A bridge page, sometimes called a doorway page or gateway page, is a webpage created specifically to redirect visitors to another website or page. Instead of offering unique and valuable content, a bridge page serves as a pathway, directing users from search engines to another location, often for marketing purposes. Unlike a pillar page, which provides comprehensive content on a main topic, a bridge page typically lacks depth and value.
Why Are Bridge Pages Created?
Bridge pages are generally used for purposes such as:
- Driving Traffic: Bridge pages are intended to capture search engine traffic and funnel users to a specific destination page.
- Improving Click-Through Rates: By including keywords and basic content, bridge pages aim to attract search engine attention to drive visitors to the target site.
- Supporting Marketing Campaigns: Bridge pages are sometimes created for promotions or advertising efforts, directing users to relevant pages that lead to sales or conversions.
How Do Bridge Pages Work?
Bridge pages operate by targeting specific keywords to appear in search results. When users click on a bridge page, they are redirected or encouraged to move on to the main website or page. Here’s how the typical process works:
- Minimal Content Creation: Bridge pages often have limited, repetitive content rather than providing helpful information. Unlike a pillar page, they focus more on navigation than value.
- Links and Redirection: Bridge pages include links or redirections to guide visitors to a specific destination. This can be done through clear call-to-action buttons or automatic redirects.
- Navigational Impact: A bridge page does not usually contribute to website navigation or the main structure. In many cases, it functions as an orphan page, isolated from the rest of the site with no links leading to it from other pages.
Alternatives to Bridge Pages
Instead of using bridge pages, websites can improve SEO by focusing on creating pillar pages with in-depth, useful content. These pages enhance website navigation by connecting related topics, providing users with a valuable experience. Also, linking pillar pages properly prevents orphan pages and strengthens the site’s structure, ultimately improving visibility in search results.