One brand 5 services. How to optimize?
-
We have a client that provides 5 different services all under one brand and one site. The challenge is getting good web popularity to each major brand. It looks like this:
Brand ( No real Internet traffic to Brand keywords)
Service A
Service B
Service C
Service D
Service E
All the services are displayed on the home page. The SEOmoz scores are now (in general) as high or higher than the competition in the service keywords, but, of course, we are only ranking on the top for one of the services. It's a local business.
We are just finishing a re-design of the site so that each service has an internal "micro site" within the domain. Each of the services is linked from the home page to its micro sites Anchor page. The anchor page is linked to 2 to 4 other pages all directly related to that services information.
SO my question is, should we continue to work on building the home page popularity, or focus a mix between the Home page (Brand) and the Micro sites Anchor pages. or just go
for popularity of the Internal Anchor pages for the services?
Hope this makes sense. And thanks in advance for your thoughts.
-
Egol is correct. It is really hard to address your question without a great deal of specifics.
The only general recommendation I can offer is to be sure to cover all the major factors for each page before trying to drill down on your home page.
Let's go back to the MOZ Chevrolet example. For your body shop, I would ensure you are listed in any local directories as Moz Chevrolet Body Shop. I would also work with insurance companies, towing companies, police agencies and anyone else I can think of who is a possible source of customer information and can offer a good link.
You don't want to get caught up tweaking minor details on the main page when you have big opportunities on the other pages.
-
For this question, generalized advice is meaningless. Too many factors are involved, such as the rankings of your individual pages and the keywords that your homepage competes for.
-
I guess I could ask this question in a different way.
If we continue to spend 100% of our efforts on the home page popularity ( meaning linking, and all other related SEO type tactics) will we see greater returns on all 5 , (assume all 5 have equal value) than if we spend 100% of our time on the service anchor pages, regardless of the order.
-
Would be hard to work on them all at once. Promoted one at a time
-
I will create an example to try to make this easier.
You are the proud owner of MOZ Chevrolet. Your dealership offers:
New Car Sales
Used Car Sales
Auto Repair
Auto Body Shop
Auto Parts
Each of those five separate departments (what you referred to as services) can have their own sections within your site. As you suggested each of these can be micro sites.
The main MOZ Chevrolet page can focus on broader key words or phrases such as "Chevrolet" or "Chicago Chevrolet". Meanwhile your Auto Repair service can focus on "Chevy repairs" and other key words.
If you are the auto repair manager, you can offer your departments page as the home page for your customers. You can run promotions, track statistics and in many respects treat your pages as if they were their own site.
The key factor is how strong are these services? In this example, many dealerships are quite casual about their business. Meanwhile, your body shop manager can be aggressive, seek business, provide higher standards, etc.
In summary, if your services are strong, then they can absolutely support their own pages. If they are weak, and you don't foresee a change, you may opt to focus on the main brand.
-
Great questions, and yes. We have each service prioritized by both profitability and marketability
Like all of us of course, they want them all! .
-
Have you spoken with the client about which services they most want promoted? Where do they have capacity, where do they have profitability, what parts of the business do they enjoy?
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Help with structure for optimizing Photography Website SEO
Hey guys , I am building a photography website and currently I have it setup the following way for my image galleries : https://ricfrancophotography.com/portfolio/norway-landscape-photography/#!gallery6618-6577 This provides me with an individual link for each of the images in my photography gallery but as a gallery these have obviously no content and I figured the best way would be to add the images I want to work my SEO for to individual blog posts . So here is what I did so far : - Added a link to the caption of each image inside the lightbox that is linking to the individual blog post - In order to not break the navigation I made the post with the content for each image open in a modal popup (it changes the link in the top bar but once closed it goes back to the gallery) . - I made the image inside the post link back to the fullsize image in the lightbox gallery when clicked instead of linking to the .jpg in wp-content/uploads. Now, I have some questions regarding whether this is a good practice in terms of SEO and if the fact of having duplicate images or this structure is going to hurt my SEO any way . Although both images are in different urls they ultimately link to each other this way : Blog Image --> Gallery Image url --> wp-content/uploads/file.jpg Is there a better approach for this ? Thanks
Intermediate & Advanced SEO | | ricfranco0 -
What instills branding trust - resources
Hello, If you look at the top keyword in one of our companies, and across the long tail, you'll see one thing. Not better companies for the industry. Not companies with better information. Just Trusted names. Trust Trust Trust. Big guys you can trust and little guys you can trust. So since everything's about branding trust in this niche, how do you revamp a website to instill new trust and thus increase in rank? Resources are always helpful, or direct answers are more than welcome. Thanks.
Intermediate & Advanced SEO | | BobGW1 -
Seo consulting service for just one site ?
