We all know what a website does. And from context, we can likely figure out what the term “microsite” means. But what exactly does a microsite do, and why might your company need one?
A microsite is a single web page or small website. It is created to promote a company’s product, service, campaign, or event. Microsites typically use a different web address from the main company website. It will include links back to the main website, but will act as a separate entity for the brand.
One has to do with the customer experience of your brand. Examples of this may include:
The second has to do with how Google perceives and indexes your website.
Things like keywords and metatags all clue Google in on what your site is about, who your target audience is, and what your key messages are. But if all of a sudden, your site pivots and starts focusing on new things, this can be very confusing to Google and will cause your rankings to suffer. That’s why a microsite can be a great idea.
Website users to your main site will still have the same user experience they’ve had in the past. Google robots crawling your main site won’t think your website is about something entirely new.
Creating a microsite prevents customer and Google confusion. So the next time you are creating content that is markedly different or serves a markedly different purpose, consider a microsite. It can go a long way in keeping your customers and Google clear on the goals and aims of your brand.