One of the more common questions we hear is, “Should we build a microsite for our products or target markets?” The answer is absolutely … maybe. It really depends upon the business drivers behind the question.
If microsites are being considered as a seemingly easy way to generate good rankings, then it’s probably a better idea to incorporate the expanded content and functionality into the main corporate site. As search engines shift more and more algorithm weight to site ‘trust’ and ‘authority’ rankings, the seo-based business case for microsites becomes harder to justify.
If microsites are being considered because the target market would react more favorably to a different brand / layout / level of interactivity than the main corporate site provides, then it’s worth exploring.