A Guest Post by Dennis Gurock
Gurock Software Co-Founder
We here at Gurock Software recently started a SEO microsite experiment that we believe is very relevant to other MicroISVs. That’s why I would like to share the results of the experiment here on Bob’s blog and explain how it helped us improve our search engine rankings. But let’s recap the experiment for a minute. The idea was to launch a few microsites for certain topics related to our logging and tracing tool SmartInspect. The goal was to provide a useful starting point to developers new to logging tools and to get the sites ranked well for specific keywords (especially keywords we had trouble getting the SmartInspect website to rank well for). One of the questions we wanted to answer with this experiment was how important it is to have the actual keywords in the domain name. To test this, we launched the two microsites .NET logging and Java logging, hoping the keywords in the domain name would boost their search engine rankings.
Promoting the Sites
Before I share the actual results, let me first explain what we did to promote the sites. We needed to get at least a few inbound links to get Google & co. notice and index the new sites. Inbound links with relevant anchor texts are also important to get the sites ranked well. The first source of links came from reactions to our original posting with other blogs linking to our new sites. The next step was to include links to the microsites on some of our other websites, such as our blog and DelphiFeeds.com. We also announced the new sites on relevant forums, newsgroups and community sites, resulting in some additional links with useful anchor texts. We also added the sites to link directories and contacted some webmasters of Java and .NET link lists to include our sites.
We have also improved and extended the content since we launched the sites. We have, for example, split the single page we started with into multiple pages and added new Java logging comparison and .NET logging comparison pages to the site. We have also been adding additional links to tools and articles to both sites from time to time to keep the content fresh and up-to-date. We plan to do this regularly, as search engines love fresh and updated content. The main goal of promoting the sites was to build a few inbound links to get the sites indexed and ranked by search engines, and it worked surprisingly well.
So how did it work out? At the time of writing this posting, both microsites rank (far) better than our main SmartInspect website for many keywords, including important keywords such as .NET logging and Java logging. This is especially surprising considering how many more links the SmartInspect websites has compared to the new microsites (the quality of the links to the SmartInspect website is also a lot better, with links coming from domains such as microsoft.com and other relevant websites). Another thing that surprised us was how quickly the new sites ranked well. Just a week after launching the sites they got to the first page of the Google results for the main keywords. Although the Java site dropped from Google’s search results a few weeks after it launched, it’s back online and is working itself up in the results again. In fact, it’s ranked #4 for Java logging at the moment, ahead of popular logging tools such as log4j. The .NET microsite ranks #1 for .NET logging as of today, 7 ranks better than the SmartInspect site itself which enjoyed years of link building and buzz.
Although we are surprised by the very good rankings that the sites received so quickly, we also believe the new sites deserve good search engine rankings, as the content is useful and relevant to developers interested in the topic.
The traffic has been steadily increasing and because of the promotions and banners that we placed on the microsites, we also receive a good chunk of that traffic on the SmartInspect website. Most of the traffic comes from search engines, but we also get visitors from links and social websites (especially StumbleUpon).
The feedback from site visitors is very positive and we receive suggestions for improvements and additional links to new tools and articles from time to time. We are also able to convert site visitors to SmartInspect customers regularly, but the exact numbers are hard to tell, as SmartInspect sales are difficult to track (the developers who find and try SmartInspect usually do not place the orders directly, their managers or purchasing departments do).
Overall the microsites are a great success for us [full size screenshot of Google ranking ] and are an impressive testament to how important keywords in the domain name really are for Google. We already plan to launch additional microsites for SmartInspect and for our upcoming test management software TestRail.
Dennis Gurock is a director and co-founder at Gurock Software, a company specialized in software quality tools and makers of SmartInspect and test management. Dennis regularly blogs about Gurock’s products, the business of software and software quality on the Gurock Software blog and on NoBugLeftBehind.com. Dennis also twitters.