Multi-Domain Strategy In SEO
So I feel like its everyone’s dream to be a media conglomerate, why buy one newspaper when you can buy 100s? Well, SEO and the internet are one big community…so in the analogy … why build multiple newspapers in the same city? No one would do that and it’s about the same with the internet or at least it should be…but everyone wants to have multiple top ranking domains.
Real Life Examples Of Multiple Domains
There is only two ways this could work out…
- Your brand is merging with another equally powerful and recognized brand and dissolving either brand will leave a huge gap that competitors will fill fast than you can with your one brand. Example … Zillow bought Trulia for 3.5 billion they represent the number one and number two home listings sites. They have continued to operate two sites in the same niche because anything other than what they have now is less than optimal. SO … you can do the same when your billion dollar company buys out your #2 competition for 4 billion or so dollars. Until then…this first scenario doesn’t work for you.
- Your brand is buying a vertical business…(word for it escapes just now but its not the point so moving on) Let’s say you make eyeglasses, you make almost all of the eyeglasses. So you buy the stores that sell them and then you buy the vision insurance company too. Thats what I mean…Your original business was production and you dealt with retail outlets, you couldn’t make hardly any more glasses so you expanded vertically in the supply chain. Its the story of that famous eye glass company you know that owns all the others… Luxottica.
Never heard of them well…they did a “Multi-Domain” strategy and you have heard of these companies… EyeMed, Target Optical, Pearle Vision, Lens-crafters, Sunglass Hut, Glasses.com … theres more but you get the point. A consumer believe they have choice in the market but thats because you let them. Combined all these companies are 1/4 of all eyewear value in all the little pieces of that industry. They command it. Your new domain JimmysBestTshirtsThatRFunny.info is not them you need one domain…so buying 8 other T-shirt domains wont help you other than maybe you got a better name than that monster. Now the key part of this strategy though is vertical integration…your retail store isn’t competing with your vision insurance company and its not competing with the factory … they’re all buyers of each other till a consumer gets it.
Increased Competition But Not Sales
Thats really about it. You’re likely going to have room to grow in the sector you are in for sometime and you wont have the funds to buy up a fourth of the world’s T-shirt makers so focus on your one domain. Why? Well…changing the names to protect the guilty. I had a client who insisted on multiple domains we’ll say they were a tour company that ran guided tours of Liberty Island in NYC. Its a weird niche just cause you don’t have to have a guided tour to see the Island but because of the demand and popularity several companies sprout up and sale tickets to a national park property. Its easy money with online sales being where its at … but if you have 5 competitors sites you figure well lets add two more so now there are 7 sites and your competition adds 2 sites thats 15 now plus your 3 …. so we now have 18 sites all competing for the same audience and the same experience. Did you know that it’s really hard to rank up to the top 3 spots with one site? So now to benefit from what you’ve done you need to rank up 3 times that and fight off 15 instead of 5 other sites. We didn’t even have a second page until now in search results and someone has to be on it.
When Multiple Domains Don’t Work
So thing about your multiple domains, assign keywords to one … then move to the next domain … don’t assign the same keywords and the same role to that site, you’re just competing with yourself. Also you’re diluting your search traffic maybe combined you have 30% of the traffic but Google doesn’t see that, it sees 15% here and 10% at this second domain and only 5% at the last site. Say a competitor has a site thats at 16% his one site will out rank your three because you’ve split up all your efforts and resources. Thats the problem with the Multi Domain Strategy.
When Might You Use Multiple Domains?
I like to think I don’t do that. I have UltimateSEO.org and its SEO. I have Cloud502.com and it is cloud computing and I have data502.com and its Data Analysis. We’re UltimateSEO.org, UltimateSEM.com and UltimateSEO.net. Each site is focused on its own purpose. Related? Of course but very different.
A person googling “AWS servers” isn’t going to click on a site about SEO, someone Googling car parts isn’t going to benefit from a site on Yoga. You find niches for the domains and target the audience and keywords for those domains, if these overlap then you haven’t stepped back enough or lack the will to change something..
So in the end, before you grow to more than one domain ask yourself if this new domain will have a different audience than the first. If not and if you can argue the same keywords fit both sites, you need one site.
So don’t eat yourself up with Multiple Domains. I’ll be posting in the next day about my addition of UltimateSEO.net .. how I intend NOT to cannibalize this site.