1script - 12:10 am on Jan 30, 2013 (gmt 0)

@besnette: it is a very interesting observation! I have been seeing this in the niches I work in pretty much since the beginning of the Panda era. All the biggest sites in the niche are doing it, and most of the top results in Google SERPs are landing on what appears to be just another set of search results, only this time all results belonging to one site.

Very often (I'd say more often than not) the site that gets #1-#3 in Google SERP does NOT have the answer that they promise in the deceptively worded title and meta description. And even then, it's been years since Matt Cutts proclaimed that Google does not want someone else's search results in theirs and yet this is all over the SERPs I see every day - not only what amounts to either doorway pages or search result pages, depending on how you want to see them, but even after you go through all the doorways, you still won't get the info that Google is sending you to find. And just like you said, you're almost guaranteed to click 2-3 times on various links on that site before you realize that it does not contain the info you were looking for. You're also almost guaranteed to click your "back" button two or three times (which gives the offending site two or three more ad views) before you come back to Google results.

This seems to work for everybody - the site gets 4-6 ad views out of thin air, and Google does not lose the visitor because they have to come back to SERPs anyway, since they could not find what they were looking for. This has become so prevalent among my competitors that I am seriously considering joining the party, just looking for a way to do it safe. There's just no other way: I cannot create content pages at the same rate they can create doorway pages. It's like 2004 all over again!