joined:Jan 20, 2003
I think the scenario is best to explain with an example/illustration. I'll pick a generic sample industry because it's an easy one to come up with an example.
15 year old small-town "photography" web site with some reasonable SEO on it that is: FirstnameLastname.com. While the site provides about 5 different types of "photography" services (let's say weddings, families, seniors, babies, architectural, and products - typical broad services for a small-town "do it all shop"), let's say the primary service has been "weddings".
Now, they are going to start focusing on "architectural" but currently doesn't want to give up yet on "weddings". While the two services are somewhat related, they don't feel it will be professional to have a "split welcome page" on the existing site to funnel clients two different ways and they want a site that is pretty much 100% focused on "architectural" service.
So, they are wrestling with whether to rebrand the existing FirstnameLastname.com web site to prioritize "architectural photography" (and move "weddings" to a small/secondary drop-down menu option) or start over with an EMD (exact match domain) plus one keyword domain - for example: BestArchitecturalPhotography.com (again, this is just an example).
Because they don't want to let go of the "wedding" emphasis on their current site, I'm inclined to recommend:
- Redesign the current web site so that it is 100% focused on "weddings" vs. the current multi-emphasis
- Secure best EMD possible for the "architectural" photography and build a new site with quality content focused on that service
Even though it will involve a brand new domain, I believe that the EMD and quality content will help it rank.