Over the last couple years I have realized that it is far easier to rank better on search engines with a more focused, niched-based website than a website with many different products, services or types of information on it. For example, it was far easier for us to get ChamplainCoffee.com to rank well for low acid coffee than it was to get JLRyan.com to rank well for the Chillow.
This is because the coffee website is mostly about low acid coffee whereas with JLRyan.com, it has over 400 different products making one individual product not seem very significant. Therefore, we rely more on paid search or pay-per-click advertising for most of the traffic on JLRyan.com.
One of our top selling products on JLRyan.com is the Pop Up Room. While pay-per-click adverising is an excellent way to drive instant traffic to your website that is extremely targeted and you pay for exactly what you want, it still can get very costly for your top terms. I highly recommend pay-per-click advertising as a starting point for any website marketing campaign.
We decided it would be a good idea to spin off this product into it’s very own website which would be completely devoted to the product. This should significantly improve the ranking on the search engines for any term related to the Pop Up Room and therefore reduce our advertising costs, increase sales and profits.
We will use the data from our pay-per-click campaigns to determine which terms are the best for use when determining the domain name for the new website as well as for seach engine optimization of the new website. This is a highly valuable bonus of pay-per-click advertising.
I will continue to blog about the progress of this new project here. Stay tuned!