Why Microsites Aren't a Preponderance To a Local SEO Expert!

Having a local SEO expert does your business on the go. They will give you tips on proper SEO implementation and know the pros and cons of its rudiments.

A few business owners think that an excellent way to rank in several cities in the local search is to have many websites. It's not a winning strategy!

They are building microsites – by which I mean a group of small, usually almost identical sites with corresponding names like:

         PlumbingCompanySomerville.com
         PlumbingCompanyWatertown.com
         PlumbingCompanyCambridge.com
         PlumbingCompanyMalden.com
         PlumbingCompanyLynn.com
         PlumbingCompanyRevere.com
         PlumbingCompanyCharlestown.com
         PlumbingCompanyWinthrop.com
          PlumbingCompanyChelsea.com
         PlumbingCompanyRevere.com
 
Building microsites are tempting with these scenarios:

Scenario 1.  They have a single-location business that serves customers in a broad scope or area – like within a 50-mile radius. They probably know that they cannot get visible in Google Places across that much terrain. As a result, they want to fetch organic rankings in all those nearby towns.
 
Scenario 2.  They have many locations – using addresses that Google acknowledges as legitimate – and want every Google Places page to direct to a website with the city in the domain name.
Microsites aren't a good tactic or method to do in both scenarios. It's not even a click in eCommerce. 

Pros and Cons using these micro websites for local SEO:
 
Pros:

• You can put together the same city name into every groveling little crevice of the site, including the domain name.
  

Cons:
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• You're spreading your content sparingly. If you have eight sites and bust your hump to yield significant info, either way, you kinda-sorta help eight areas, or you might give them all mediocre content, or one site profits all. Building good sites is caught between Scylla and Charybdis, hard to do. The struggle seems to be unending!
• It's a challenge that's similar to any links you gain. (Not that you can make a multitude of sites with identical or similar link profiles unless they're trash links.) You'll have many sites with mediocre or shallow link profiles rather than one firm or robust lineup.
• Even if all your sites have an equally good enhancement from the content and links, you can't help but think how much a site (or even a couple or more) could have benefited.
• If you only have a single location, it's challenging to figure out which site – if any – should have gotten a crack at Google Places.  
• If you only have a single location, you can put your address info – an essential ranking factor – in one of the sites.
• If you have many locations, there is no good reason you can't just have location-specific landing pages.
• To overdo the interlinking between your sites is easy. You might succumb to add or to add one more keyword-rich link from one keyword-rich URL to another. Indeed, a bad idea! 
• It entails higher costs: If you have hosting, more domain names, and development expenses. That's making you more likely to skimp on vital investments – like helping with local SEO, which you may need badly.
• It's more challenging to handle all these sites. If you make an error or a mistake, you'll end up fixing it 8 or 9 or 10 times or even more. Most of the time, the pain has a reason, has a purpose. Then there are those times you step on a Lego.