Micro site marketing refers to a marketing concept where multiple websites are created with their domain name targeting specific keywords pertaining to a business; where these keywords are targeted for ranking on search engines in an attempt to maximize traffic and increase conversion rate, leading to greater sales, and therefore greater revenues. Micro site design reflects the new brand or a specific product or services for a website which is being promoted. Micro site development is done for brand promotion, advertising an event, or for launching a new campaign. With online marketing increasingly becoming the medium of choice, many organizations develop micro sites as an essential part of their growth and promotional strategy.
Micro sites typically target long tail keywords, where the monthly search count and competition is comparatively low and the ratio between them is advantageous. Each domain and its website focuses specifically on the promotion of these long tail keywords in an attempt to capture all the traffic for the targeted keywords, and increase conversion rate, thereby getting the site to rank among the top on search engines
Typically, a micro site is a small website, static in nature, and may contain highly keyword specific content, with a call-to-action for the purpose of conversion rate optimization. With effective conversion rate optimization, the website response rates can increase tremendously, leading to skyrocketing profits.
Each micro site is hosted on a different IP address so as to appear independent in nature to IP tracing scripts. As a marketing tool, micro sites work in volumes alone. A typical micro site project could use as many as 50-200 websites to drive traffic to the parent website. The number of micro sites deployed for a project depends upon the number of keywords found suitable for a project.
Collectively, micro sites target a large number of keywords. While each website is targeting a handful of keywords, collectively these sites are trying to bring in traffic from a large search base. The key is to retain each site specific to a few targeted keywords (often location or product specific) and not dilute the focus of the content by addressing more keywords.
Highlights
- Micro sites are small websites used to target a few targeted keywords
- Micro sites typically target long tail keywords
- They target low competition and low search count keywords
- The website is static in nature with a call-to-action for conversion
- The websites are hosted across different and unique IP addresses
- Micro site projects are volume website projects
- Collectively, micro sites address a large search base, but individually may address only a small search base
Process of creating micro sites
- Keyword research & analysis
- Identifying most suited keywords
- Registering keyword-rich domains of short listed keywords
- Writing content for each micro site
- Conversion rate optimization of each site as per targeted keyword
- Tying the sites into the parent site for revenue sharing
- Setting up reporting systems for progress monitoring
- Hosting websites on different servers
- Off page optimization of website (Link Building)
- Online promotion, Social Media Marketing, etc.
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