Maximizing your visibility on Google is arguably the most critical element of any digital marketing strategy, especially since search engines remain the primary tool for most consumers. Learning to set up a multiple domain SEO approach could be a game-changer for your business.
If you’re new to the concept of a multiple domain strategy, understanding the what, how, and why is essential. While it might seem intimidating at first, mastering this aspect of digital marketing is simpler than you might think. Here’s everything you need to know.
What Is a Multiple Domain SEO Strategy?
A domain is the website address visitors use to access your business online. Sticking to just one domain—purchased or assigned at launch—is known as a single-domain approach, where you have one website and one address. Adding a second or third domain transforms this into a multiple domain strategy.
This can involve registering variations like .com, .net, and .org for your website name to protect your brand and prevent competitors from capitalizing on it. It might also mean buying plural and singular versions of your domain name.
More commonly, though, a multiple domain strategy involves launching separate websites under different domains rather than just pointing multiple domains to a single site. For instance:
- A sports brand might create one site for football, another for tennis, and a third for swimming.
- A car dealership could launch individual websites for each manufacturer they represent.
In both cases, these websites remain part of the same brand, with the goal of ranking high on Google for each one. For example, a search for “used cars” might display one site for Ford and another for BMW, both owned by the same dealership. This approach excels at targeting specific keywords.
Alternatively, secondary sites can function similarly to a Private Blog Network (PBN) by linking back to the main site. Unlike a traditional PBN, however, these supplementary sites have their own purpose and value, which is why you’d want them to rank well independently too. We have a great guide about how to build a private blog network on our domaining guides section of this website, it is a great read if you are looking to create a long lasting PBN.
In essence, a multiple domain strategy boosts your authority by ranking multiple domains for the same keyword or search term. Learn more about domain authority here.
Why Use Multiple Domain SEO?
Businesses adopt multiple domain strategies for various reasons as part of their broader SEO efforts. Here are some key benefits:
- Create distinct brands under one umbrella.
- Drive targeted traffic to the primary site.
- Allow separate divisions to manage their own domains.
- Reach diverse audiences with the backing of the main brand’s authority.
- Isolate individual brands for potential future sales.
- Leverage the success of existing sites to launch new brands.
- Tailor content to different territories or markets.
Unlike riskier tactics like PBNs, which can require some specific steps to never incur Google penalties, a multiple domain approach is sometimes simpler and more sustainable when executed properly. If you are looking to create your own PBN, maybe as part of your own multiple domain strategy, you will need to ensure that it’s linking strategy is on point.
While not ideal for every business, there’s no doubt that a well-implemented multiple domain SEO strategy can deliver significant advantages.
How to Set Up a Multiple Domain Strategy
To implement this, decide whether you’ll create multiple websites (microsites) or redirect several domains to a single site. Here’s how to approach both methods.
Microsites
Building microsites requires launching a new website for each domain, which takes time but offers substantial rewards. Follow these steps:
Launch your main site under the primary domain to sell products.
↓
Launch a secondary site under its own domain to support the main site
(e.g., a lifestyle magazine tied to the brand)
OR
Create secondary sites with unique branding under the same umbrella
(e.g., individual sports under a sports brand).
↓
Optimize both sites with on-page SEO, backlinks, and other tools.
↓
Watch traffic increase over time.
New sites take time to build authority, so results may not be immediate. Still, whether you’re creating multiple brands or using secondary sites to bolster the main one, the process is straightforward. Tools like Ahrefs can help track your progress.
If the potential rewards outweigh the effort, now’s the time to start.
301 Redirects
The simpler alternative is using 301 redirects. Beyond buying all suffixes for your site name (e.g., .org, .info), you can purchase expired domains that already rank for your target keywords. These pass 90–99% of their backlink value to your site. Here’s how:
Launch your primary website and domain as usual.
↓
Purchase additional suffixes (e.g., .org, .info) and pluralized domains.
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Buy expired domains ranking for your keywords and redirect them.
↓
Enjoy increased traffic.
This method avoids the need to build new sites. Software like Domain Hunter Gatherer can help you find valuable expired domains. Combining microsites and 301s might give you the ultimate edge over a single-domain strategy.
Challenges of a Multiple Domain Strategy
While effective, this approach comes with challenges. Being aware of these can prevent costly mistakes:
- New domains take time to gain authority—this isn’t a quick fix.
- Consolidating domains later requires careful migration to avoid SEO loss.
- Costs can add up with registrations, hosting, and maintenance.
- Duplicate content risks harming your SEO if not managed properly.
- Over-dilution could weaken your brand’s focus.
These hurdles don’t rule out the strategy but underscore the need for careful planning. Following the steps above is key to success.
The Final Word
Setting up a multiple domain SEO strategy can yield impressive results for your business, but it requires research to ensure it’s the right fit. If it aligns with your goals, implement it thoughtfully to boost your Google rankings and diversify your brand.
With the right approach, your online presence—and opportunities—will soar.
Use a dedicated Expired Domain Hunting tool such as the one in Domain Hunter Gatherer Pro to find the best domains to start your own multiple domain strategy and start improving your visibility in Google today.