel, then Google might be prompted to consider the page a doorway.

Now, let’s see how content marketing can steer a website clear of doorways:

Content duplication

Unique and informative content, composed with a creative flair, adds value to a page. Uniqueness is the preamble to a better search engine visibility. Duplicate content, on the other hand, puts a site in harm’s way.

Pages with substantially similar content are at a high risk of being identified as doorways. Contrary to the popular belief, content duplication is not always easy to avoid. Local landing pages are the best example of that.

A multi-location business can have several local landing pages, with similar content on them besides NAPs. As a result, Google may consider them doorways. One way to separate each from the other is to add reviews and testimonials from local customers.

Location-specific keywords and citations can also bring substantial differences in them. Localized content is a product of content marketing and it can solve the content duplication problem for local landing pages.

Value-added search footprint

Penalizing sites that occupy top placements in the SERP without unique and user-friendly content is compulsory for Google. Or else, the SERP would be filled with irrelevant pages, worthless for searchers.

How to add value to search footprints?

Through content marketing. It is the only window leading to value-added search footprints. A webpage failing to retain the incoming traffic for long indicates the content on the page lacks value. Such pages may be considered as doorways by Google.

Eliminating the doorways is one of Google’s priorities and a separate algorithm to deal with them could be just underway. Here’s what Google said:

To improve the quality of search results for our users, we’ll soon launch a ranking adjustment to better address these types of pages.”

As an inbound marketer, your job is to check

  • Which page is optimized for which keyword/s
  • Whether the page has content relevant to the keyword/s
  • Whether the content is useful for visitors, coming to the site through the keyword/s

It seems Google has problems with pages without sufficient volume of user-friendly content, and also with pages optimized for the wrong keywords.

Landing page compression

How about merging the landing page with the homepage? Doesn’t strike me as a bad idea. How about you?

Let me clue you in on its benefits.

Homepage and landing page being the same can make the website clutter-free, and ease up the navigation for visitors. It can also drive up the conversion rate.

In a time when a loading-time delay of just one second can cause 7% reduction in conversion or wash $1.6 billion down to the drain for a retail giant like Amazon, some may find the journey from homepage to the lead capturing page a long one.

Wondering whether any site has tried this yet? The screenshot below holds the answer:

call-to-action

Source

The red marked texts are the call-to-action. Normally, call-to-action elements are found on the landing page. But the screenshot above shows they can be on the homepage as well.

The content doesn’t beat around the bush, rather gets down to the business quickly. Thanks to the merging tactic, lead-generation can be less-troublesome and more overt, benefiting a business.

The success of this strategy depends on content marketing. You can see in the screenshot above that only 50% of the page was for text-based content. Adding useful information, one or two consumer reviews and sales punchlines, within such a tiny area requires content marketing prowess.

Goal-driven design

Goal-driven design eases up conversion. It has visual hierarchy at its core, which leads visitors to the call-to-action. Other than being a conversion booster, goal-driven design prevents a page from being declared a doorway by Google.

The visual hierarchy can have a motivational message in the beginning (a headline), facilitators in the middle and call-to-action elements in the end. The headline reminds visitors about their goals.

The facilitators are embodiment of the goals. If a person’s goal is saving money, then insurance policies, IRA guidelines, etc are facilitators. Call-to-action are submit buttons that enroll one for a policy or enlists him for IRA arrangements.

Such a hierarchy can be a great alternative to a faux-sales funnel, which turns pages into doorway candidates. According to Google, doorways can bePages generated to funnel visitors into the actual usable or relevant portion of your site(s).” As the visual hierarchy highlights the goal and the facilitators, visitor find it relevant and usable.

This way, pages with goal-driven design don’t meet any criteria that make them doorways and Google goes gentle on such pages.

Visual content

It may be hard to relate visual content to doorways. But they do add up. Here’s how:

#Image search: Google loves original images. Pages with original images get a lot of traffic from image search. A high volume of traffic is a reliable indicator that the page has useful info for visitors. This way, Google don’t consider those pages doorways.

