Wednesday, October 03, 2007

Micro-site Mistakes Cause Traffic Accidents

The rise of vertical marketing might tempt publishers to break up their sites into niche micro-sites so that the content seems more targeted. But as SEOMOZ rightly points out, scattering the links will hinder your search ranking.

If you have an established property that gets sufficient traffic, then spinning of a vertical micro-site (like Private Practice from Grey's Anatomy) can be advantageous. But going "too vertical" can also limit the attractiveness to advertisers and indexing by search engines if the content is overly refined.

Micro-sites make sense around special events (sporting events, holidays, political campaigns) or promotions and do allow you to optimize the bejeezus out of a topic, and also point back to the mother ship.

By John Gartner at 09:58 AM | Comments (0)

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