Next, we prioritized the migration of the content into the new architecture, using 301 redirects to maintain SEO equity.
Each piece of content was tagged with specific taxonomies, allowing it to be cross-promoted between subdomains.
For example, an event video gallery could be categorized under both industries and opportunities, ensuring it was seen by businesses and talent.
Image from author, October 2024
Phase 3: Continuous Optimization And Testing
Once the site was live, we moved into continuous optimization.
This involved testing internal links, refining keyword strategies, and ensuring that each subdomain’s content was fully optimized.
Regular A/B testing allowed us to understand how different audiences interacted with the site and adjust the user experience accordingly.
7. Configuring Technical SEO Best Practices
Cross-Domain Tracking Using GA4 Data Streams
With Google Analytics 4 (GA4), cross-domain tracking is more efficient thanks to the use of data streams.
Instead of using UTM parameters, we set up cross-domain tracking directly within GA4, linking multiple domains and subdomains under one property.
By configuring data streams for each subdomain, we were able to capture user interactions across the entire Orlando.org ecosystem in a unified view.
This setup allowed us to track user journeys across subdomains seamlessly, providing detailed insights into traffic sources, user behavior, and conversion paths.
GA4’s event-based tracking enabled us to measure engagement metrics more accurately, allowing us to analyze which sections – whether businesses, talent, investors, or media – were driving the most value and to optimize content for better performance across subdomains.
Screenshot from GA4, October 2024
Internal Link Building Efforts
Internal linking was crucial for ensuring SEO authority flowed between subdomains.
Each internal link was strategically placed to guide users to relevant content while strengthening the SEO performance of each subdomain.
For example, a business blog post about relocation could link to investment opportunities or talent recruitment stories, providing seamless navigation while distributing link equity across the site.
Implementing Consistent URL Structures
Maintaining a consistent URL structure across subdomains was essential for improving site crawlability and helping search engines understand its architecture.
This also enhanced user navigation, increasing engagement and reducing bounce rates.
Each subdomain, such as business.orlando.org, life.orlando.org, or news.orlando.org, followed a clear, intuitive structure, making it easier for users and search engines to explore the site under the parent domain of Orlando.org.
Screenshot from search for [Orlando Economic News Keywords], Google, October 2024
Managing Sitemaps And Robots.txt Files Across Multiple Sites
Sitemaps and robots.txt files play a crucial role in multi-site SEO.
Each subdomain had its own optimized sitemap, helping search engines crawl and index content efficiently.
Robots.txt files were configured to prevent duplication and manage the crawl budget, ensuring the most important pages were prioritized and properly indexed.
8. Ongoing Testing And Optimizations
Even after launching the new Orlando.org, continuous optimization was key to long-term success.
A/B Testing and User Behavior: We conducted A/B testing to determine which versions of content performed best with different audiences. Business pages often needed more detailed data, while talent-focused content benefited from videos and success stories. This helped fine-tune the user experience for each audience.
SEO Refinement and Surveys: We regularly adjusted SEO strategies, including internal linking, meta descriptions, and hreflang tags, based on ongoing data. User surveys provided critical feedback, allowing us to refine the site further and optimize the experience.
Screenshot by author, October 2024
9. Analyzing Our Results & Performance
The launch of the new website consolidated four separate properties into a streamlined multi-site platform, significantly improving engagement with the Orlando Economic Partnership’s target audiences and delivering impressive results within the first six months:
287% increase in organic web traffic: Improved audience segmentation and keyword optimization fueled significant traffic growth across subdomains.
10,600 organic keywords ranked: Ranking for numerous long-tail and national keywords.
1,105% increase in lead conversions: Improved user journey and lead capture funnel.
73.6% reduction in CPA: Through improved lead quality and conversion rates.
Screenshot from Google Search Console, October 2024
Additionally, the centralized architecture reduced operational complexity and content management efforts, giving OEP flexibility to scale the platform while maintaining a unified digital presence.
Common Pitfalls To Avoid In Multi-Site SEO
Over-Fragmenting Domains
Creating too many subdomains or domains dilutes link equity and spreads SEO efforts too thin.
Focus on a streamlined structure that centralizes authority while keeping content segmented.
By consolidating Orlando.org into subdomains, we maintained strong SEO authority and avoided fragmentation.
Keyword Cannibalization
Targeting the same keywords across subdomains can lead to keyword cannibalization, where your sites compete against each other.
To avoid this, create distinct keyword strategies for each subdomain and regularly monitor keyword positioning.
This ensures each subdomain ranks for its intended terms without overlap.
Poor Link-Building Coordination
Neglecting to build backlinks for subdomains can limit their SEO growth.
Each subdomain requires its own link-building strategy, paired with internal cross-domain linking, to distribute link equity effectively.
For OEP, this approach helped improve rankings and ensured all subdomains benefitted from the authority of the main domain.
Ignoring Cross-Domain Tracking And Analytics
Failure to implement cross-domain tracking can make it difficult to track user behavior across subdomains.
Using UTM parameters and enabling cross-domain tracking is critical to understanding how users interact with different sections of the site.
This insight is essential for optimizing each subdomain and its contribution to the overall site.
Mismanaging Site Migrations
A poorly executed site migration can harm SEO if not done carefully.
Beyond using 301 redirects, ensure proper handling of internal links, sitemaps, canonical tags, and URL structures.
By managing site migrations correctly, you protect SEO authority and prevent ranking drops during the transition.
Conclusion
A well-executed multi-site SEO strategy is critical for businesses managing multiple domains or subdomains.
By leveraging a strategic approach – as we did – that incorporates audience research, website architecture, and phased execution, businesses can boost rankings, improve user experience, and drive engagement across all audience segments.
With proper planning and continuous optimization, multi-site SEO can unlock significant value and deliver lasting results.
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Featured Image: nmedia/Shutterstock