I make a living off my site, so everytime I have to make a critical decision on SEO, I have a lot of fear that I could make things worse and lose everything. I can find solutions here and google, but there always a lot of different opinions, so I was thinking in hiring someone to pick his brain and do what he/she thinks its best in my case. What do you guys think about this ? Do you have someone to recommend ? That you see his work with good results ? I have a wordpress blog (micro businnes), so my budget is not big.
Intermediate & Advanced SEO | | Glinski1 -
Optimal Page Titles to avoid cannibalization
Hi there Moz community I spent today researching optimal "page titles" to avoid cannibalization of keyword. Why? Because when i set up my site previously for another industry I obviously well and truly stuffed it up with page titles that were different, but still too similar ie field marketing project setup, field marketing saas, field marketing reporting. I never ranked once for that term. Consequently, we nearly went broke in the process. Hence my research, which led me to Rands video and other information about choosing the best page title. However, I came across two opposing name theories. So, before i make a colossal error again, could someone please clearly clarify which would be the best way for me to proceed. First option(according to Rand's video about the snowboard website) Main page title - Field reporting and mobile data collection (same keywords as site title?) Subsequent pages - titles - (p1) Field reporting for construction (2) field reporting for medical (p3) field reporting for retail (or is that cannibalizing "field reporting"?) Second option Main landing page - Field reporting Solutions for your business, for your industry Subsequent page titles - (p1) defect inspection & reporting for construction (p2) incident reporting for medical But my quandary is that I wanted to rank for mobile data collection and field reporting for these industries. So how do I write the page titles without firstly keyword stuffing, secondly avoid cannibalization and lastly, not too long? Any explanation that specifically says yes or no would be greatly appreciated Thanks in advance and happy friday. Sharon
Intermediate & Advanced SEO | | Sharonrice0 -
Local Results For Additional Service Categories
Hi Mozzers, My client is prominent in local search for their primary activity, but I would also like them to appear for other service categories they offer. Assuming I add these other service categories in +Local and build corresponding service pages on the site, will this be enough to cause them to appear for these other services? The additional pre set service categories offered in +Local don't match those offered in local citations, so I can't really support these that way.
Intermediate & Advanced SEO | | waynekolenchuk0 -
Should each physical store have its own ecommerce store on subfolders, or share a single national one?
Each store has its own subfolder (in my mind this hasn't actually happened yet 😉 ) on the main head office domain i.e. maindomain.com/localstore1 , maindomain.com/localstore2 etc. I am happy that this is the best structure for SEO purposes. I like the local SEO advantages to it as each store can have its own NAP and show its own inventory. However I am worried that each store having its own ecommerce site will lead to duplicate content issues. So I am having a rabid debate with myself as to whether each store should:
Intermediate & Advanced SEO | | BruceMcG
a) have its own ecommerce website i.e. maindomain.com/localstore1/ecommercestore
b) have its own ecommerce website i.e. maindomain.com/localstore1/ecommercestore with each product and category page having canonical links to the corresponding page on the main ecommerce website i.e. maindomain.com/ecommercestore
c) just have one ecommerce website with local stock shown e.g. maindomain.com/ecommercestore/productpage shows in an inventory in a line (below the price or such like): " localstore1 (3 items) localstore2 (0 items)"
d) just chill, inventory stock-outs happen just don't worry about showing local stock And its not good to have internal rabid debates, so I'd like to ask the wider moz community. For bricks and mortar stores (branches or franchises) how would you set up ecommerce stores? Thanks.0 -
Redirect on exact match domain to Brand domain question :)
Hi, If I have a website with the domain crazysocks.co.uk and a title tag 'black socks' would I see any benefit redirecting blacksocks.co.uk to crazysocks.co.uk, to give my keyword 'black socks' a boost in the SE's from the EMD. I see it loads where an EMD is indexed for its term but when you click the result it redirects to a branded domain. I personally cant see this being true but wanted to double check.
Intermediate & Advanced SEO | | activitysuper0 -
Google Places optimisation for service franchise, 150 franchisees with no physical addresses?
So we have a client who is a plumbing franchise with about 150 franchisees across the country. Because its a plumbing franchise the businesses don't have street addresses (apart from the franchisee home addresses but we don't want to use those) We used to have bulk uploaded listings for the franchise locations and used the GPO address is the suburb/city as the address and got away with this fine for years. Google has copped onto this and asked for reverification of the listings by post now. So my question is what's the best way to optimise places for 150+ locations. As a quick fix, we're going to add a new places location as the master franchise HQ office (address exists). We can then add all the suburbs/areas serviced into this location which may or may not show up for local searches in those areas. We could potentially verify all listings by mail by using private mailboxes but mail verify on a mass scale like that is likely to be flaky not to mention an admin nightmare. Does anyone have an experience with this and how they got around it?
Intermediate & Advanced SEO | | Brendo2