So you’ve tried endlessly tweaking your AdWords, starting a blog and even begun Twittering this year, and you’re still on the second or worse page of Google results for the keywords that matter most. How are you going to change this for 2010? Consider creating and maintaining a microsite.
A microsite (at least for the length of this post) isn’t a brochure-like static page about your product, or a shady way to generate inbound links. In fact, it only just touches your product and does everyone in your market a valuable service. A microsite is a way to monetize for reputation/attention a chunk of all that expertise you’ve built up, in the same way your software monetizes that expertise for money.
How would you like to be able to say this?
“Just a week after launching the sites they got to the first page of Google results for the main keywords… the .NET microsite ranks #1 for .NET logging as of today“.
That’s Dennis Gurock of Gurock Software explaining in this post just what results he got by creating 2 microsites. Here’s Dennis’ .NET Logging site:
It’s simple, useful to the people who could be interested in his software, informative rather than marketing. In fact, it only lightly mentions his product SmartInspect. What’s more, it’s not aimed at experts, it’s aimed at the much larger number of non-experts, beginners, newbies out there who’ll appreciate a “take them by the hand and show them the ropes” approach to this developer topic. And by definition, newbies always outnumber experts in whatever problem domain your product or service addresses.
Here’s some of the finer points of building a successful microsite, reverse-engineered from .NET Logging:
If you want a checklist to work from as you build your microsite, here’s one you can have for free that I created for my startup. If you want to amend it, just get a free Checkvist account and copy it to your account.
Finally, I asked Dennis now that it’s over six months, Has it been worth the effort?
“Yes, definitely. It actually took us only 1-2 days to create both our microsites, but we have been benefiting from the sites ever since (mainly due to great search engine rankings and from people linking to the sites). We have been receiving a steady amount of visitors that click through the microsites to our main product site”.