In my practice, there was a case when the company I was working for decided to create a new site, but did not intend to give up the previous one in the near future. The main reason is that regular customers were used to their online store ordering products from it for several years, and they didn’t want to lose such customers because of the new unusual interface (there were also many retired people among the loyal customers). The old site, although it had outdated functionality, was SELLING, that is, it was fulfilling its main task. In addition, from the sales point of view, it is always better to have more than one site in the search results (the more the better), and therefore the task for me was to get two sites in the SERP for the same queries.
Does it make sense for one company to have several sites?
Definitely yes! Regarding search, any company should aim to take up the entire top 10 along with contextual advertising blocks. Thus, you monopolize the Top 10 search engine. Of course, this is almost unreal (who knows, though…), but this is what we should strive for. Remember that the more lines you have in the search engine results, the less your competitors have!
The task of bringing 2 company’s sites to the SERP top was completed, and now I will tell you how we achieved this:
- Domain registration
The domains should be registered from different accounts to different legal entities. If your sites belong to different legal entities, it is easy to do, since affiliation can only be applied to sites of the same company.
Does registration for one legal entity affect the promotion of several sites (domains)? Definitely yes! If you want all your sites to be in the Top for the same queries, the domains should be registered using different details.
Hostings should also differ, registered to different legal entities.
The content must be as unique as as possible. Ideally, even prices and product names should be different.
- Call center and contact details
The two sites must have different contact information: phone numbers, addresses. Calls should be answered by different people, each site should have its own unique greeting.
- Yandex and Google webmaster tools
The sites should be registered in different Yandex and Google accounts.
- Yandex and Google maps
Both site addresses on maps should be also different. Do not forget that Yandex specialists COME to the office and points of sale in to check the accuracy of the data indicated on their maps. They should not be confused or hesitated by anything, be ready for the visit, give instructions to the employees!
- Contact details
The sites should have different company details – different names of legal entities, different TINs and other details. This is the most important thing. Since if the sites belong to two different companies, then they cannot be considered affiliates.
- Cross references
In no case should sites that belong to the same company refer to each other, if they want to be in the SERP for the same queries!
Following these rules, I managed to promote two sites of the same company for the same requests, which means that you will succeed too. This works for both SEO and Yandex Direct. So, if you follow my recommendations, you will be able to take at least FOUR (!) lines in the search results, removing THREE competitors from it. And this means something!
Good luck in promotion!