The question of whether to operate one or multiple websites for a business is frequently debated within the digital marketing sphere. The provided materials suggest that, while the idea of dominating search results by acquiring numerous domain names may seem appealing, a single, well-optimized website generally offers more substantial SEO benefits for U.S. businesses. Maintaining multiple websites introduces complexities in backlink acquisition, content management, and overall SEO effort, potentially diluting resources and hindering overall performance. However, specific scenarios, such as distinct branding or separate product lines, may warrant consideration of multiple domains or subdomains.
The Appeal of Multiple Websites
Some marketers believe that owning multiple websites related to a specific industry can lead to increased visibility in search results. The rationale, as presented in the source materials, includes the idea of “owning” keyword real estate by registering numerous domain names. However, the data indicates this approach is largely impractical. In 2016, there were already 334.6 million existing domains, with 22 million new registrations that year, making it nearly impossible to acquire all relevant domain names.
Another perceived benefit is the potential to rank for multiple searcher intents. For example, a business selling both adult clothing and baby clothes could theoretically rank for both keywords with separate websites. However, this advantage is contingent on having the resources to conduct separate SEO campaigns for each site.
SEO Considerations: Backlinks and Authority
A key challenge with multiple websites lies in backlink acquisition. The source materials emphasize that backlinks remain a crucial ranking factor. Spreading content across multiple websites can dilute the impact of backlinks, as link equity is distributed rather than concentrated on a single domain. If two websites compete for backlinks, neither is likely to build a strong backlink profile. The data suggests concentrating efforts on building backlinks to a single website is more effective.
The concept of “siloing,” as described in the source materials, relates to hierarchical organization of content. While siloing is a valid SEO technique, it is presented as something achievable within a single website, rather than requiring multiple websites.
Technical and Logistical Challenges
Managing multiple websites presents significant technical and logistical hurdles. The source materials highlight the increased workload associated with content creation, website maintenance, and data analysis. Analyzing conversions and leads across multiple websites is more complex than focusing on a single platform. Maintaining uniqueness across multiple sites is also a concern, as duplicate content can negatively impact search rankings.
Subdomains vs. Multiple Domains
The source materials address the use of subdomains as an alternative to separate domains. In most cases, subdomains are not ideal for SEO. Search engines often treat subdomains as separate websites, splitting rankings, topical authority, and backlink authority. While Google’s algorithms can recognize that multiple domains or subdomains belong to the same business, the main domain typically receives greater authority. Linking between a main domain and its subdomains can help pass authority, but the effect is diluted compared to a single website. Subdomains may be appropriate for distinct sub-brands, products, or international geo-locations with unique offerings.
Branding and User Experience
The source materials suggest that the design of multiple websites should be distinct enough that visitors cannot immediately discern they are owned by the same company. This approach aims to avoid confusing users and maintain the perception of separate entities. However, the data also indicates that cross-linking between websites can be beneficial, allowing users to discover related products or services. One example provided details two websites with identical layouts, differentiated only by the services offered, and a “SWITCH TO:” link facilitating navigation between them.
Redirects and Website Consolidation
If a business decides to consolidate multiple websites into one, 301 redirects should be used to preserve “link juice” – the value passed through backlinks. A 301 redirect signals a permanent move, ensuring that link equity is transferred to the new website. However, the source materials caution against using redirects unnecessarily. If a website is already functional, receives traffic, and ranks, it may be more efficient to update the design and optimize the site rather than redirecting visitors.
Fundamental SEO Practices
Regardless of whether a business operates one or multiple websites, fundamental SEO practices remain essential. These include technical SEO (mobile optimization), on-page optimization, and off-page optimization. The source materials specifically mention technical SEO tasks such as mobile site optimization.
When Multiple Websites Might Be Considered
While a single website is generally recommended, the source materials suggest a few scenarios where multiple websites might be considered. These include:
- Distinct Customer Groups: If a business serves significantly different customer segments, separate websites tailored to each group may be beneficial.
- Separate Brands: If a business operates distinct brands with unique identities, separate websites can reinforce brand differentiation.
- Complementary Businesses: As illustrated by the example of an art gallery and photography training business, related but distinct businesses can benefit from separate websites with cross-links.
Conclusion
The available data indicates that, for most U.S. businesses, a single, well-optimized website is the most effective SEO strategy. Maintaining multiple websites introduces complexities in backlink acquisition, content management, and technical maintenance, potentially diluting SEO efforts. While specific scenarios may warrant consideration of multiple domains or subdomains, these should be carefully evaluated based on branding, target audience, and available resources. Focusing SEO efforts on a single website allows for concentrated link building, streamlined content creation, and more efficient data analysis, ultimately leading to improved search rankings and increased organic traffic.