Multi-Domain Strategy In SEO … Risky But Lets Have Some Risk

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.

zillow has a multiple domain strategy

zillow has a multiple domain strategy

Trulia Is In A Multiple Domain Strategy

  • 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.

Multiple Domain Canabalism SEO

Multiple Domain Canabalism SEO

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.  Related?  Of course but very different.  A person googling “AWS servers” isn’t going to click on a site about SEO.  You find niches for the domains and target the audience and keywords for those domains.

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 canabalize this site.

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Multi-Domain Strategy In SEO … Risky But Lets Have Some Risk

Campaign, Candidate And Political SEO: Optimize Or Be Trumped

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I say be “Trumped” because for all that he did wrong in tarditional campaigning, he did Political SEO better than anyone had before.

I’ve always been a political guy.  I love using technology to those political ends.  Earlier this year I was able to leverage my experience in SEO, Adwords, cloud computing, data analysis and web design for a political candidate. It’s why these unique products are bundled into what I offer through Upwork.  Today there is no excuse for a candidate to neglect digital media needs.  Local candidates can easily benefit from a solid online presence for much less than they might think.  The past experience with Brent Ackerson’s campaign was very encouraging.

I’ve started to reposition satellite sites made in March for a new project I’ll mention below.  VoteLouisville.com for instance is intended to be a voter education site for anyone who wants to post I just so happen to post all of the stuff there.  I have some further plans for louisvilleelection.com but those are all in my head.

All of these sites are hosted by my Google and Amazon cloud accounts, so that stuff has come in handy.  I hope to attract additional campaign work if not in 2018 by 2020.  I figured this new niche deserved a site so I’m working on candidateseo.com with a handful of .net names also headed there just for ease of use.

Candidate SEO

I said at the a campaign meeting that I felt radio and TV ads were as effective as yelling out a window.  I still feel that way, even more so each day.  In these meetings people point out I’m tech savy but others still watch TV … then I think of my 88 and 92 yr old grandparents who recently decided Netflix, Amazon and Hulu were all they needed.

My Grandmother is the idea focus for a campaign, everyone knows older people vote much more regularly and reliably than younger people. She has 29 children, grand children and great grand children.  Living in half a dozen states I think now.  Guess what that means…she’s on Digital mediums 29 times the amount you’d probably expect.

I’ve also explained to candidates that it is a growing trend for a voter to arrive on election day with one or two races already decided.  This voter is now faced with several other races on the same ballot and will likely reach for their phone and decide who to vote for with only minutes of searching for the office or candidates.  The results of these searches will ultimately decide these votes.  Interestingly the money needed for Political SEO and Campaign Site Digital Marketing, creating content with the candidate amounts to a fraction of what campaigns will spend on radio.

I’ve added Candidate SEO to my domain family because I figured I needed a site as unique as this niche.

Position, Position, Position Its Up To Campaign SEO

Real estate brokers say location, location, location.  Did you know that first position in Google search results gets about 35% of users focus but 3rd gets some where around 7%?  If one candidate SEOs their site and a negative site against the other unprepared candidate that could be the election.

Sean Delahanty

I’ll be focused these next months on politics and SEO again.  I’m excited that Judge Sean Delahanty has signed on board with me to help him get out his digital message.  I’ve only had a couple weeks to put into this but check out his new campaign site. There is method to the madness, Ive also create a sister site that serves as a funnel or over flow thats officially the campaign committee‘s site.

I dont want to give away much during a race, but when we search Sean’s name its already number one on Bing and Yahoo.  Google of course is the goal, and we are climbing … as an army of pages are indexing daily.  Last search I found 73 pages indexed for the site each with their own distinct keywords all climbing in ranking.   UPDATE:  Its 146 pages now … on one domain mind you, that started less than a month ago.  The social media presence is expansive, Ive left off some sites from this social media collage.

Social Media – Candidate SEO – “You’re going to be popularrr”

 Sean Delahanty Social Media

Most of you will look at this wall of profiles and think to yourself who is ever going to go to these?  If you did and you’re running for office send me an email…you need me.  These sites aren’t REALLY there to be read by people.  All of these sites are visited by search engines and these sites frame an image of a candidate to Google. All of these social media accounts ultimately end up at the campaign site, there is value in reaching voters … but you’ll reach voters if you are at the top of their searches.

I’ll post shortly about the positioning the sites are reaching.  If you are running for office in Louisville Kentucky and looking for what you dont know you need reach out to me.  Not convinced you need me?  What would you say is the least important phrase for me to ranking these pages for on Google?  If you aren’t thinking the candidates name you should email me.  I’ll explain after the election or ya best ask in person.

Future post I’ll explain why IP based Digital Marketing is so 2001!  Don’t do it…its technically and human behaviorally flawed.

Just in case anyone was worried I have not disclosed anything that someone can learn within a little bit of research concerning my candidate’s sites. All the secret sauce is still in the bottle.

Campaign, Candidate And Political SEO: Optimize Or Be Trumped

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