#Pages hard to find: Such pages are at risk. If the pages drive traffic but are not integrated into the synergy, then they may be considered doorways. While many suggest deletion of such pages, a much simpler and workable alternative is to add product images to them, so that people could locate them through product searches.

Conclusion

Getting rid of doorways is one of the SEO challenges. Sure, there are other remedial methods, aside from the five techniques discussed here. But the tips shared here are related to content marketing and very simple to follow.

William Johnson belongs to the most creative field of digital media: web design! Currently, he is obsessed with the latest trends in e-commerce development, search engine optimization techniques, and social media analytics. He has been a regular contributor to leading online portals such as SEMrush, SmallBusinessTrends etc.

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Advanced Blogging Tip: Have a Poor Link Memory

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I create oodles of content daily. One tip to being prolific is to have a poor link memory. I forget what I published content-wise and link-wise to keep publishing content frequently. Do you know how most bloggers publish one blog post, include a link to a product and/or service, and keep checking the post again and again, to see how the link performs as far as clicks and conversions and sales and profits and money? I never do that. I have no time and energy to check how my links perform because I have a terrible link memory. I am always on to the next piece of content to create and the next link to place and the next person to help because I have a poor link memory. I forget links. This works perfectly for me; makes me super duper prolific.

Most bloggers attach to and cling to particular business links. What happens if you attach to a link? You give attention and energy to checking the link again and again instead of creating more content from a generous, prolific energy. How can you appear to be all over your niche if you check links regularly throughout the day and if you are not creating helpful, new pieces of content? You cannot be super successful if you are not prolific and you cannot be super prolific unless you have a poor link memory. Be generous, abundant and detached by forgetting links you place in posts; especially links pointing to business opportunities.

I link to my blogging course quite a bit but never get attached to any one link or blog post or guest post through which I link to it. Why? I have more fish to fry. I have more content to create and more bloggers to bond with and more folks to help and more bloggers to connect with and heck, after converting 50 more of my eBooks to paperback, I will have over 200 products about on Amazon, under the Blogging From Paradise umbrella. That is a lot of products to promote! We need to have a poor link memory to forget the prior link we promoted so we can move forward and promote more links, more content and greater blogging success. Envision yourself having an abundant mindset. What happens if you do not feel like anything seems short, scarce or running out? Being prolific is what happens. Being generous is easier if you are not burdened by any link to promote, to review and to assess regularly. I am not opposed to scanning metrics if doing so feels good and relaxing but most bloggers never take the time to assess their genuine feelings when it comes to how they feel promoting links.

I do. I am ruthless in assessing, observing, embracing and moving along my energies because watching your energy is the key to blogging success. Blogging from abundance, relaxation and trust leads to success while blogging from fear, scarcity, tension and anxiety leads to failure.

Which road do you prefer to take?

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How to Get Over the Fear Nobody Will Buy Your Product

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Ship. Publish.

Promote the heck out of the product. Unearth fears. Feel fears. See fears come true. Release fears. Sell your product. More and more folks buy your product only if you face, feel and release fears aligned with the product. If you hold the fears ya ain’t selling the product. Even if you publish a blogging product – like my blogging course – and sell it for a little bit you will not generate big sales until you fail enough to finally feel fears triggered by failure. Feeling fears clears fears which clears resistance which helps you inspire more people to buy the product.

Getting over this fear is messy. Do you enjoy feeling like a complete loser? Nope. Do you enjoy feeling like a complete fraud, or huckster, or embarrassed or ashamed? Nope. You hate trying so hard and then, no freaking people buy the course you promoted 10,000 times but doing so and feeling fears triggered simply makes it easy to promote the product, because feeling and getting over the fear makes you promote the product like you breathe. Being in that space, plenty of people see the product and more folks buy the product.

