Mediarun Search Marketing News

Microsites can boost brand engagement and improve SEO

April 1st 2010

Search Engine Optimisation News

Microsites can be used to boost a business's search engine optimisation efforts and they are also useful for engaging existing customers who are already familiar with a company's brand.

According to new research by Dynamic Logic, search engine optimised microsites have a brand impact of around 7.8 per cent - meaning that just under one in ten people become aware of a company's message after visiting such a site.

The figure is almost double the brand impact offered by display and online video advertising and shows the benefits of integrating microsite publication into a company's wider search engine optimisation and marketing strategy.

Dynamic Logic told Media Post that the increased impact offered by microsites may be down to the fact that the web traffic directed to them consists of consumers with a greater affinity towards a firm's brand - i.e. they might be an existing customer.

But, the firm went on to say: "However, it is likely [this increase is] more related to the experience people have on the microsite, which is much more immersive, interactive, and engaging than simply being shown a display or video ad while browsing online."

However, the firm also claimed that while microsites have a larger brand impact their display or video ad counterparts, the reach of these sites is notably smaller.

Adding: "Attracting [consumers with a strong brand affinity] is generally desirable, since microsites - although also used to attract new consumers - are often built to deepen relationships and loyalty with current brand users."

Recent research conducted by Sedo has highlighted an entirely different benefit of incorporating microsites into search engine optimisation campaigns.

According to the firm, domain names can have a massive impact on the success of a marketing campaign, with good, easily-optimisable domain names doing a lot of the leg work before a firm's SEO strategy is even started.

Sedo said that seven out of ten firms now use microsites as part of their digital marketing campaigns.

Jeremiah Johnston, chief operating officer at the firm, said: "We're encouraged by these findings and it's clear that the use of internet domain names is being more widely used by the marketing sector."

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