Having one website is good for SEO, so having 50 must be 50X better, right?
A client recently asked if it made sense to do the following for SEO and/or PPC reasons:
- Buy 50 domains to use as landing pages
- Write unique landing page copy for each site
- Use the pages to capture email addresses for an email newsletter
- Link each of the 50 landing pages to the primary e-commerce domain
My answer is a bit oversimplified but I would argue that the time and money are better spent improving the primary domain. You might get different and equally valid answers from others, but be sure to weigh the pros and cons, costs and benefits before heading down this path.
SEO Benefits or Brand Builder?
While this tactic used to work well for ranking high with exact match domain names, there is almost no benefit in moderate-to-highly competitive markets.
Unless those 50 sites had links pointing to them from other sites (not reciprocal links within the same link wheel), they won’t pass much, if any, link equity to the primary domain and won’t rank well for anything but very long tail keywords.
My advice would be to spend the resources (money and time) that you would have spent on building unique content for 50 unique landing pages and add 50 pages of useful, relevant content to your primary domain.
PPC Benefits for Landing Pages?
Any PPC benefit that can be derived from unique landing pages (and there definitely is some) would be just as effective as subdomains or subdirectories of the primary domain without the added expense and management overhead.