Search Marketing Architecture
Best Practices
After more than two decades of constant prodding for “best practices” compliance, today’s Google spider wants to index a constantly evolving, regionally optimized website packed with well-written, well-organized, highly-focused, non-duplicated or plagiarized original content, complemented by conversion focused inbound marketing activity all screaming “active participation” in the system.
SBU vs SBU
Because websites and composite supporting search marketing components compete head-to-head (one-on-one or SBU vs SBU) as a single unit against competitor composites for geographical market-specific dominance (as punctuated by Google’s one analytic code assignment per domain rule), the optimal architecture for maximum SEO attack/defense versatility begins with a top-level domain (i.e. www.mycitytopkeyword.com). This is what makes measurement of counter strategy possible for ranking gains by direct regional competitors.
“Best Practices” SBU Search Marketing (SEO/SEM) Architecture
Utilize highest traffic regional keyword in domain name and use same top 25 keywords in “About Us” descriptions of each related component — all registered under a master SBU gmail owned/controlled by organization.
SBU websites targeting different local markets cannot compete against stand-alone competitor sites as a subdirectory of a parent website (www.companywebsite.com/locations/mycity). Being an independent, stand-alone site (with reciprocal links to/from the parent site) also means an SBU domain name cannot be registered (www.citycompanywebsite.com) then used simply as a redirect to that same subdirectory location under the parent site.
SBU websites targeting different local markets cannot compete against stand-alone competitor sites as a subdirectory of a parent website (www.companywebsite.com/locations/mycity). Being an independent, stand-alone site (with reciprocal links to/from the parent site) also means an SBU domain name cannot be registered (www.citycompanywebsite.com) then used simply as a redirect to that same subdirectory location under the parent site.