Member Avatar for Juvie

Today I noticed that a company in my industry has put up sites like , which are disclosed on-site as being "powered by" the original domain. Even though the sites are devoted to the brand name widgets in question, all the links go to the company's domain where those items (and other brands) are actually sold. Is this considered a good SEO strategy? If it's legitimate and works to get good rankings and customers, would you recommend doing something similar?

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This looks exactly like the classic doorway/microsite play that described: separate brand-focused domains that primarily funnel visitors back to the parent site. That approach can give short-term visibility, but pages built mainly to capture search queries and redirect or channel users are explicitly called out in Google’s guidance and are at real risk of algorithmic devaluation or manual actions. (developers.google.com)

When deciding whether a microsite is "legitimate" or a risky doorway, focus on user value first. Ask whether each site has unique, substantive content and functionality (not just a templated product list), whether it is reachable through normal navigation, and whether links are editorial rather than part of a manufactured network. If the primary purpose of the extra domains is to create controlled backlinks or scale tiny, similar pages, that pattern looks like a link-scheme and gets flagged. This is the practical distinction between a real subsidiary site and a network built to game results. (developers.google.com)

If you already own these microsites, three practical options work: 1) add genuine, distinct user-focused content and clear navigation so each site stands on its own; 2) consolidate to the main domain with proper redirects and canonicalization if the separate domains add no real user value; or 3) retire the network and invest the effort into one authoritative property. Use Search Console to watch for manual actions and follow Google's site-move and redirect best practices if you consolidate. (developers.google.com)

In short: do not mirror or try to outgun a doorway network with more doorway pages. Compete by building pages and tools that solve real user problems, earn natural links, and measure ROI. That approach is slower but sustainable; the short-term gains from manufactured microsites often evaporate and can leave a brand worse off.

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Member Avatar for jbinbpt

Interlinking your own sites in general is not a good idea. You will end up with an unnatural circular structure, that may count against you.

Member Avatar for Juvie

I agree. This company appears to have put up these quasi-doorway sites as a larger link-building strategy, however, so they represent a small percentage of their links and probably will never be detected. I guess my bigger question is how can we possibly compete when there are so many sites that use these shifty tactics, and the shiftiness works and isn't penalized? It's kind of depressing.

Member Avatar for AussieWebmaster

forget about them and just concentrate on what you are doing... solid content and good site usability will win out... build links... post on blogs and article sites to promote your brand and site... it works but is not easy... those who try quick methods are always looking for trouble

Member Avatar for Dani

I never spend too much time thinking about what my competition is doing. If you do that, you'll spend all your time trying to figure it out and not actually doing.

Member Avatar for AussieWebmaster

at this stage the web is a battle with yourself... you need to Just Do It and wait for the income to come to you... just don't stop moving forward and income will catch up

Member Avatar for rixius

It's called building a network (of brands or products) and it's a great way to build authority, community, and sales/traffic.

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