Google says this, Google says that, blah blah blah. And as Google rakes in billions and dominates search, who am I to question Google’s motives? Obviously it is all about money.
But not “little money”. Big money. Serious money. A few hundred per day from everyone marketing products on the Internet. And since we all know doorway pages are the defacto standard for capturing an audience’s attention (they work, consumers like them, they are affordable and flexible), is it any wonder that Google has reserved the right to use doorway pages exclusively for itself, threatening to ban any one else deploying this very effective Internet marketing tactic?
Google’s Doorway Program is called “Pay Per Click” and you literally pay per click. Just as you do when you build your doorway pages for Microsoft’s search product of the month, you will need a keyword list for use with Google’s doorway system. For each targeted keyword, you tell Google what you want your doorway page to say, and where you want the traffic to click through to. Google does the rest. But unlike Live.com search, where you need to publish your doorway pages and get them indexed to rank properly for the target search terms, Google displays your doorway message and link URL right on the SERP for the target search phrase. It doesn’t get any easier than that!
Need to roll out 10,000 doorway pages on MSN? It might take 2 days to do all that! But with Google, you just upload 500 or so keywords, tell it to munge them into 10,000 related and associated keywords and phrases, and put in your cousin’s credit card. For hundreds of dollars per day, you’re rolling in the SERPs.
Seriously, folks. At $300/day that’s a $10k per month SEO spend… just about right. And of course we all know that those ethical SEO snakes have ways of monetizing those doorways beynd the obvious client benefit. They put back links on them to support their own SEO businesses, they sometimes skim the traffic, and they watch the click stream for competitive intel they might be able to use elsewhere. Just. Like. Google.
The next time you client says “we rank for blue widget replacement parts but we should also rank for blue widget repairs and blue widget parts just tell them they need a few more doorway pages. And of course offer to build them for less than a few dollars per day per page. And watch them decide instead to buy the keywords on PayPerClick. And then wait for them to come back in a few months, broke, asking for discounted SEO services because they are on last legs and need to try anything to survive.
What do I want for Christmas this year? A competitive search engine to rival Google. I don’t care what comes from that wish as long as it includes change.