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Should I Create A Landing Page For Each URL & Link To My Main Site?

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Should I Create A Landing Page For Each URL & Link To My Main Site?


This week’s Ask An SEO question comes from Mike in Columbus, who writes:

“Let’s say I do some keyword research and find a really strong search volume around some keywords that are highly related to my website. I then purchase those keywords as URLs – 30 of them.

What’s best for my main website traffic, authority, search results and overall improvement in SEO? Should I create a landing page for each URL and link to my main site from each landing page, or simply forward each URL to my main page?”

I think that having multiple websites targeting specific keywords is a really bad strategy for most companies.

It is almost always better to start by consolidating your web properties into one ultra-strong site where you can push all of your marketing efforts, not just SEO.

From a non-SEO perspective, when you create strong, branded web presences, you will get more clicks and traffic.

From an SEO perspective, every site you control requires additional resources.

If you have 30 sites, you have to optimize 30 sites.

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You must do technical SEO maintenance on 30 sites.

You have to secure and protect 30 sites.

You have to build links to 30 sites.

For most companies, having many sites causes resource issues, and most companies simply don’t have the bandwidth to optimize 30 sites well.

What ends up happening is that some sites get attention, while others flounder.

In fact, I’d be confident in saying that most companies that employ this type of strategy either get nothing out of it or have a poor ROI.

The resources required to optimize so many sites cost more than the money that can be made, in many cases.

Exact Match Domains Do Work

It’s a shame to have to admit this, but I do know that having a keyword in the URL of your site will make it more likely to rank for that particular keyword.

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In the past, Google has told us that keywords in a URL are NOT a ranking factor.

It may not be a ranking factor, but anecdotal evidence suggests that sites with a keyword in the URL are more likely to rank for that keyword.

However, just having a site rank for a particular keyword does not automatically translate to increased traffic, sales and leads.

Extraneous domain names, meaning domain names beyond your main, branded web property, are much more exposed to the whims of a Google algorithm update than a well-built main brand domain.

If you have the resources to build out a robust web presence on your extraneous domain name, you are likely to lose any rankings gained from having a keyword in your domain name.

Google has said that keywords in domain names don’t affect rankings.

Even though we know they do.

But at the end of the day, keywords in the top-level domain are a weak signal and in most cases won’t result in a good ROI.

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Keywords In Page Names

One tactic I am a fan of is using keywords in page URL names.

The signal for the keyword is not as strong as it is when it appears in the top-level domain. But with a little effort, you can make the signal even stronger than it is on those extraneous domains.

Creating a robust and sensible internal linking structure combined with great content is usually enough to elevate a page with keywords in the domain name to the same level as a site with keywords in the top-level domain.

In Conclusion

I highly recommend looking for a better strategy than buying a bunch of domains with keywords in them.

Sure, if you have unlimited resources, testing some of those domains might make sense, but even doing that runs the risk of cannibalization.

And don’t think that Google doesn’t know what you’re doing when you buy 30 domain names hoping to rank the same company.

And just a hint – Google doesn’t like it when you try to rank multiple domains for the same company.

If you were able to rank all of your sites, it would create a bad experience for the end-user.

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And experience Google doesn’t want them to have.

So when Google figures out what you are doing, you can bet your bottom dollar that they will take action to fix the poor user experience.

More resources: 


Ask an SEO is a weekly SEO advice column written by some of the industry’s top SEO experts, who have been hand-picked by Search Engine Journal. Got a question about SEO? Fill out our form. You might see your answer in the next #AskanSEO post!

Featured Image: Shutterstock/VectorMine

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SEO

Search Engine Journal Promotes Miranda Miller To Senior Managing Editor

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Search Engine Journal Promotes Miranda Miller To Senior Managing Editor

It is with tremendous pride and excitement that I announce the promotion of Miranda Miller, an editorial and content strategy champion, to Senior Managing Editor.

While this promotion actually happened in January, having recently joined SEJ myself, I wanted to celebrate Miranda’s growth and leadership within the organization.

In this role, her areas of ownership will include core elements of SEJ’s editorial operations in this advanced role, including its rich educational and evergreen content.

“The word that comes to mind is blossom,” said Jenise Uehara, CEO of SEJ’s parent company Alpha Brand Media.

”Miranda dove into organizational management, cross-department collaboration, and business process design, while also tackling inefficiencies and challenges.”

An exceptional writer and editor, Miranda also brings considerable experience and expertise in content strategy.

Over the past several months, Miranda has truly shone as an organizational leader, working to grow SEJ’s editorial blueprint, talent, and operations exponentially.

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“And all the while, Miranda somehow kept the publishing crank turning out exceptional content and breaking news,” Jenise added.

“I’ve been thrilled to watch Miranda so quickly engage and take on a meatier leadership role.”

Having followed her work since joining SEJ, I can personally speak to Miranda’s diversified wealth of knowledge to the editorial team – not to mention the publication at large.

“I joined SEJ early in 2021 to help lead the editorial team in a period of great growth and opportunity,” Miranda said.

“We’ve been able to increase expert and educational content production by over 60% even while introducing a data-driven approach to content strategy and optimization,” she added.

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This year, we’ll publish 50% more ebooks than in 2021, and our contributing author program has grown to over 130 digital marketing and SEO experts with her guidance.

Prior to coming in-house, Miranda spent over 15 years leading her own marketing agency which served clients as wide-ranging as the world’s leading polar expeditions company, fintech and app startups, Fortune 100 companies, and several government agencies.

She’s been a prolific ghostwriter for brands and executives in SEO, tech, and finance, and has authored thousands of articles for clients that have appeared in the best-known B2B publications, technical journals, and mainstream media.

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As Editor-in-Chief, I’m beyond excited to watch Miranda’s leadership undoubtedly contribute to SEJ’s ongoing substantial growth.

SEJ’s brand and content offerings continue to evolve, to serve an audience of marketers and business leaders – and there has never been a more inspiring or energizing time to cultivate, promote, and be part of this remarkably talented team.

“Content quality has always been my number one priority, and so it’s refreshing to see that this is a shared value across the SEJ team,” Miranda said.

“I love to see the new ebook formats and article types we’re creating now and am really looking forward to continuing to innovate and teach, to bring the most useful and helpful educational content possible to the SEJ audience.”

Miranda is a part-time digital nomad and runs a location-independent content studio for enterprise organizations.

Three to four months of the year, she works in coworking spaces and cafes around Europe, Latin America, and the Caribbean.

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“But not at the beach,” Miranda adds. “That’s a myth. Ever had sand in your laptop? No bueno.”

At her home base on Georgian Bay in Canada, she’s the wife of a talented chef; mother bear to two teens, two Shepherds, and three budgies; and a patron of the local live music and literary scenes.

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She’s also a huge fan of adrienne maree brown, Lizzo, Phoebe Waller-Bridge, Margaret Atwood, AOC – and hockey.


Featured Image: Miranda Miller

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