Should I create a landing page for each URL and 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 high search volume around some keywords that are very related to my website. I then buy those keywords as URLs – 30 of them .

What is best for my main website traffic, authority, search results and overall SEO improvement? Should I create a landing page for each URL and link to my main site from each landing page, or just forward each URL to my main page? »

I think having multiple websites targeting specific keywords is a very bad strategy for most businesses.

It’s almost always best to start by consolidating your web properties into one super-powerful site where you can push all of your marketing efforts, not just SEO.

From a non-SEO perspective, when you build strong, branded web presences, you’ll get more clicks and traffic.

From an SEO perspective, each site you monitor requires additional resources.

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

You need to do technical SEO maintenance on 30 sites.

You need to secure and protect 30 sites.

You need to link to 30 sites.

For most businesses, having many sites leads to resource issues, and most businesses simply don’t have the bandwidth to properly optimize 30 sites.

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

In fact, I would be safe to say that most companies that use this type of strategy gain nothing or have a low return on investment.

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

Exact match domains work

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

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, simply having a site ranking for a particular keyword does not automatically translate to increased traffic, sales, and leads.

Foreign domain names, meaning domain names beyond your primary branded web property, are much more susceptible to the vagaries of a Google algorithm update than a domain from well-built main brand.

If you have the resources to create a strong web presence on your foreign domain name, you risk losing any rankings you get from a keyword in your domain name.

Google said keywords in domain names do not affect rankings.

Even though we know they do.

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

Keywords in page names

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

The signal for the keyword is not as strong as 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 foreign domains.

Creating a robust, sensible internal linking structure combined with quality 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 domain. first level.

In conclusion

I highly recommend looking for a better strategy than buying a bunch of domains containing keywords.

Of course, if you have unlimited resources, test some of these domains could logical, but even doing so runs the risk of cannibalization.

And don’t think 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 business.

If you could rank all of your sites, it would create a bad end-user experience.

And the experience Google doesn’t want them to have.

So when Google understands what you’re doing, you can bet your bottom dollar that it will take action to fix the bad user experience.

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