The idea is to give visitors multiple access paths to the site. Most people really don't know how to search, and, as a result, are either too general, or too specific. Therefore you have to be able to draw a "map" that turns a
searcher into a visitor.
I have mentioned log files as a way to find out what words searchers use to get to your site as a method of identifying which keywords to use. Also, I mentioned using WordSpot to identify top search terms. With a doorway strategy, you need to use both of these resources, because you are going to "build" a single page around one word.
To be effective, as I mentioned in the last article, the <HEAD> title, description, and keywords all need to have the main keyword in the primary position. Repeating the keyword in any of these sections is not advisable. What is important is that the title and description be clear and concise; and the description itself, offer a reason or a benefit to the searcher to click into your site.
The page needs to have the look and feel of the site without being overburdened with options. In other words, if the searcher is looking for information about "widgets", offer just enough (text) links about "widgets" to draw them further into the site to satisfy their curiosity. If the content is strong enough, the searcher will go further. But, whatever you do, don't offer paths or choices that are unrelated to their original search; such as, for example, chat and discussion boards (or whatever).
The "doorway" should be clean and uncluttered and have an <H1> and <BODY> that uses the search term in the primary position. I usually use an opening paragraph that repeats the search term a couple of times, then follow with statements about the term using the term itself as a text link. With three or four statement/text links in place, the final paragraph is 2 or 3 sentences about the company, so the visitor gets a feel for the rest of the site.
In addition, I use an ALT of the keyword in the logo area, which should be the only picture on the page, and a comment or two that utilize the keyword.
After all this is said and done, your page may still, after submitting, be buried in the results. Depending on the popularity of the search term, and the savvy of your competitors, your efforts may go unnoticed. Well, if that happens, don't lose heart, just keep trying to tweak your page. There are some really good Search Professionals out there. It takes a bit of practice to really get a feel for the process.
