There was a time when web 2.0 properties were a real goldmine for SEO. They were used by internet marketers and SEO experts for developing a solid network of support websites meant to secure a steady supply of links for the main websites, also known as “the money sites”. This practice is long gone now, as Google has changed the rules of the SEO game. Nonetheless, web 2.0 properties (such as blog on WordPress and gravatar) can still be a valuable asset, as they can support your digital marketing strategy, helping you to reach your goals sooner rather than later.
The first thing to know is that web 2.0 properties have the great advantage of being developed on web domains that already have a huge authority. As Domain Authority is one of the most important measures in the online environment, it comes without saying that these websites have an excellent potential to gain a great visibility in search engines. However, you have to be aware that you can’t publish shallow content and hope for it to become viral. You need to take time and build all these properties as useful resources. The more their can help the target readers, the better their evolution can be. You can use them to promote your core messages, your mission and your most important values across multiple channels.
If your main business is an online store, you can use these secondary websites to narrow down your inventory to specific niches that have their well-defined target. For instance, you can use these properties to create product demos, as well as other useful information that could help potential customers gain a better understanding of the benefits your products can offer them. Young people prefer video content, as they can consume it wherever they may be, during their commutes or while they travel. Older women are addicted to blogs and social media, as here they can find like-minded people to get in touch with. Each type of property has a specific audience. Smart marketers can use this insight to their advantage, and create multiple web apps to bring these people closer together. Creating and maintaining communities is a major challenge. At the same time, it is a huge reward, as these communities of fans and followers are excellent generators of high quality leads for every business.
Since all these channels have their specific audience demographics, you have better chances to reach out to these people than by putting all your marketing efforts into your main website. If you use all these opportunities properly, you can create your own virtual kingdom, a realm designed to cater to the people in your core target group, helping them fulfill their needs and determining them to spread the word about your company and your products or services.
All these being said, you should consider making web 2.0 properties (don’t forget to create googledocs for your site too) a part of your internet marketing strategy. The benefits of using them to promote your company outweigh by far the efforts required to develop and maintain them.