Multiple Domains for a Website: Useful for SEO or Duplicate Content?
2014.01.09 by Sebastian Maier
For a good ranking in search engines, you, of course, want to be found under a broad range of appropriate keywords. So, for instance, it makes sense for the fictitious Partyservice Müller to occupy a good position under catering and the name of the place where the company is located.
Is it practical to register an additional domain name different from the one already in existence, in order to increase the hit rate of potential customers?
BE CAREFUL WHEN OPENING A SECOND DOMAIN
A second domain will only make sense if this domain is not just linked to the homepage of the existing domain name, but instead receives its own landing page. This is important, since the second domain will otherwise be rated as duplicate content. The aim is that the website should occupy a good position under other search terms, which are not available in the original website. By being downgraded to duplicate content, the purpose of wanting to create a second domain would be rendered void. If you would like to know more about how Google handles duplicate content, I recommend this recent video by Matt Cutts.
More effort, usually requiring SEO experts, and a larger budget is needed to ensure that the second domain is regarded as an independent website, because the page must differ from the original website in structure and content, in order to be ranked independently. However, in spite of this, it must make it possible for a significant number of visitors to be redirected to the desired website.
If Partyservice Müller is just a medium-sized, local company, this effort would hardly be worth it.
BETTER RANK ALSO WITHOUT A SECOND DOMAIN
You can still optimize your current website for keywords that do not appear in the domain’s title. Through the so-called on-page Optimization, you can place the central keywords of each subpage at various points relevant to search engines.
Recent Google updates have shown that the search engine is continually working towards delivering the most stimulating and appropriate results possible. In order to achieve this aim, search engines must continually be able to weigh between websites that are strong and weak in terms of content. Therefore, the areas, which would lead a person to classify a website as relevant and good, are becoming increasingly important as it concerns SEO.
Some of the important places, where you can insert the keywords on each subpage, are:
File name: Here you can easily make the contents of the subpage visible with suitable keywords
Alt description for images: The search engine cannot ‘see’ images, but, with an appropriate alt-description, you can still make them understandable for the search engine.
Correct formatting: Through the use of H1, H2, etc. for categorizing headings, you can also make the keywords visible to the search engine.
Internal linking: By using the keywords of various subpages in relevant places and linking them to one another, you can place additional focus on these keywords. It is also important that the internal linking be closed and that there be no dead ends in the form of dead links since they would be rated rather negatively by search engines.
We use these options, which are available in the smooster CMS by default, for on-page optimization, for instance, both on our homepage and the subpages, and also for each blog post. If you would like to know, where you can find some of the on-page optimization tools in the smooster CMS, take a look at our article on default SEO options in the smooster knowledge base.
If you are building a website that is practical and understandable to the user, you would make sure that each subpage concentrates on a relevant topic. This topic then extends through the entire subpage with the help of keywords sensibly placed at various places. Thus, a website, which is both optimized for search engines and useful to the user, is automatically created.