Ever noticed how typing in a company name usually returns the company you are looking for at the top of the search? Our third tip is about using search engine optimisation to reach as many users as possible.

3. Using Microsites

Clearly the search engines don’t have a list of all registered companies, but what usually happens is that the website owner has created a website about his company using the company name as the url (web address) and most search engines put some weight on that. Often the title tag is set up to be the same as the company name and there are often words on the page talking about the company.

So, quite naturally, when you type in a company name even if the website hasn’t had search engine optimisation, the search engine will return that page.

The problem is that most companies want to be found for product-related searches rather than their company name and this is why we often use microsites so that we can get access to more relevant web addresses. Microsites focus on the things your potential clients are really looking for and have links to your main site so that you can collect and convert those leads.

So for instance ACME Widgets may do well in the search engines if any one is searching for ACME, under www.acme.co.uk, but not for anyone searching for widgets. Unless we put up a site called www.best-widgets.com for example which the search engines will infer is a site all about widgets. It just so happens that all the links out of that microsite will indeed lead to action pages within the microsite or within www.acme.com .

So without mucking about with the main website, search engine optimisation uses the power of relevant web-addresses to drive traffic to the main site.