Many online marketing account managers and experts are on the fence in terms of whether microsites are an appropriate or effective way of supplementing the existing content on a company’s main web site, and for good reason. While microsites certainly have a lot of merits in certain aspects and under very specific circumstances, they also have quite a few pitfalls that can be harmful to your existing search engine optimization (SEO) strategy.
The usefulness and success of any microsite ultimately depends on the intent of the marketer in creating one and how well the site is actually managed. There are numerous different factors to take into consideration when deciding whether or not to launch a microsite and in some cases, the benefits are plentiful whereas in other instances, you could very well be digging your own virtual grave, so to speak.
By definition, microsites are essentially miniature web sites that are especially designed to focus on one aspect of a company’s online marketing strategy, brand recognition platform, or conceptual development. While the main web site features all sorts of information about the company and the brand, microsites have a singular, primary focus or aspect of the company’s branding. This could be advertising the launch of a new product, introducing a new subsidiary that’s a separate entity from the parent company, or announcing the opening of a new store location. Businesses often set up microsites in order to try to find new and innovative ways to keep their customers engaged, pique their interest, and obtain their loyalty. Ultimately, the goal is to increase the company’s rankings on search engine result pages, but unfortunately, this isn’t the best way to achieve that objective.
As mentioned, microsites can be useful under certain circumstances, such as trying to build greater brand awareness and targeting a specific demographic with a product launch. Another arena in which microsites are beneficial is if you’re simply trying to boost your brand awareness and customer loyalty by offering special deals to existing site members or trying to attract new subscribers. As long as you know what you’re doing, microsites could actually propel your online presence to new heights.
However, if you’re planning on using a microsite to try to boost your SEO rankings, you could be playing with fire. Here are several reasons why:
Numero Uno Web Solutions is a Canadian-based SEO marketing company that concentrates on helping companies establish and maintain a strong online presence through tried and true SEO practices. With a wide range of national and international clientele, we pride ourselves on being one of the top SEO marketing firms in Canada. Contact us today to learn how we can help improve your company’s online marketing strategies.
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