Having traditional brands can limit the amount of information available on multiple products that are marketed to consumer groups. Expanding a company to include multiple product websites can increase the relevance of searches and improve the visibility of each product and the parent company. Conversion rates are improved since each product website can focus on the information that is most desired by the particular demographic that purchases the item. This method can even optimize multiple products within the same industry because it is common for consumers to desire a particular item without wanting to be overwhelmed by various related goods.
Traditional marketing requires a business to focus on defining one product line as a brand and attaching any subsequent products to the original brand name. This technique limited the demographics that a business could reach since the original branding would be specific to include only a certain amount of products and people. For instance, if a clothing line was developed, the brand name would only be relevant to the original demographic and only apply to complementary goods in the fashion industry. If a new product line falls outside the foregoing, it would risk overextending the brand name and losing the appeal to its consumer groups. Multiple brand names allow a company to encompass the various products and services that are offered in different industries. These product lines can specialize in demographics, which would cause problems with the company expanding its domain.
Companies like Proctor & Gamble are parent companies that produce multiple products ranging over various industries. In traditional methods, a single product will have extensive marketing to promote its function in a singular way. Pringles is a product line that is under Proctor & Gamble covering an assortment of different potato chip flavors and packaging sizes. The main website for Pringles is oriented to consumers who enjoy this product and want to learn more information relevant to this brand. Since this site will link to Proctor & Gamble’s main website, the relevance for both the parent company and the brand line will increase on organic search results. This structure improves the conversion rates for multiple products since each brand offered will have a focus on the products that consumers want.
The conversion rate for a company with multiple product lines on a single website is lower than that of a company with separate websites for each brand. In most cases, the search functions available on a convoluted website will lead to shorter product descriptions in an attempt to show as many relevant results as possible. Organic search results will only display a few products from a particular producer since the relevance will be lower due to the various items throughout the site. For instance, if a website carries multiple items throughout healthcare industries, a specific search for a single product in dentistry will yield a low relevance and will likely have a lower significance than websites focusing on that specific item.
Glaxo, Smith & Kline, or GSK, produces healthcare-related products and pharmaceuticals that create difficult site mapping for the main website. To combat this problem, GSK created hundreds of individually designed websites for each of their products to allow consumers to get as much information as required on each product line. This improved the consumer’s ability to find these products in organic searches without overloading the main website server. Each site is filled with only relevant information that users can easily navigate to gain knowledge of the most common uses for the product and important facts to encourage use. Since each site is considered legitimate by search engines, the relevance for the site can boost its parent company and any closely related products without extensive SEO campaigns to artificially improve the relevance.
Organic searches are determined by the algorithms used by search engine providers to verify the legitimacy of a site and establish the amount of deep content present. Since a website devoted to a particular product will not have any unrelated advertisements or banner ads, the relevance of the site is improved by having a rich amount of content that is oriented to informing the user. Search engines will also attribute any links throughout the Internet that refer users to the product’s website, which improves the rankings of organic searches for the product’s website and the parent company’s website.
Companies with multiple brands can improve their relevance and have higher conversion rates than those of a single address website. Since consumers can receive highly focused information from the website of a particular brand, they are more likely to link to the website to notify others of the product in question than the parent company’s website. This allows companies to use focused conversion methods since each product will appeal to targeted demographics. Rankings through organic searches are improved with multiple websites that link to a parent website because each product line can display information relevant to users.
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