Urls branding/consolidate

[izzyjasmine]

I can use some help : Today, we manage 200+ different domain names for our clients, mostly for Non-Branded B2C advertising funnels. Our clients, and these landing pages, cover a variety of industries in a variety of geographies. Today, some of our clients with a similar product or offering may share the same URL. Even so, we think there could be a better way.

Our objective is to consolidate the number of URLs we operate. In order to do this, we are considering developing and managing a portfolio of brands to replace our current domains.

eg : I have for client A : 20 urls/landing pages

'Which rationalisation would you recommend to organize these URLs into the new brands? and how to proceed

[Webwork]

I have doubts about this being a question for which there is an answer rooted in domain names.

Instead it appears to be a question that delves into issues of marketing strategy and/or SEO and/or digital asset management (sites / servers / hosting / etc) and/or "sales or selling" - as in "selling your solution" - or perhaps better said - "selling your business model" . . OR "crowdsourcing the redesign or new design" of a failed or failing business model.

Why not simply run a few tests of the idea(s) that you already have in mind?

FWIW, it's often been said that it's better to have 1 deeply developed website than 100 paper thin sites. The latter idea (100 sites) MIGHT work IF those 100 sites or URLs were on major type-in traffic domains, but odds are that isn't the case.

If you're going the paper thin route then it's likely you are buying traffic to those non-ranking / no organic traffic (worth mentioning) sites. . instead of those sites bringing in organic traffic. IF those URLs target competitive keywords then it's likely you will find yourself buying junk traffic (cheap / low cost/PPC traffic that doesn't convert) OR you are paying market rates to deliver traffic to pages that aren't converting at a profitable rate . . possibly "not converting" due to the ineffectiveness of the pages / sites themselves.

In any event, this really doesn't strike me as a domain question . . but others are free to disagree or chime in.

[RedBar]

To be honest your post is not clear, for instance:

eg : I have for client A : 20 urls/landing pages

You mean URLs and not separate domain?

If URLs what is wrong with the 20 landing pages? Are they all the same product?

we are considering developing and managing a portfolio of brands to replace our current domains.

You are considering replacing how many with how few? 200 to say 20?

What is wrong with using some of those names for your branding purposes?

I have been down the route of hundreds of domains, 4-500 at one point IIRC, and I'm now down to 50 and will probably release another 15 this year.

At one time, up until about 8-10 years ago you could have many sites and funnel them, it's almost pointless these days, in fact for me, even 301'ing exact match domains drives very little traffic, I lie, it drives none!

These days your efforts are better spent on creating one super site ensuring all your SEO work is well done, unique text, unique images and no blackhat stuff.

By all means 301 your existing domains at the new one(s) but choose your new name carefully and develop your template with view to big upgrades as you add in all those existing domains to the master site.

Doing it this way will also rank brand new pages rank much faster and rank better.