Microsite SEO Strategy

Last year we helped one of our clients consolidate their web presence by redeveloping several market-specific websites into one website. The primary objective was to build one website that consistently represents their new brand identity. Another important goal was to give them the ability to promote their live and online educational products to multiple market segments and manage all of their website content through one backend system.

While we achieved their goals, their new domain name ultimately had a negative impact on their organic search rankings. We redirected all their old domains to specific landing pages for each market segment as part of the website launch, but that wasn’t doing the trick. Their page one rank and position was lost.

We decided to try a microsite strategy to regain their organic search results. In most cases microsites are not recommended because they can dilute your content marketing SEO efforts across multiple primary domains. In this case; however, considering they previously enjoyed prime positions for several market-specific domains, and because they spend a significant amount of money every month on market-specific pay-per-click campaigns, we deployed several microsites.

The result was nearly instantaneous. They regained page one rankings for key markets, and because each microsite maintains the same design with links to landing pages on the primary website, visitors enjoy a consistent online brand experience across multiple domains. 

Until next week, 

Matthew Anderson, President
Milestone Marketing Associates, Inc.