The immediate question around supporting websites or micro sites is what’s the point? A website can easily have a sub domain or a simple folder to house specialist or separate service offerings, products or information resources. Surely it’s most important to have a steadily growing website in authority and popularity?
Well, It’s often customary to promote a company website in the natural search listings for a variety of keywords or service offerings, however this may be a little more difficult than expected and can take a great deal longer as sites that are content specific often do better in the natural listings and are held in higher regard by the search engine as it is a specialist information resource. This is one reason to consider why supporting websites exist and the reason for promoting it in search engines. This is a prime example of both a tactical and strategic approach to online marketing.
A different and powerful reason of a supporting website is the ability to add content specific information and post anchor text links containing keywords to the main website, Also known as effective and secure one way linking.
Did you know that a network of supporting websites, each optimised for separate and highly searched industry specific keywords that house anchor text links to the main websites landing pages will help boost these pages in the natural search engine results page for these different keywords?
Supporting websites can be created and marketed effectively purely for the reason of establishing a good level of link popularity and link relevancy, however many may dispute that this could be known as a “Black Hat” SEO technique, and therefore supporting websites should be built to support the main’s websites separate service offerings as the predominant reason and then secondly to advantage from the traffic and link building leverage.