I promoted my blogging course to the tune of 8,000 page views before someone bought it. 8000 page views was nothing. I had to clear fear-resistance during the 8,000 page views to show the world how fun, freeing and inspired this course was. Fear cleared, more people bought it at 10 times the initial price versus the initial cheapy price. Raising the price ten fold? Yep; another fear for me to conquer. But I did it, and far more people bought it at $350 than at $36. See how funny fear works? You fear something, refuse to feel the fear, and struggle. But feeling the fear and doing it anyway leads to increasing success. Buy the course for a fun, entertaining, inspired blogging guide. Tis the season for celebration and joy and love and fun, helpful blogging courses.

I have no tips for nudging into fear save meditating and doing yoga frequently. Following each habit expands your awareness which helps you become intimately aware of your fears, so you can feel fears and release fears. Feels rough but this is part of the blogging journey if you want to get over the fear of selling your stuff. Hey; do you want to hurt people, mislead people or lie to people with your blogging product? No? Then just sell the thing already. Ship it. Publish it. Fear is so insidious. Fear makes you do what you do not want to do, if you trust fear. Fear causes you to tune into an alternate, illusory universe, where nothing is true and everything is lies, smoke and mirrors. Do you really want to take that road? I did not think so.

All I can do is be a cheerleader. You need to be the athlete on the court, not the fan on the sidelines. Get on the court. Publish your product. Promote your product. You will eventually face, feel and release all the fears you need to release to become a successful blogger and to sell your product successfully, too. Get in the game. People will buy your product when you get clear on it.

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Pro Blogging Tip: Release Expectations

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Ouch.

Am I asking you to be a Blogging Buddha? Nope. Not really. No one save enlightened beings completely releases expectations but us mere mortals clinging some to a worldly life can largely release expectations, to become successful and to enjoy the blogging journey. 10 minutes ago, I checked my email. I received a few. I clearly make it difficult to get in touch with me through email because I want to give most attention and energy to building a passive income empire. Every second I spend in email, I could be spending creating content and building connections. Knowing this, it feels good to receive few emails because it helps me scale and move forward from an abundant energy.

Unfortunately, most bloggers have heavy expectations when it comes to receiving email. Bloggers expect a chock filled inbox, with all types of clients, Paypal payments and sponsored post deals. What happens if you get 3 emails daily, all responses to comments? Your expectations not being met levels you, depressing you, making you sad, sapping your energy. If you expect some sweet outcome and reality is not delivering you the outcome to fulfill the expectation, you eventually lose your blogging motivation and quit. Or you make the massive mistake of quitting after seeing your expectations fall short, then, you begin blogging again, quit again after expectations are unfulfilled, and you suffer through this vicious cycle until you fail and quit for good.

Release expectations. Begin blogging with an intent to live your dreams but let go the anchor of expectation because either you feel hopeless after not getting what you expected or you feel average when expectations line up or you feel super high and excited after exceeding expectations, leading to an imminent crash after your emotions settle down. Expectations are anchors, pulling you down, holding you back, preventing meteoric blogging growth. I expect little to nothing blogging-wise because my day is about having fun helping people to blog successfully. I cannot go wrong whether I sell a copy of my blogging course or not because I have no expectations; I just promote the course in a seeming billion places (coming soon) and leave things at that.

If anything, allow a little part of yourself to desire some expectation but make it tiny. Why? If the expectation does not come true quickly, you will keep blogging from an energetic, relaxed, abundant vibe, positioning yourself to succeed. Harboring wee expectations means you remain unstirred if the expectations do not manifest; no crushed, hopeless feeling. Meanwhile, most bloggers with grand, wild expectations often slam into tons of resistance because no spectacular dream comes through and manifest overnight. Living your dream life through blogging requires years and thousands upon thousands of hours of generous service.

Blog for an absolute love of blogging. Be passionate about the blogging process. Release largely on outcomes because weighing yourself down with expectations slows you down. Imagine desiring big blogging bucks only to see an empty inbox for the next 3 months? 90 plus days, zero dollars. After the 90th day, most bloggers quit blogging for good, because they came up so short on their expectations, being frustrated, disgusted, and tired of wasting their time.

Fall in love with the process – not outcomes – to fuel yourself for your blogging journey.

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