New Article: Best Practices For 50 Micro-sites

[thejenn]

Authored by: Jill Whalen

Full Text: http://www.searchengineguide.com/wha.../0510_jw1.html

A Snippet:

I wanted to discuss the possibility of developing a best practice/checklist guide for our company to follow. Our new initiative will be to launch 50 or so micro-sites focused on our key product categories. These sites will need to be rolled out quickly.

[CarolineBogart]

I think maybe the poster was referring to this type of

directmag DOT com/disciplines/search-webmarketing/marketing_big_ideas_microsites/

microsite, as opposed to doorway black hat pages.

[Christian_SEO]

While I have and do respect Jill's experience, I sometimes think she is getting a little too set in her ways and not flexible enough to allow for exceptions.

I too agree that in general, it is better to focus on one site and not a lot of small ones, but there are times when small specalized sites can and do make sense. A small site with lots of information on one focused topic should generally do better that a larger site that covers many topics.

In fact there is a trend by some large companies including Geico (Cavemanscrib.com]) that use a small site to create a specialized that that does one thing, but does it really, really well. In this case, I think that a micro site strategy can make sense.

But all of the concerns that Jill raises are very valid, and there are others as well. The amount of resources needed to build, promote, and maintain many small sites are generally going to be much greater than one large site.

[scottco]

What's unclear to me ... is the purpose of the micro sites ONLY and solely for SEO purposes?? Or do they have other valid marketing applications (such as using the various URLs as targeted landing pages in emails, direct mail, etc. to various target audiences).

[Logan]

I think there is pretty big difference between the Geico example versus the email Jill received. The difference has to do with the number 50.

a best practice/checklist guide for our company to follow. Our new initiative will be to launch 50 or so micro-sites focused on our key product categories.

If geico were to start launching sites for every product they have, say 50. That would be different.

The person is asking for "best practice". 50 sites each for a product category. Its contradictory - and that's not about jill and her ways or not.