The case of using multiple domains in SEO

As a new business owner, it’s tempting to limit your focus as much as possible. Instead of hiring 100 new people to train immediately, you can focus on a few and gradually expand as you feel more comfortable. Instead of reaching several different target audiences, you can focus on one market segment and specialize in it before expanding.

Likewise, most entrepreneurs are driven to focus exclusively on one area when building their business. But in many ways, it’s better to rely on multiple areas.

How is it going ? It’s up to you. There are many ways to use multiple domains to serve your core business. You can set up separate domains to target different audiences simultaneously. You can use disposable domains to market specific pieces of content. You can even set up multiple domains with slightly different content angles that complement each other and send traffic back and forth.

In any case, juggling multiple domains is a lot easier than it looks and may just be what your brand needs to become competitive, even in the early stages of its development.

The benefits of multiple domains for your business

Here are some of the best benefits of using multiple domains to advance your business:

  • Convenient modern management. You may think that adding additional domains to your company’s portfolio will overload or over-complicate your strategy. But thanks to modern tools like WordPress Multisite, it’s easier than ever to manage domains in one centralized location. With a single dashboard, you can keep an eye on multiple areas simultaneously and coordinate your strategies between them.
  • Several potential traffic flows. Creating multiple domains means that you will create multiple routes for traffic to ultimately end up at your main site, if you choose to use your addon domains this way. for example, you can create a separate marketing strategy for each area of ​​your portfolio, generating a thriving flow of traffic for each individual. You can then use interconnect policies to send traffic between these sites, providing mutual benefit for each site in your network.
  • Risk diversification. Like diversifying a portfolio, owning multiple domains is also a form of risk diversification. If all of your content, all of your traffic, and all of your reputation depend on one domain surviving, you’re putting your business at far too much risk. If your primary brand starts to face reputation issues, your domain is blacklisted, or another threat is interfering with your ability to run the business, your other domains can serve as a backup — and a way to keep going. capitalize on your existing audience. Obviously, you want all of your domains to survive as long as possible, but it never hurts to have a comprehensive, multi-layered backup plan.
  • Capitalization on type in traffic. Don’t underestimate the power of typing traffic, the traffic generated when people manually type in your domain name. Acquiring several different domains is a great way to capitalize on different types of entry traffic. You can buy domain names that are short and easy to remember, or those that target very specific audiences; from there, it will be easy for you to generate direct traffic.
  • Landing pages and niche appeal. Segmenting your strategy across multiple domains can also help you create more unique landing pages and cater to niche audiences. Rather than serving a generic audience or all of your audience segments at once with a single site, you can create hyper-specialized content for your most lucrative audience segments.
  • Benefits of SEO. Several areas can be beneficial for optimizing your search engine (SEO) as well. Assuming you back them all up with a valid content and link building strategy, each domain will gradually generate higher authority on its own. Your interlinking strategy will allow you to mutually support the authority of each domain, drive more traffic, and get more engagement from each visitor. The sum total of these effects will boost the authority of your primary domain, allowing you to rank higher in search engines.
  • Complementary effects. You can use multiple domains to execute complementary strategies and earn complementary benefits. For example, you can use one domain to create high-risk, high-reward assets, while a secondary domain is more cautious and conservative.
  • Experimentation and learning. You can also experiment with almost anything, web design to marketing, and do it safely with multiple domains. You can take one of your worst performing domains and try an experimental and risky strategy with it; if the strategy doesn’t work, you’re not much. If this strategy works, you can learn from it and apply it to your most valuable areas with a much better understanding of its risk profile.

Tips for using multiple domains for your business

Of course, there are many ways to fail when using multiple domains. You could stretch out, neglect your core domain, and alienate your audience. You could be spending too much, compromising your return on investment. And some of your domains may be complete failures.

But these tips will help you get the most out of the multiple domains you use to support your core business.

  • Start small. You don’t need treat each domain as a new business, and you don’t need 400 domains to get started either. It’s usually best to start small. Acquire an additional area or two and focus on improving them before moving on. This way, you’ll end up with much better quality domains at the start of your strategy, and you stand to lose less if you make mistakes. You can always expand more aggressively in the future.
  • Diversify your holdings. Consider diversifying your holdings, the same way you would diversify an investment portfolio to minimize risk. Acquire a mix of long domains and short domains, and cheap and expensive domains. Generally speaking, concise and expensive domains tend to be very competitive but very valuable, while their opposites require very little initial investment but also have a lower prospective return. It is ideal to build a network with many types of domains, so that you can fully realize the strengths and weaknesses of each.
  • Look for bargains. Keep an eye out for amazing domain deals – concise, SEO-friendly domains that are potentially appealing to a unique audience, but still only sell for a few dollars each. This is especially powerful if you’re trying to market to a small niche audience. There won’t be much competition, so the prices will be absurdly low, but you can still appeal with great relevance to a loyal audience.
  • Always create unique content. Each domain in your portfolio should have unique content. It’s not enough to superficially copy content from one site to a new one, nor is it a good idea to stockpile unoriginal filler content for its own good. The best way to grow a domain from scratch is through high-quality content marketing, which means building an archive of original work for each domain.
  • Shoot down the underachievers. Pay attention to the performance of all your areas and don’t be afraid to weed out the underperformers. If a domain isn’t delivering the flow of traffic you wanted, or its performance metrics are continually declining, it may be best to cut your losses and sell it to the highest bidder.
  • Boost your best domains. Conversely, research the areas that work best and analyze them to learn from the strategies that support them. Is there a specific type of content you’re creating here that isn’t present elsewhere? Are there any specific tactics that make this particularly effective?

There is no rule that says you have to have multiple domains to serve your business goals. But it’s growing in popularity, which means it’s turning into a major competitive threat. With this in mind, relying on several domains is as much a defensive strategy as it is aggressive and expansionary. Either way, when used correctly, managing multiple domains can increase the amount of traffic you generate, improve your brand visibility, and ultimately increase your chances of business success.

Nate Nead

Nate Nead

Nate Nead is the CEO and Managing Member of Nead, LLC, a consulting firm that provides strategic consulting services across multiple disciplines including finance, marketing, and software development. For over a decade, Nate has provided strategic advice on mergers and acquisitions, capital sourcing, technology and marketing solutions for some of the best-known online brands. He and his team advise Fortune 500 clients as well as SMEs. The team is based in Seattle, Washington; El Paso, Texas and West Palm Beach, Florida.

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