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Microsites and Multiple Websites

By: Thomas Young

In this Internet marketing podcast Glenn and Tom talk about the use of microsites and strategies for multiple Websites. This podcast topic was a request from one of listeners in Australia.

“I have a podcast topic suggestion: servicing different countries and the options for (search) optimizing your presence in each. For a while I’ve been advocating that organizations should only consider ‘localized’ microsites for each major geographic market; but then I read a blog from Google the other day, and now I’m not so sure. What are your thoughts?” Tim Martin – – Australia

What is a microsite?

  • Part of a multiple Website strategy
  • Smaller Websites as apposed to one large Website
  • Used for different countries, very different markets
  • Sometimes used for SEO purpose, but be careful
  • Simplifies navigation for the user
  • The microsites have one unique domain
  • They may link to the main central Website
  • Usually have various domain names in this strategy for each microsite
  • There is a downside and they can also be a problem for users and Google

What are the keys to making this type of strategy work?

  • Develop a strategy first and then implement the microsites
  • Have a very clear goal for this strategy
  • What is the ROI and how does it effect the bottom line
  • To better meet visitor needs, the Website user is what matters in this strategy
  • These Websites MUST add value not confusion people
  • Microsites must be convenient for the user and their needs
  • Make each microsite easy to understand with a clear, direct purpose
  • Microsites must have depth of content

When does it make sense for a company to have multiple Websites?

  • When you are differentiating brands, services or products
  • When you are providing stand-alone resources or information
  • When the micorsites can stand alone and be consistent
  • The sites can benefit from SEO if done with the right strategy
  • Microsites must have depth of content
  • Can be used for a short promotion or incentive

What are a few problems that can happen in this strategy?

  • Confusing the target market and competing with your main Website
  • Upsetting SEO guidelines in Google
  • Upset the Google linking strategy
  • Higher hosting costs and site maintenance time
  • Difficult to keep content updated and sites can become stale or irrelevant
  • There is no trick or quick fix to Web marketing

What are a few examples of successful microsite strategies?

  • Automotive Sales – Car Dealerships
  • Stand alone international Websites
  • h3 brand variations – Pepsico
  • A stand-alone blog or news Website
  • Insurance or mortgage company providing news
  • Financial information Websites
  • New product announcements
  • Promotions, surveys or tests (A/B testing)
  • Get a great domain name for your product, service or other key content
  • The Intuitive Website’s Four Step Process Website

What are the key action items for the listener?

  • Revisit your strategic Web marketing plan to determine if microsites are appropriate for your business plan
  • Research the needs of the target market and site users
  • Play by the rules of Google and add depth to all your Websites
  • Be ready to monitor the microsites and keep them updated

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com. This podcast is on iTunes.

Thomas Young

Author profile

Thomas Young is the CEO and Founder of Intuitive Websites. He is a consultant, award winning Vistage speaker and author of Winning the Website War available on Amazon. Tom has helped thousands of companies succeed online and has over 20 years digital marketing experience.

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