The companies I provide marketing advice to are focused on their website – and for good reason – but as they advance, I inevitably recommend they build multiple web properties to strengthen their digital castle.
I usually get a “yeah, but…” reaction and their attention diverts to something else.
Instead of switching topics, let’s talk about this digital development and why it’s so strategically sound.
A web property in this context is any website and/or page you own.
Social media channels definitely work. For example, your Twitter page is a property. Same for Facebook, LinkedIn, Pinterest, etc.
As you already know, it’s wise to invest resources (time, money, energy) into these pages because the platforms can be leveraged to garner sales and/or eyeballs.
That said, when I talk about investing in web properties, I’m referring to the creation of independent websites that support your existing agenda.
The giant media companies are already doing this. In fact, Glen Allsopp of Viper Chill wrote an excellent article on how 16 companies are dominating Google SERPs (search engine results pages).
The end result of this search domination is a grocery store of information where we think we have all of these diverse choices of info to choose from when we’re really looking at a very few voices/messages repackaged.
Take a look at this screenshot from Glen’s post:
Hearst media is dominating this niche with four web properties spanning five of the top seven search results.
It’s brilliant strategy and one I advocate.
Here are the big 3 advantages:
Relatively cheap to buy up some of the most valuable real estate in the world
You control the narrative
Making Money with Multiple Properties
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In the SEO community, the prevailing wisdom is once you rank #1 for a lucrative and/or important keyword, you don’t stop there, you proceed to rank multiple properties and own the Google real estate, displacing the competition and taking the lion’s share of the market.
For example, if you rank #1 for a targeted keyword like “crypto insurance” and it’s generating $150,000/month in recurring revenue, then you should proceed to rank websites for #2 and #3, etc. and take full control of the market. While #2 and #3 won’t make as much money (all things equal), it’s still available money that is yours for the taking.
Brand Management via Displacement
Of course, another benefit is making sure you’re in control of what shows up under searches for your brand name.
We all know how brutal review sites can be. Most products/services don’t receive reviews when things go right but any perceived mistake can earn negative responses from disgruntled customers and paint an inaccurate picture of your brand and ultimately tank sales.
You have 10,000 customers of your product.
80% or 8,000 think your product is amazing and worthy of 5 stars.
1,500 are fairly happy and would give 3-4 stars.
But another 500 are upset and ready to lash out and do so on an authority review site that just so happens to rank high in Google for your brand name. Of the 100 reviews on your company’s page, 70 are 1 stars and dramatically shift the way a prospective customer sees your company and product and they decide not to buy.
Unfair representation, yes. Real affect on your brand: tremendous.
In this scenario, it’s a good idea to have multiple web properties to move up in Google and thereby displace a review site like ConsumerAffairs.com, RippedOffReport.com, PissedConsumer.com, BBB.org, etc. to where it much more harmlessly shows up on page 2.
While you aren’t increasing sales per se, you are paving the way for would be sales to take place.
What sites or pages can we move up to page 1?
Branded websites associated with your company/brand are the best route. But social properties like Twitter, Facebook, LinkedIn, YouTube, Instagram can also be moved.
Controlling The Narrative
Similarly, sometimes you just want to control the information. We’ve talked about brand management but information extends well beyond that into other stuff, usually around generic keywords but there are no limits here.
In these instances, it’s best to have alternate branded properties (like Hearst media) that disseminate information that best fits your agenda.
Next Level Strategy
To enhance your web properties, you can acquire premium domain names to build them on. This can help both in terms of branding, credibility, and search engine optimization or SEO.
Hypothetically, imagine if Hoover was to acquire Vacuum.com and build out a content site on that. That would be powerful both in terms of immediately credibility (people recognize a great domain and know you have to be serious to build upon it) and SEO as any searches with the keyword “vacuum” in them would be more likely to include Vacuum.com once aged and developed.
In a Nutshell
Developing web properties to add to your company’s digital portfolio is an ultra savvy strategic move that allows you to invest in digital growth, insulate your company against the competition, and build a very valuable asset.
As you can see, major corporations are already implementing this strategy. No matter what niche you’re in, you should be too.