I have a potential customer who is interested in producing a series of microsites to promote a different side to his business and drive people to one main ecommerce site.
For example, if he sells five main product ranges on his main ecommerce site he is wanting to have five microsites unique to each of these products. These would all be intended to rank highly in Google for keywords unique to that product and drive traffic to the main store.
I'm not convinced about this myself. I don't see how a microsite will rank highly enough against larger equally optimised competitors to make the exercise worthwhile. I can't help but think that his money would be better off being spent elsewhere.
Having said that, I haven't carried out a project with this brief before so I would be interested in anyone's thoughts on it.
is not via microsites, it's done by having as many inbound links as possible on appropriate third-party sites, and by ensuring that the home site's content is updated at frequent intervals. Internet users aren't going to be fooled by what would be a transparent and rather blunt-instrument approach to marketing.