How can specialization help a website?

When you specialize in something you become not only good at it, but most likely great. You know your product/service inside and out and eventually you've seen almost anything and everything that could happen. Specializing also gives you an edge over your competitors because while they may "do it all", you "do it right!".

How does specialization translate to your website?
Very simply put, it gives your website that same advantage. Think about all the sites that you have been to, and think about the ones you would go to in order to make sure you got just the right product for your situation. Chances are that site was specializing in that area. They had all the information you needed, just the right products and their staff and/or website could answer any question you had.

Are there any other benefits of having a specialized website?
Absolutely. Sites that specialize in one area stand a much better chance of being seen as an authority on that subject. For example, if you had a shop that was all about car stereos and only car stereos you stand a better chance of being found under that then the site that also sells car seat covers, windshield wipers, etc. This is because your pages and your entire site are structured around a very specific, defined set of keywords.

What if I can't specialize my site?
Just because your company/business is not specialized doesn't mean your website can't be. You have several options here, you can create separate websites for each of your divisions or better yet you can create sub-domains for each of your divisions. This way you can drive people directly into whichever sub-domain is appropriate for them and still gain the benefits of a larger more content rich website.

Remember: You don't have to necessarily be specialized for your site(s) to appear that way.

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Ignite Media LLC, Ignite Your Site™
http://www.ignite-media.com/
Website Design & Development eCommerce Development Search Engine Optimization