Marketers should exploit benefits of microsites

Marketers would do well to take advantage of the benefits of microsites for search engine marketing, an industry expert has recommended.

According to Kevin Lee, microsites can be useful online resources and can form an effective part of a promotional strategy because they take away unnecessary navigation because of their specific nature.

Writing on the ClickZ Network, Mr Lee pointed out that links such as ‘about us’, ‘press’ and ‘employment/jobs’ can be removed as they are the result of very specific searches.

He also said that such links can be customised to provide search landing pages that meet the specific needs of a searcher.

“Right now, with the economic climate increasingly uncertain, you can use all the conversion leverage and sales volume you can get,” Mr Lee said.

He added: “There’s no better time to marshal your resources and use a microsite to pump up your conversion rates.”