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Microsites - Focusing your Marketing Efforts

You've managed to get your site into the top of the search engine results for the key phrases

you’ve targeted, but this is no time to rest on your laurels. A microsite can be a great way to

expand your marketing presence on the web.

A microsite is any sort of stand-alone website that may be between 2-10 pages and is specific to a

topic, focused on a particular product, solution or internet marketing campaign niche.

Beyond simply getting your main site to the top of the search engine results, you may want to

consider implementing a microsite strategy.

A microsite strategy involves creating additional sites to promote whatever it is that you are

selling.

Microsites can be a great way to focus on an issue or product and deliver targeted messages.

Each microsite can be positioned to serve a specific segment of your overall market; the content

within each can be focused on one core concept or product category. Whether your objective be

branding, conversions or leads generation this focused attention and strategy can provide a

powerful solution

The more focused the content of a site, the easier it is for the search engines to deliver qualified

traffic to it. Search engines love unambiguous, niche level content with great relevancy and key

word density – it makes their objective of delivering relevant search results all the more easier.

If executed properly, you can end up having multiple sites that promote your offerings in the top

search engine results.

The microsites you create must be very different from your main site and very different from each

other. If the content is identical, Google, Yahoo, and Bing will discount the value of your

microsites.

The microsites also need to create value in their own right. In other words, they might take a topic

on your main site that you cover in two pages and expand the coverage on that topic to 50 pages.

It's not a good idea to launch a microsite if you are low on resources your current site has no

traction in the search space, and the search space is competitive.

You can use a Microsite in cases where the marketing and sales departments feeling the site is not

helping as much as it could.

Eventually, some folks may feel the site is no longer helping them accomplish their goals. Such as,

it’s not communicating effectively. It doesn’t provide the right features. It doesn’t look right. As a

result, it’s time to look for solutions. This is the best time to focus your internet marketing efforts

on microsites.