A site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web (Web portal) or a niche topic (vertical portal).


Web portal services often include a search engine or directory, news, email, stock quotes, maps, forums, chat, shopping, and options for customization. These are only some of the most frequently offered services; large portals often include dozens or hundreds of bundled services.

Portals are one-stop destinations for advertisers and marketers, too, offering a endless variety of choices.

Types of Inventory:
* keyword (high)
* category (medium)
* run-of-site (low)
* geographic
* demograph
Advertising Formats:
* banners & buttons
* text links & search results
* multi-format sponsorships

see also: Digital Marketing Tools

Related Terms

search engine, metasearch engine, Web directory

view all terms in the SEO glossary or all terms in the Digital Marketing glossary


Can Portals Resist The Dark Side?
Search Engine Watch (June 4, 2001)

Toll Booths at the Portals’ Gates
BusinessWeek (April 23, 2001)

Portal Peril
ClickZ (September 5, 2000)

Portal Commerce Deals Lack Results
ZDNet UK (April 7, 1999)