August 18, 2022
Many companies choose to go the route of creating multiple domains for their digital marketing portfolio. The idea is that it’s all about adding power to an SEO strategy. Rather than ranking one domain, you can use a variety of addresses to get attention. This increases the chance a user will click on a result that links to your homepage.
So how do you create multiple domains and what is the best way to get there? Here are the two most popular methods people employ today:
This strategy requires a business to build completely new sites. That’s why it will take the most time and effort. However, microsites can often bring in the biggest rewards. The first step is to decide what gap your microsite will fill in the market. You might need to create more than one.
For example, if your brand sells shaving products, you may want to consider creating a microsite that talks about shaving, lifestyle, and other thought leadership pieces. This way, it’s not just about selling to people but educating them as well.
A microsite should always serve some kind of purpose and create value for users. In no way, shape, or form should the page be about simply plugging your product or service.
If you want to create a microsite, consider buying a new and unique domain. This is also a downside to microsites. You’re always starting fresh which means a brand never inherits the link juice or ranking from the prior site.
A 301 redirect essentially preserves link juice and takes advantage of your existing audience. It is a simple yet powerful tool because it passes 90-99% of the old link’s ranking onto your new one.
If you purchase a domain that ranks for a specific keyword and redirect it to a homepage, your site will receive the vast majority of the old page’s link juice.
While a 301 redirect may lose some juice, it is typically the redirect method of choice. A business should never even consider using a 302 redirect.
A 301 redirect from an old site to a new site is always easier than building a microsite from scratch. So, that is something to take into consideration. If cost and time are factors for decision making, the 301 method may work best. However, it has also been known to be less effective.
One thing that should be noted is that redirecting from a bought domain will most likely pass a tad less link juice to your site.
All of these factors contribute to designing an effective multiple domain strategy. The next step simply involves obtaining your domain.
You cannot have a multiple domain strategy without getting a domain first. Currently, there are three separate methods you can use to get there:
Each strategy has its own pros and cons. One might be really good while the other is not so ideal. It simply depends on your business needs.
When it comes to search engine optimization, the multiple domain strategy really packs a punch. However, it’s not always an easy path to traverse. It can take time and money to get the right tactics in place.
A business should first question if they have the resources to pursue this avenue. Then consider whether creating a microsite or simple 301 redirects is the best option for your brand. There is a large difference between the two and the strategies are like night and day.
If you choose a multiple domain strategy, it can be a very lucrative tactic to reach new audiences and drive your conversion rate sky-high.
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