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Microsites are typically used in web design to add a specialized group of information either editorial or commercial. Such sites may be linked in to a main site or not or taken completely off a site's server when the site is used for a temporary purpose. The main distinction of a microsite versus its parent site is its purpose and specific cohesiveness as compared to the microsite's broader overall parent website.
Microsites used for editorial purposes may be a page or group of pages that, for example, might contain information about a holiday, an event or similar item which gives more detailed information than a site's general content area may provide. A community organization may have its main site with all of the organization's basic information, but creates a separate, temporary microsite to inform about a particular activity, event or similar.
Often, microsites will be used for editorial purposes by a commercial business to add editorial value. For example, a retailer of party goods may create a microsite with editorial content about the history of Halloween or some other holiday or event. The commercial purpose of such editorial microsites, (beyond driving product sales), may include adding value to the site's visitors for branding purposes as well as providing editorial content and keywords allowing for greater chances of search engineinclusion. Normally, microsites do not contain web applications.
Microsites may be used for purely commercial purposes to create in-depth information about a particular product, service or as editorial support towards a specific product, such as describing a new technology. A car manufacturer, for example, may present a new hybrid vehicle and support the sales presentation with a microsite specific to explaining hybrid technology.
With the prevalence of keyword contextual advertising, (more commonly referred to as Pay per click or PPC), microsites may be created specifically to carry such contextual advertising. Or along a similar tactic, they're created in order to specifically carry topic-specific, keyword-rich content with the goal of having search engines rank them highly when search engine users seek such content topics.
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Geo targeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria. A common usage of geo targeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu restricting content to those geolocated in specific countries (also known as digital rights management). Use of proxy servers and virtual private networks may give a false location.
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Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.[jargon] In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
The plural of the abbreviation SEO can also refer to "search engine optimizers," those who provide SEO services.
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