Recently, we’ve been discussing whether you should use a Microsite Strategy for Marketing purposes or not and the arguments for both sides. Among them, we found aspects revolving around targeting audiences, getting really specific, budget and time inquiries, and the one we are diving into today: Creating a Microsite to help your SEO strategy.
Having a Microsite that links to your main website can be very helpful for a lot of stuff, but our main concern here is how it can get you to top #1 whenever a user is looking for whatever you offer. So today we’ll review a few aspects about why creating a Microsite for SEO purposes is a great idea and how to implement it.
So we all know that sometimes abusing your keywords can lead to your website looking very spammy because even if we want to put them wherever we want, we have to have some sort of filter in order to keep looking real and human-driven. So sometimes we face the trade-off of using fewer keywords (hence, losing the opportunity to get even higher in the search results) in order to remain looking not spammy and actually created by a human being. This is fine, and we should all be aware of how to keep the right balance between those two. However, when we have the possibility of having a Microsite, a.k.a a brand new site ready to be explored, we can definitely take advantage of it and fill it up with all of our keywords. Of course, this will work when we have it linking to us because otherwise, it’ll just improve the Microsite’s SEO and not the main site’s one. So this takes me to the next point to consider.
Links working as votes
So by now, we all know how links from other websites to ours work as votes for Google’s (or the search engine of choice) eyes, so how do you think it’ll impact having a whole website linking to your own? Yes, probably very well. Again, this is not a technique that should be abused, because we don’t want a Microsite looking spammy either (and neither does Google of course), so we should be wise when doing this. For example, if we use our Microsite to help users find the right products, we can have all of the products linked to their posts on the main site. That’s not spammy, that’s actually a pretty normal thing to do and it helps a lot, just like having a lot of votes saying “Hey, this website is really cool, and real, and should appear higher in the search results”. So basically, use it wisely, but definitely make the most of having a new website that is completely dedicated to your main one.
So this is a combination of both the above-mentioned factors, plus a special added value. Having a Microsite to get specific about one of the products or services you offer can be an amazing idea. It drives more traffic that tends to be integrated by people who know about the subject, hence, will appreciate the fact that you created a specific site for them to learn more, and find what they need easier. And also it’s an amazing opportunity to create a lot of content, which we know Google loves, and fill it up (in a non-spammy way) with keywords and links. So, as long as you keep it updated and looking human, it’s a great idea to convince Google that you are working hard and that you deserve your place at the top results.
Chain of links
As we’ve already said, having websites linking to your websites is great and Google loves it. However, it’s not just any website that counts. If you have a website that has absolutely no traffic linking to you all the time, how do you think that’s gonna look? Exactly, spammy. So having a Microsite allows you to experiment with new ways to have real and respected (hopefully also related) websites linking to it, and then that one links to you, so it’s like a whole chain of building credibility (Despite what Warren Buffer has to say, it probably won’t take 20 years to do so). When it comes to websites wanting to link to you, the more the merrier! (As long as they are trustworthy and not spammy at all).
Launching Ads of its own
Whenever we choose to launch a Google Ads campaign, we are basically saying “Ok, SEO is great, but we need something stronger”, but did you know that Google’s Search Engine actually rewards sites that run Google Ads? So, if you choose to launch an Ad Campaign for your Microsite, not only it’ll gain popularity because of the Ads, but will also seem more trustworthy to Google’s eyes, as long as you don’t mess up your Google Account, obviously. So if a website that completely links to your own gains more credibility and is rewarded by Google, yours will be by affiliation. Of course, you’ll have to spend some money, but of course, it can be completely worth it for your SEO strategy.
So, to conclude, Microsites can be great allies when it comes to improving your SEO strategy and they happen to have really a lot of pros and ways to be implemented when it comes to this. Of course, as we’ve been discussing, a Microsite strategy is not for everyone, but if you were looking for new innovative ways to scale in Google’s search results, then you can definitely be sure that this one is a great option. Furthermore, it’s not just great, but really it can be adapted to whatever your Microsite’s needs are, and no matter what you choose to create it and use it for, you can apply all of the tips listed above to it. So why not give it a shot, right?
Mora is a PPC Analyst at Hellbent Digital at work, and a theater nerd when not at work. And it turns out understanding theater—that is, how to put on compelling live shows that engage the audience—is a very useful skill for understanding digital marketing.