Hopefully you've been doing well and are still writing for High
Rankings. It's been awhile since we've talked but I need your
expertise once again. I've been getting inquiries from clients
regarding the creation of micro sites and how optimization of them
could dilute positioning of the main corporate site. Your thoughts?
My view was that the corporate site would always maintain consistent
preferred positioning overall while the micro sites will only obtain
optimal positioning around the specific promotions they support.
I guess I don't understand what the purpose of the micro sites might
be. They're certainly not an optimization technique I would
recommend. However, if you are using them for reasons other than
search engine rankings, then they shouldn't be a problem.
I guess the concern is that if we created several micro sites to
promote/focus on their various philanthropic initiatives (and we plan
to create 5) that they could ultimately gain better traction within
the search engines than the main corporate site or take away from the
focus of the corporate site because a user has to choose between
Keep in mind that the micro sites will be "branded" to indicate their
purpose so as not to be confused with the corporate site.
Make better sense?
It really shouldn't make a difference either way. You can do it as
part of the main site, or as separate sites. It will be all the same
to the search engines either way.
Do it whichever way makes the most sense from a corporate/branding
initiative without regard to the search engines, and then you will
definitely make the right choice!
So to clarify your view...
If, say, my client was Nike. The corp. site is Nike.com and one of
the philanthropic sites was nikestopshunger.com. If we were to submit
the hunger site through natural listings and paid inclusion, are you
saying that most search engines would just recognize the hunger site
as another sub-domain to Nike.com like Nike.com/stophunger or would it
be recognized as a completely independent Web property?
Well, I'm not sure what you mean by "recognizing it." The search
engines really don't make distinctions like that. Every page lives on
its own merits whether it's from one site or a different site.
In the case of your example, it definitely makes sense to have a
separate domain for something like Nikestophunger, as it has nothing
to do with the normal mission of Nike. It can and will exist on its
own as a separate site without causing any problems for the main Nike
Now I understand. This was a big help.
Thanks again Jill...until we chat again.
July 22, 2004
CEO and founder of High Rankings®, Jill Whalen has been performing search engine optimization since 1995 and is the host of the free High Rankings Advisor search engine marketing newsletter, author of "The Nitty-gritty of Writing for the Search Engines" and founder/administrator of the popular High Rankings Search Engine Optimization Forum. In 2006, Jill co-founded SEMNE,
a local search engine marketing networking organization for people and companies in New England.
High Rankings is an internationally recognized search engine optimization firm located in Framingham, MA specializing in search engine optimization, SEO consultations, in-house training, site audit reports, search marketing seminars and workshops. High Rankings has a 100% success rate for substantially improving client rankings and targeted traffic.
Jill speaks at national and international conferences and has been writing
about SEO and search marketing since 2000. She's been quoted in such
publications as The Wall Street Journal, U.S. News & World Report and The
Washington Post. Her articles have appeared in numerous print magazines and
online websites including CIO Magazine, CMS Focus, The Internet Marketing
Report, ClickZ, WorkZ, Inc.com, Entrepreneur, Lycos Small Business,
WebProNews, SiteProNews and others. Jill has also appeared on many online
and offline radio programs such as Entrepreneur Magazine's E-Biz Radio Show,
SearchEngineRadio and the eMarketing Talkshow.