Question about breaking out content from one site onto many
-
We have a website and domain -- which is well-established (since 1998) -- that we are considering breaking apart for business reasons. This is a content site that hosts articles from a few of our brands in portal fashion. These brands are represented in print with their own magazines so it's important to keep their presence separate.
All of the content on the site is related to a general industry, with each brand covering a unique segment in the industry. For example, think of a toy industry site that hosts content from it's brands covering stuffed animals, electronics and board games.
The current thinking is to break out the content from a couple brands to their own sites and domains. The business case for this branding purposes. I'm of the opinion that this is a bad idea as we would likely see a noticeable decline in search traffic across the board, which we rely on for impressions for our advertisers.
If we take the appropriate steps to carefully redirect pages to the new domains what kind of hit should we expect to take from this transition? Would it make much difference if we were transition from 1 to 2 sites vs 1 to 4? Should this move be avoided all together? Any advise would be appreciated.
-
Our site hosts b2b content and while I agree with your scenario in general, we do have some niche content that some users would have no interest in.
A better example instead of a toy industry site might be a construction industry site. Let's say our content is generally related to the construction industry and our readers work in or own construction businesses. We might have brands and individual publications that cover everything from concrete innovations to lumber pricing to interior design. While all of the content is generally is related to construction, most interior design professionals may have zero interest in lumber pricing.
That's essentially where we're at. For branding purposes the interior design folks think it would be better to have their own uniquely branded website, but they'll obviously feel the pain of the break from the main construction site.
-
In your example you say....
.... think of a toy industry site that hosts content from it's brands covering stuffed animals, electronics and board games.
If that is your website, do you think that a shopper will be pleased that she can do gift shopping there and add a stuffed animal and a board game to the shopping cart. If you split these sites all of that cross shopping will be gone. How many of your current shopping carts mix items from the different parts of your website. All of that is gone. And, if people are like me, they don't like go buy one item here, another item there, another item at still another site and then wait for all of these packages to arrive and be interrupted or stay home because you have a package scheduled to arrive.
I have retail sites. How many of my customers add products to their shopping cart from multiple product categories? I'll tell you how many.... enough that if that was taken away that my business might not make a profit. You don't make much money selling one item at a time. You make the real money when people fill the cart.
If you publish magazines, don't you think that a visitor will see that you publish Magazine A and Magazine B and Magazine C.... they will think... Wow! This company publishes all of these magazines, they must know what they are doing. And if someone likes Magazine A a lot, don't you think they might be on your site and see that you also publish Magazine C and decide to take a look at it. Lots of people subscribe to many magazines.
The people who want to break up this site are not thinkin'.
-
I agree with you and I'm hoping that I can talk them out of it. Hearing words like "enormous traffic loss" is enough for me to fight this.
-
I am willing to bet good money that breaking up this site will result in an enormous traffic loss.
Why? You are going to take a large authoritative domain that is probably a nice brand and break it up into a bunch of hotdog stands.
Google likes big brands. Google likes authority. Visitors like to be impressed. I would not do this.
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
-
Site Audit Tools Not Picking Up Content Nor Does Google Cache
Hi Guys, Got a site I am working with on the Wix platform. However site audit tools such as Screaming Frog, Ryte and even Moz's onpage crawler show the pages having no content, despite them having 200 words+. Fetching the site as Google clearly shows the rendered page with content, however when I look at the Google cached pages, they also show just blank pages. I have had issues with nofollow, noindex on here, but it shows the meta tags correct, just 0 content. What would you look to diagnose? I am guessing some rogue JS but why wasn't this picked up on the "fetch as Google".
Technical SEO | | nezona0 -
How can I avoid too many internal links in my site navigation?
Hi! I always get this notification on my pages 'Avoid Too Many Internal Links' when I run the Page Optimization Score. And this is the message I get how to fix it: Scale down the number of internal links on your page to fewer than 100, if possible. At a minimum, try to keep navigation and menu links to fewer than 100. On my website I got a desktop navigation menu and a mobile variant, so in the source this will show more internal links. If I hide those links with CSS for the view, is the problem then solved? So Does Google then see less internal links? Or does Google crawl everything? I'm curious how I can fix this double internal links issue with my navigation menu.
Technical SEO | | Tomvl
What are you guys ideas / experiences about this?0 -
Could multiple languagues on one site be bad for SEO???
Our site is has content in English and in Spanish. The spanish side was translated by me, Spanish is my first language, so i know that the translations are good and its original content. We were Pandalized/Penguinnized pretty bad earlier this year. We have completely cleaned our site of anything that could be considered thin content or grey hat techniques. An associate is telling me that we need to put the spanish version of the site on its own domain, does this make sense to anyone? The spanish side of the site gets only about 5% of the visitors, bu i still don't see the logic in taking all those pages and putting them on a different domain. Would this help recover from Panda/Penguin. Thanks
Technical SEO | | 858-SEO0 -
Have a client that migrated their site; went live with noindex/nofollow and for last two SEOMoz crawls only getting one page crawled. In contrast, G.A. is crawling all pages. Just wait?
Client site is 15 + pages. New site had noindex/nofollow removed prior to last two crawls.
Technical SEO | | alankoen1230 -
Will one line of duplicate content drag down my landing page?
I am using copyscape to check for duplicate content on my landing pages. I found three sites that have the exact same sentence as mine, on a page that I rank well for on one of two key terms related to the product. The sentence is not essential to my product page. Do I risk losing page one rank on a key search term when I remove that sentence on my site, in hopes of possibly improving the page on the second key search term? Do I leave it alone? This is an older "template" site with very little that I can do SEO-wise, and I have managed to get a few key prodcut landing pages on page one of Google. It has seen a drop in rank on many landing pages post-panda, and I'm doing my best to clean up what I can. Do I leave well enough alone for a page one rank on one term, or swap out that sentence in hopes of getting better rank on two keywords?
Technical SEO | | Ticket_King0 -
Is this dangerous (a content question)
Hi I am building a new shop with unique products but I also want to offer tips and articles on the same topic as the products (fishing). I think if was to add the articles and advice one piece at a time it would look very empty and give little reason to come back very often. The plan, therefore, is to launch the site pulling articles from a number of article websites - with the site's permission. Obviously this would be 100% duplicate content but it would make the user experience much better and offer added value to my site as people are likely to keep returning even when not in the mood to purchase anything; it also offers the potential for people to email links to friends etc. note: over time we will be adding more unique content and slowly turning off the pulled articled. Anyway, from an seo point of view I know the duplicate content would harm the site but if I was to tell google not to index the directory and block it from even crawling the directory would it still know there is duplicate content on the site and apply the penalty to the non duplicate pages? I'm guessing no but always worth a second opinion. Thanks Carl
Technical SEO | | Grumpy_Carl0 -
Internal Linking: Site-wide VS Content Links
I just watched this video in which Matt Cutts talks about the ancient 100 links per page limit. I often encounter websites which have massive navigation (elaborate main menu, side bar, footer, superfooter...etc) in addition to content area based links. My question is do you think Google passes votes (PageRank and anchor text) differently from template links such as navigation to the ones in the content area, if so have you done any testing to confirm?
Technical SEO | | Dan-Petrovic0