The Art of SEO, 2nd Edition

Leveraging Business Assets for SEO

Chances are your company/organization has a lot of valuable commodities beyond the website that can be put to good use to improve the quality and quantity of traffic you receive through search engine optimization efforts. We discuss some of these things in the subsections that follow.

Other Domains You Own/Control

If you have multiple domains, the major items to think about are:

• Can you 301-redirect some of those domains back to your main domain or to a subfolder on the site for additional benefit?

• Do you own exact keyword match domain names that would make for effective microsites?

• If you’re maintaining those domains as separate sites, are you linking between them intelligently?

If any of those avenues produce valuable strategies, pursue them—remember that it is often far easier to optimize what you’re already doing than to develop entirely new strategies, content, and processes. Particularly on the link-building side, this is some of the lowest-hanging fruit around.

Partnerships On and Off the Web

Partnerships can be leveraged in similar ways, particularly on the link-building front. If you have business partners that you supply or otherwise work with—or from whom you receive service—chances are good that you can implement link strategies between their sites and yours. Although reciprocal linking carries a bit of a bad reputation, there is nothing wrong with building a “partners,” “clients,” “suppliers,” or “recommended” list on your site, or with requesting ...