CVS and Macy's are great examples of companies using these unique domains to gain traction in their search results. macy's job site in search results 6. Other microsite options Creating a separate job/career domain isn't the only option companies have for creating unique microsites on their own domains (although it's the most common). We've helped our clients create dedicated websites for scholarships, charitable arms and foundations, photography, specific products and more. The key to the success of this strategy is that there must be a need or interest for the microsite. Simply creating "stuff" to populate search results no longer works;
the microsite you create should be logical and useful. You can see this strategy being leveraged (intentionally or unintentionally) in Chevron's search results. They actually have three microsites on the front page for their brand name. The different jewelry photo editing service sites make logical sense because they are very different industries, so the strategy makes sense from a business perspective and it pays off in keeping negative content about Chevron off the front page. chevron microsites in Google search results Final Thoughts Here are some of our favorite sites and types of content to work with to improve your brand's search results.
Other sites, like Wikipedia, will rank highly but open you up to a whole new kind of risk. For this reason, we prefer options like the ones above, where you retain most of the control and the likelihood of content going negative is quite low. By using these types of content, along with strong interlinking and backlinking strategies, you can build that wall of protection that will help prevent negative content from surfacing. The opinions expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here.