SEO - Use pages on main site or set up outside keyword rich domains and websites

[RickyShockley]

I have a client who is wanting to target searches for competitors products. His idea was to purchase domains related to the searches he's targeting (for example, people looking for another company's app) and to build out one page websites addressing the search query and why a customer would choose his app solution over a competitor.

I know he'd have to build a handful of links to each site for any chance of success but I wanted to ask the following..

1. Would doing this be better than just building pages addressing the searches on his main website domain?

2. Is there an SEO risk to doing this? Potential for a penalty? Anything we need to do to structure these in a way that won't violate Google's SEO guidelines?

3. Any other thoughts on pros and cons of each strategy?

Thank you!

Ricky

[davebuts]

Hi Ricky,

Rand did a great Whiteboard Friday on 'How to Optimize for Competitors' Branded Keywords' in February this year that I think you'll find helpful

Both options you suggested could be successful.

I think it really comes down to two things:

1. How much your client is willing to spend.
2. If they want their company site openly targeting competitor terms.

If they have no issue with openly targeting competitor brand names, I'd say do it on the current site. This will also be the cheaper option.

If they want it to appear as an anonymous product comparison, obviously, you will have to build a separate site - which will require more budget.

You don't need to worry about a Google penalty with either of these options.

Cheers,

David