The Multi-Site SEO Strategy – Blowing Away the Competition and Taking Over SERPs

Let’s face it … the competition for new business is tough.  The competition for page one of SERPs* is tougher.  Yet one of the many ways you compete for new business is including the competition for first page results on the search engines – Google, Yahoo, and Bing.  If people can’t find you, connect with you, you’ve missed the opportunity to do business with them.

Building a website is a good start.  Hiring a competent optimization professional to evaluate your website and thoroughly optimize it will take your website to those very special page one and two of SERPs.

Unfortunately, that is no longer enough.

Now, you need to consider more aggressive internet marketing strategies such as off-page optimization which includes social media marketing and more.  Often, optimizers focus solely on key-term saturation in your content.  When you are considering having your website optimized, remember to have a conversation about off-page optimization.

Let’s say you want to take it even further.  Let’s say you are in an incredibly competitive market like real estate, mortgages, travel, insurance, adult sites, or pharma^ … even an expert optimization specialist will likely have trouble getting you top 20 SERPs on all but your most longtail terms.  Or, let’s say your business has several different but related product lines or services; optimizing these two types of sites with a longtail approach might actually be self-defeating and yield very low results.

My recommendation is to use a multi-site strategy; its an approach we favor.  There are several types of websites we take into consideration when utilizing a multi-site approach: Standard, Satellite, Micro, and Lead Generation.

A Standard site is just that … all the pages and content you need for a well-design, effective site with good optimization.

A Satellite site is a bit more focused and perfect for the business with different but related products or services that can be broken out into individual sites.

One of our more successful projects is Homemasters of Oregon.  A larger roofing company that provides a large number of services that fall under “roofing company” … New roofs or roof replacement, gutter cleaning, gutter protection products, roofing heat tape, and more.  Homemasters of Oregon is in a rather competitive market here in the Pacific Northwest AND their competitors are equally tech-savvy and have optimized websites.  So, we’ve built a number of smaller, focused websites and optimized each one for that particular service.  Now, when you’re searching for roofing companies you’ll likely see 2, 3 or more of their websites in the top twenty SERPs.

A Micro site straddles the gap between a Satellite site and a Lead Generation site.  Typically, a Micro site has 5 – 7 upper level pages with a number of KIC pages and the optimization is focused aggressively on a narrow set of key terms.  We use the Micro site approach as part of a geo-targeting method – getting high page rank for geographical areas.

A Lead Generation site (LGS) is only 1, 2, or 3 pages highly optimized for only 3 or fewer key phrases – we call it mSEO or Magnified SEO.   These sites are designed with a call-to-action in mind; pushing the visitor to take quick action – make a phone call or acquire a name, email and/or phone number.  The approach here is to develop an LGS for every set of key phrases we have; often resulting in six or more lead generation sites.

One of our newer clients, real estate marketing company, iMove Group, will be utilizing the lead generation site approach to help acquire real estate buyer and seller leads for its real estate agent clients.  We are using a combined approach for Tim Roberts, a local real estate agent, creating a standard site, a few satellite and micro sites, and several lead generation sites.

If your company really wants to blow away the competition and take over top twenty search results you need to discuss a multi-site strategy with your search engine optimization specialist.  Or, call Transmutation Sciences today at 971-207-6038.

* SERPs = Search Engine Results Pages

^ Most competitive industries for SEO.