Multi-Domain Marketing Strategy
Reasons for Employing A Multiple Domain Strategy:
You may be wondering why at all you should use a multiple domain strategy. After all, it is not a widely used method. However, if implemented in the right manner and in the correct situation, it can help businesses make a huge difference. Let us look at some of the reasons why using this strategy might help you:
Your business might be having multiple brands. This situation arises when companies create different brands for related areas. In a situation as this, you can try ranking for the same keyword. This enables you to rank better for your main keyword.
A Specific Keyword That You Want To Emphasise on:
If there is a certain keyword that you want to own, you can use this technique. Zillow and Trulia have been able to gain the monopoly over the keyword real estate.
You Have Multiple Sites With Quality Link Equity:
Link equity can be defined as the influence of links on the ability of a page to rank for certain search queries. In other words, it is the power that is possessed by your links. Websites need to have good link equity to make the strategy work.
Two Effective Multiple Domain Strategy methods:
To implement multiple domain strategy, there are two methods that you can use.
– The first involves developing micro-sites. This involves creating new sites.
– The second option involves using 301 redirects to preserve links and take complete advantage of having an existing audience.
Let us now consider the advantages and disadvantages associated with each of these methods.
There is no doubt about the fact that this method requires time and effort. However, it can yield great results. Firstly, you need to figure out the gap that your micro-site intends to fill. Basically, the micro-site that you create should genuinely serve a purpose and be beneficial for your audience. For creating a micro-site, you may require buying a new domain.
The 301 redirect is an easy yet extremely powerful method. It can enable you to direct 90%-99% of the ranking of the previous link to the new one. This implies that if you purchase a domain that ranks for a certain keyword and is able to redirect that site, you will be able to secure the majority of the old sites links.
However, you will not be able to inherit the ranking. But redirecting is much more convenient than building a new micro-site altogether. You also need to bear in mind that redirecting from a purchased domain will comparatively fetch you a little less link juice. This is especially true if you are not using the content from the purchased site.
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