Ignore the search engines at your peril. In the on-line casino business, the competition for those first slots is especially fierce. One way you can lift your gambling-related site above the crowd is by using doorway pages. They also take into account your link popularity - in other words, how many other sites are linking to you. Doorway pages are separate pages that display your logo, some text, and a link to your site.
Every search engine is different and seeks different attributes.
No single page can accommodate all of them. In addition, some engines have an aversion to frames, large graphics, and certain kinds of file formats. Doorways give the engine a search-friendly page instead of a possibly hostile home page. That means one site can have many different doorway pages in order to please the criteria of the different search engines. Keywords repeated frequently b. Higher percentage of keywords compared to the rest of your content.