Scaling your eCommerce business requires a lot of effort, but it works. When you look at different brands getting into other product categories, you must stay niche, yet you can only target so many keyword universes on your website. This conversation keeps happening where the team asks, “Why don’t we build a series of microsites that then feed one large site?”
Microsites For Your eCommerce Brand
Talk about this structure.
Microsites are a great strategy if you’re stuck and you’re trying to hit that eight-figure mark. You have the resources; reinvest them into building these niche websites. These are specific to a category of product that you sell.
Let’s say you have 10,000 SKUs on your site, with roughly 2000 SKUs per category. 2000 SKUs is enough to have its microsite. That’s enough content and product for this strategy.
What is the benefit?
By only targeting this one category of product, your relevance and visibility for those products will be sky high in a short period. You’re not diluting your authority or keyword visibility on all of these other categories and products that your site carries.
By doing this, you’re essentially labeling yourself as a specialist for a specific topic or category of product. Specializing has been very beneficial because of the amount of time it takes you to get to the top of page one for these microsites. It’s a lot faster than trying to build a giant.
From an organic visibility standpoint, it’s easier to rank for these specific terms if you focus on that niche. Consider if you’re just selling automobile parts or car parts or motorcycle parts versus maybe you specialize in just one brand of car.
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Maybe you specialize in just F150 truck parts. If you do F150truckparts.com and if you put resources onto that, then you reach $1 million a lot faster than you would on your site. The reason is that they will be lost in your area with 30,000 SKUs.
Challenges With Building Online Store microsites
The only challenge is in the backend. Because you’re managing multiple products and inventories through various microsites, you have to have the right platform and integration to avoid issues.
How does one make that possible?
You need one centralized inventory management system that will then be able to communicate to every one of the microsites and the parent site to track inventory and update inventory properly. Once this is done, you can integrate them with fulfillment. Then you know which products are getting shipped from the warehouse and where that order is coming in.
Developers must implement centralized inventory management on the backend for this to work correctly. If you’re already an eCommerce business earning seven figures and trying to hit that eight-figure mark, you have the resources to do it. Optimum7 recommends investing in a strategy like this if you’re trying to hit that benchmark.
With the business, wealth, or finance side, you could build these as separate entities. If you have five microsites doing a million each and each one of them is earning $300,000 in net profit, you’re sitting on more wealth and opportunities. They are bringing in millions of dollars.
If you feel like one side is a competitor, you can approach that competitor. They will probably come to you, and you can offload that one for three to five times, sometimes eight. Do EBITDA for the right niche and the right buyer. It just becomes a different type of process and a different type of business wealth.
If you look at businesses like Amazon, Amazon bought Whole Foods and Blink. They develop Alexa. It’s a similar strategy, but at a lower level. You can do the same on a smaller scale.
Contact the Optimum7 team If you have more questions about this microsite strategy. Few people do it at a high level. The marketers can help you get started.