by Hessam on March 8, 2011 Tweet
I have already written about the apparent inability of fashion brands to build websites which don’t suck. The German fashion brand Hugo Boss is no exception to this. Instead of ditching their Flash website so search engines can find their content and rank their pages for relevant keywords, they have ventured into the shady areas of SEO by publishing sneaky doorway pages on their domain. Doorway pages are only visible to search engines while “normal” visitors are redirected to a nice looking page without noticing. Very sneaky indeed and completely unnecessary taken into account the Hugo Boss brand authority and the amount of good content hidden in all those Flash files on their site. These doorway pages rank very high in search engines for popular keywords:
It makes me sad to see this kind of cheating, especially by well-known brands who have enough time and budget to be better than the rest. Not only are these fast-track techniques useless, they are also a major waste of time and energy. Rather than trying to scam their way up, they should’ve just looked for ways to beef up their existing pages to make them more search engine friendly. Now they will have to start from scratch.