Using Micro Sites, Setting up multiple, smaller web sites Options

[geoinct]

I’d like to see what the common wisdom is regarding what are often called “micro-sites” – That is setting up separate smaller web sites each with their own domain name. I’ve been asked about it quite a bit lately.

Here’s essentially what I’ve been telling clients for the past year or so:

Using multiple domains or micro sites can be problem area. Many sites do get penalized for creating micro sites primarily to influence search engine rankings (usually by cross linking).

Micro Sites may be effective if they are treated as separate sites with unique content, are marketed separately and completely, and not created primarily to influence search engine results (of course, what other reason would there be?).

Then I mention that because of the importance of having incoming links in order to do well in the search engine results for competitive phrases, and the substantial effort it takes to build up links to a site, we generally don't recommend using micro sites; We often can get much better results adding content to the main web site, properly organized and optimized, with a link building campaign focused on the one web site.

I’m also often asked about setting micro sites up with keyword rich domain names. I’ve been telling people that having the keyword in the domain name does not have the impact it used to, that search engines have “devalued” this. Correct?

I really only see one possible benefit to using micro sites and that is the possibility of having multiple listings at the top of the search results since most search engines limit the listings to two pages from one site.

[Randy]

That's pretty much the view I take with multiple domains or micro-sites too geoinct. In my mind that type of approach takes more work, and is certainly more expensive, than putting it all in one site and concentrating your efforts there.

Also, I've seen some evidence of late that Google will basically banish some sites targeting the same phrases well out of the top 20 once they've established a strong relationship between them. It's not really a penalty per se since you can get the 2nd site to still rank well on other phrases. Even closely related, though less competitive phrases.

It's almost like they see an ownership relationship(?) between sites in the same market and then have chosen to only show one or the other. An expansion on the so-called duplicate content penalty concept. Even if the content on the two sites is in no way duplicated.

I can't prove that's what is happening or the triggers might be. I haven't had any time to study it yet. But I do think it's happening, which is yet another reason to stay away from a micro-sites approach.

[Connie]

Something I would avoid. Not necessarly because of possible peanilites (although that could be a problem). It is much easier to maintain one site and one shopping cart than multiple sites. Also a lot let time spent in link building. You are getting links to one site not several.

Randy types faster again. (IMG:http://www.highrankings.com/forum/style_emoticons/default/cheers.gif)

This post has been edited by Connie: Jan 3 2005, 11:13 PM

[Jill]

geoinct, you've pretty much described most of our feelings here on micro sites. If it is something that makes sense in your overall business plan, then it's not like they're a problem. But I definitely wouldn't recommend them simply for search engine purposes.

I wouldn't go so far as to say they get banned or penalized, however. It would probably take a ton of them for that to happen.

[geoinct]

Also, I've seen some evidence of late that Google will basically banish some sites targeting the same phrases well out of the top 20 once they've established a strong relationship between them. It's not really a penalty per se since you can get the 2nd site to still rank well on other phrases. Even closely related, though less competitive phrases.

At webmaster world last Feb? the Google rep said they would so far as to lookup the ownership of sites they suspected of using micro sites, etc to influence results.
Basically he said they have, and would continue to develop, detection “signals” that in some cases would apply an automatic penalty, but in other cases would require a human to check further.

[tempy]

It would be interesting to know how this with regards to different domain endings (the correct term annoyingly escapes my addled brain for the moment).

For example, I am currently creating a few Micro sites for a client. Most will be sub-domains (which seems the most sensible approach). But one will be a .info and another will be a .net. Content is unique, but the connection between the sites is very clear (intentionally). It would be a shame if these are considered duplicates - the .info contains information and the .net contains more technical resources.

[Jill]

At webmaster world last Feb? the Google rep said they would so far as to lookup the ownership of sites they suspected of using micro sites, etc to influence results.

I definitely wouldn't believe everything (anything?) a Google rep said anywhere.

It would be a shame if these are considered duplicates - the .info contains information and the .net contains more technical resources.

If they're not duplicate, they won't be considered duplicate. Duplicate is duplicate! Either it is or it isn't.