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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Not all IBLs are created equal

Answered => “Geo-Domain Centralization – Helps or Hurts a Long-Term Campaign?” on Quora.

=> My answer…

Ian Lurie is spot on. Let me see where I can add some value.

1. Perhaps it’s just me but in a personalize SERPs world PR isn’t really a reliable measurement. My point is, you could be worshiping a false god at this point.

2. Re: Panda and Penguin. The situation you describe certainly would seem to be susceptible to either one of these. I would assume the worst is coming and prepare for it.

3. Keep in mind, not all IBLs are equal. Perhaps only 10% of the 50% are weighted heavy enough to actually be helping you. My point? Don’t obsess over raw IBLs. Drill down a bit.

4. “Having these domains is obviously not scalable from a social media or video SEO perspective, and we all know that in the long-term brand rules and domaining drools.” I would spend a moment a rethink this assumption. Given the tools for auto SM updates, etc. perhaps there’s a way to automate (to some extent) how you’d interface with these other channels. I to tend to agree with you but perhaps there’s a way if there’s enough will (and benefit to be reaped).

5. Along the same lines (and I apologize if this seems slightly off topic) perhaps a better CMS would help you out? For example, ExpressionEngine has a module called Multi Site Manager (MSM). MSM lets you manage multiple sites, including sharing content, from a single centralize back-end DB. What I’m saying is, that given a different CMS, perhaps it would open up possibilities with content / SEO.

6. Instead of just moving the least valuable city for starters, I’d pick three. Low, medium and high – and ideally two of each. Just one site migrated does not a trend make. Agreed, ease into it but at some point you’ll have to throw some caution into the wind.

7. Finally, it is what it is. No one knows what tomorrow – or Google – is going to bring. Any enhancement should be customer-centric. Ultimately, that is who / what Google is trying to parrot. If you think your market is headed West, then head West. If you’re delivering value to visitors then Google will follow. I understand that might be stating the obvious, but I’ve been in situations where the opposite was considered best. That is, Google thumped customers. The reality is, that reactive position is not a good one to fall into.

Good luck. Keep us posted on your progress, please.

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