What exactly is a microsite?
Microsites are websites that are meant to function alongside your main website or money site. Your main website is often called your money site because it’s the website you use for your business; the one where you sell your product or service. Microsites, on the other hand, are not meant for direct sales, but rather to drive traffic to your money site. This brings potential customers to your website.
These sites are a key element in SEO (search engine optimization) and keyword strategy. They make you more money by not only driving traffic to your main website, but also ensuring that your Google ranking rises. Google ranking refers to where your website shows up during a Google search. If you’re on the first page when a search for your profession or specialty is done, then you’re ranking is high. The ranking lowers the farther back in the search results you go. You achieve a higher Google ranking by using select keywords within your microsite content, using links properly, and optimizing your content.
Microsites are also a vital part of a buffer system. A buffer system is a mixture of microsites and blogs where you post optimized content in order to drive more traffic to your main website. There are usually 2-3 microsites per buffer. Buffer systems are used to help drive traffic to your main website while ensuring that you’re safe from Google penalties. A buffer system acts as a way to shield your main website from getting banned or penalized by Google. You use the microsites and blog accounts within your buffer system to drive traffic to your website in a way that appears ‘naturalâ? and therefore acceptable to Google.
It may seem surprising, but microsites are the most important part of a buffer system because they are the most powerful. That means more traffic driven to your website and more leads. What sets them apart from the other aspects of a buffer system is the fact that they are actual websites complete with a domain name where as web2.0 accounts are usually done via a blogging platform.
What content goes on a Microsite?
Buffer systems are created and categorized according to specialty or niche. Plumbing, dentistry, charity, etc. Whatever the area of expertise represented on the money site is. You create a buffer system for each specialty. You can even put multiple websites into one buffer system if they fall into the same niche. It’s recommended that you don’t put more than three websites into a buffer system. The niche your buffer system is centered around will determine what your microsite content is focused on.
When you’re creating content for a microsite remember that the main goal is to drive traffic to the main website to get more leads and improve your ranking. Your content should be easy to read, attention grabbing, and directly related to the niche your buffer is built around.
Writing content for a microsite isn’t a hugely difficult task. It can be intimidating because there are guidelines you have to follow. If you follow them and produce quality content complete with keywords and links then driving traffic to your money site will be no problem.
What are the guidelines for posting to a microsite?
Here are the guidelines for posting to a microsite:
- Your content must be directly related to the niche your buffer is centered around
- You need to use at least one keyword within your content
- Your keyword should appear in the post’s title, url, and in the article itself at least 3-4 times
- You must include links, this is how you drive traffic to your money site
- Alternate between naked links and anchor links
- Alternate between linking to the landing pages, offer pages, and blog posts on your main website
- No more than 2 anchor links per post
- Post at least 2-3 articles per month per website in your buffer
- Make sure your content is easy to read and understand
- Post only 100% original content
- Add a high-res image to your posts with a keyword alt tag
- Optimize your content using link building services
Optimization
Once your content is posted, what do you do? The links within your content are going to help drive traffic to your main website, but how will people find your microsite posts? If you used your keywords properly, your posts will come up in searches done through Google, Bing, etc. But, there’s more you can do to help drive traffic to where you want it to go. Using a link generation website is the most efficient way to optimize your microsite content and drive traffic to your posts.
There are a few services you can use for link generation. One of the best is Link Emperor. The downfall to their service is that it is expensive and is a little more difficult to figure out than other similar services. A cheaper and less advance option for link generation is Penny Backlinks, an inexpensive and easy to use link generation service.
Remember, the goal is to drive traffic to your money site in order to get more quality leads. Most link generating services cost money, like many aspects of digital marketing do, but it’s worth it in the long run when you make that money back through new clients or customers.
Overview
Microsites are essential to a good marketing plan. They are the backbone of your buffer system and without an effective buffer system things won’t run smoothly. Posting quality content on your microsites is crucial to driving traffic to your main website and getting more leads.
Here are a few things to remember when posting content to your microsites:
- Keywords and links are essential
- Alternating between types of links keeps everything looking ‘naturalâ? to Google
- The first main purpose of microsites is to drive traffic to your main website while acting as a buffer
- The second main purpose of microsites is to raise your Google ranking through SEO
- Always write 100% original content
- Make sure your content is not only easy to read but enjoyable to read
- Link Emperor and similar services is a valuable asset when it comes to marketing and driving traffic
- Keeping up with regular posting will keep traffic flowing to your microsites and to your main site
Still need to know more about writing and optimizing content for your microsites? Contact us today and request a consultation. Let us help you rank higher with Google and drive more traffic to your website.
SEO Consultant Roger Bryan