A while back, doorway pages were all rage. Everyone was scrambling to create hundreds and thousands of pages to essentially trick search engines into leading people to their sites. It seemed unethical to me, and I figured that engines would pick up on this and bring it to an abrupt halt. And they have. They want pages with content. So much for all those doorway pages. It was a big waste of time and effort.

Most web sites consist of several pages. Hopefully, each page covers a specific, but related topic. And, hopefully, there is already a navigational system in place, where each page links to all other pages. This is a must.

If you have a site, for example, on Internet Marketing, you already know that this subject encompasses many topics. Each of those topics deserves its own page. You might have pages on Ebook Marketing, Promotion, Ezines, Search Engines, etc.

Each page in your site is already a 'doorway.' If you optimize each of these pages as if it were a doorway page, you will get a good ranking in Search Engines. First, make sure that each page sticks to a particular topic. Then write your meta tags accordingly.

Here are some guidelines for top placement in Search Engines:

* Try to limit your meta keywords (preferably phrases) to 3. The worst thing you can do is have a gazillion keywords. Your relevancy will be shot to heck and you might get listed, but you will be #3,583,204. No one will find you.

* Do not use same keywords on every page. Each page is different, so make keywords different.

* Make sure your keywords appear in title tag, description tag, and all over your page, especially near top.

Conventional wisdom is wrong… again! That's only possible explanation for fact that one of most powerful search engine positioning techniques ever invented is used by fewer than 1% of all websites.

Ask any "expert" how you can improve your site's link popularity and they'll tell you to trade links with other websites. Don't they know there's a better way?

What's Wrong With Link Swaps? Don't get me wrong - link swaps are better than nothing. However, there are three big weaknesses inherent in any simple link swap.

First, search engines rarely index links pages, mostly because there are usually no external links to them. Translation: that link swap you just negotiated may not even get noticed by search engines.

Second, your link usually goes on a page full of other links, with few if any external links supporting it. Translation: search engines like Google will give link minimal weight, even if they find it.

Third, keyword content of page that links to you is completely beyond your control. Translation: search engines may not see link as relevant to your site's keywords.

What's The Answer? Instead of swapping links, swap content. If each website provides other with a one-page article on a subject they both cover, and they set it up properly, weaknesses of a traditional link swap don't apply.

How To Set Up A Content Swap: This may take a little more time than a link swap, since each webmaster will want to exercise a little editorial control over articles they publish on their site.