Digital Website Strategies for Professional Speakers utilizing TWO Domains
For the competitive field of professional speakers, you need every advantage you can to stand out and get noticed in your targeted field of expertise. To do this, it is imperative you have an online presence where people can find you. Better yet, have multiple places where people can easily search for you and find you online. If they can’t find you, they can’t book you!
Outgoing (or outbound) links from your site that link to another site with supporting information, and incoming (or inbound) links from other sites that link to your site can be a successful strategy for getting your pages to rank higher in Google. This means you are more easily found online by those who are searching for the very service you provide.
How do Inbound and Outbound links help your site’s SEO and Google Page Ranking?
The whole purpose and existence of Google (and other search engines) is to provide the best results possible for every search conducted by a user. The expectations the user has when conducting a search is that the information presented in the search results are directly relevant, informative, applicable, clear, instantly available (quick load time for the page) in abundance (more than 350 words), and spam free.
So how do search engines categorize, rank, and present webpages to meet those expectations of the user? They have algorithms (back end digital ‘robots’) that evaluate the site based on predetermined criteria. Links – inbound and outbound – are one of the major elements that sites are evaluated by, and here’s why:
- When another site links to your page (an outbound link for them, an inbound link for you), that is like a third-party referral saying, “Hey, that’s good content, and I want my website visitors to benefit from that information.”
- When you research online content and find a good, relevant resource that you want to share on your website by means of an outbound link (using keywords in the link text to redirect them to a third-party website) on your page, that is an indication to search engines that you have relevant content and supporting content in relation to the user’s keywords entered into the search engine, and they will rank your page higher than pages without outbound links.
- When your anchor text (the actual text that is used as the hyperlink), along with other headers and non-linked content on your page contains multiple non-spamy instances of keywords the user is searching for, that is an indication to the search engine that your webpage is highly relevant. The more instances of organic, relevant content provided, the higher search engines will rank that page in the results.
- When you have a high ranking website page (like a popular or viral blog post about a trending topic, or a highly searched how-to topic), it helps your website rank higher as a whole for other related topics.
- When any page of your website comes up in a search result, or a link to your site is presented on another third-party webpage, any clicks that take the user to your site is considered direct, organic traffic. The more direct, organic traffic you have, the higher you rank in the search results.
- When you upload a video to YouTube that you embed on your website (this is also considered an outbound link), and title that video using keywords that are used in online searches, search engines will rank your page much higher in the search results than a page with similar content that doesn’t have a related video.
How to use TWO Websites / Domains to Jump-start your Successful Linking Strategy
A two-website strategy works really well for speakers because of the nature of a speaker’s life. A speaker is rarely ever only a speaker. They are also an author, a trainer, a coach, a consultant, all the above, or a variety of other professions. This puts them in two categories where the division of business is easily done.
My two-website strategy consists of my speaking website – YourInspirationalSpeaker.com, and then my consumer website – Soar2Success.com. My speaking website is focused on the event coordinator, corporate planner, and those searching for and booking speakers. My consumer website is focused on everyone else who could benefit from my resources, books, articles, one-on-one strategy sessions, publishing services, and more. This is the resource that best supports those who connect with me through speaking events such as audience members, online connections, potential authors, and more.
Between both of my websites, I have pages, blog posts, inbound and outbound links, downloadable content, videos, and more that are relevant to both sites. Although some similar information can be found on both sites (for example, the “About Elizabeth McCormick” page on both sites contains similar (not identical) information, it is important that exact duplicate content is avoided at all cost. Search engines will devalue a site that contains duplicate content (an exact replica word-for-word of other pages found online).
Examples of links between the dedicated speaking website and the consumer website:
- On my consumer website, I have a main menu item, and subtitles labeled speaking. When clicked, they direct users to my speaking website.
- For each site, articles on the blog that are relevant or mention speaking examples have links that direct the user to the appropriate content on the speaking site. Likewise, for the speaking site, when there’s information related to strategy sessions, publishing, authors & books published, and books for sale, those links direct people to the consumer site.
- If people find me on my consumer site, I remind them in the sidebars and footers of my speaking services with appropriate links. For the speaking site, if consumers find me there, they can find links related to other services that will direct them to the consumer site.
If you currently have only one website, take a good look at it and see how you might be able to divide it into two categories with each one having a specific focus for a particular end user (for example, a consumer site where people buy from you, and a producer site where people hire you). Doing so can also help with having a clear message and goal of what you want that site to accomplish. Clarity always produces much better results.
If you would like help in streamlining your website(s), consider a one-on-one strategy session where we can dive deep into the layout, content, purpose, branding, and results of your online presence. We can even discuss video content, social media strategies, and more. Just a little bit of streamlining, effort, and investment can have you soaring to success on a whole new level!