What is SEO growth by acquisition?
Acquisition SEO has been around for a long time. If done inappropriately, which is most of the time, I would consider it black hat SEO. If done appropriately, with the user in mind, I would consider it white-hat and it can be a great way to increase your website’s authority, rankings, and traffic. This post is a live example of using acquisitions to grow your organic traffic and improve your SEO. I haven’t seen many SEO agencies actually write about this, even though I know that they use it for their own websites and even their client’s websites at times. This is exactly why I wanted to take a few minutes to share this strategy with you because, at Searchbloom, we believe in 100% transparency with our partners. Let’s dive in!
Here are some examples of when this strategy can be leveraged
- Your business acquires another and the two merge together into one brand
- Your business acquires another and they partially merge together into one brand
- Your business acquires a domain or website in the same industry as yours *and they have inbound links/have organic traffic
Here are some examples of when this strategy should not be leveraged (black hat)
- You buy a website that has a high domain authority but is not relevant to your business website
- Your Off-Page Optimization SEO strategy exclusively or primarily uses this method (tread lightly)
Live Example of SEO growth by acquisition
This post is an actual example of Searchbloom.com acquiring a website that has organic traffic, inbound links, content and is in our industry. If I can find the time, I’ll update these metrics as things are indexed in ahrefs so that you can personally see how this can be an ethical way to acquire organic traffic and authority. Here’s a current snapshot of ahrefs metrics overview for searchbloom.com taken at the time of publishing this post. Because I’ll be linking to our individual service pages in this post, I’ll also take a snapshot of those as well.
Searchbloom.com – As you can see, decent metrics across the board but nothing spectacular.
Local SEO Services – Again, nothing spectacular but as you can imagine this is a pretty competitive industry to rank in 😉
National SEO Services – While this page doesn’t rank for a bunch of keywords or get a lot of organic traffic, it actually generates great leads for us 🙂
Ecommerce SEO Services – This page is relatively new, but we’re getting closer and closer to ranking on the first page for our target keywords.
PPC Management Services – This page is on the cusp of ranking on the first page of Google for a lot of keywords but we’re not quite there yet notice the organic traffic metric 🙁
Now, an important part of leveraging website/domain acquisitions as a part of your off-page SEO strategy is that it’s critically important to internally link to your target pages so that you can pass the equity from the merging domain/URL to the new URL. Don’t just do a domain to domain redirect or a domain to URL redirect (unless it’s a one-page website that you’ve acquired, which in this case it is just a one-page website we’ve acquired) because you’ll eventually lose all the traffic coming from some of the top pages of the acquired website. Instead, map out all of the content on the acquired website and then redirect those URLs to highly relevant pages. If you don’t have a highly relevant URL to map to, then take the content from the acquired website and move it to your website if it makes sense from a relevance standpoint. Once published, then you can place the redirect. This is commonly referred to as page-level or 1:1 level redirects and packs the greatest punch and provides the best user experience for those users coming from the acquired website.
This strategy is not for everyone. I’ll repeat, this strategy is not for everyone. If you haven’t already exhausted other white hat link development methods such as link earning, outreach, providing valuable responses on forums like Quora and Reddit, high-quality citations, or directory listings, then start there first. Reminder – As I start to see results from this strategy, I’ll be making updates to this post so be sure to check back in the next few months to see how things shake out.