100-Page Website vs. Million-Page Website SEO Strategy [Content, Tech & Backlinks]

Harpreet Singh

IRL experience of how my SEO strategy differs between the 2 πŸ‘‡πŸ½

βœ’ Content Strategy:

100-Page Site:

– Focus on topical relevancy & target keywords for traffic within 90 days
– Leverage long-tail, low-difficulty keywords.
– As you begin to rank and serve, start to build out content that targets more complex queries.

Million-Page Site:

– Utilize Search Console to manage duplicate content and enhance existing content efficiency before adding new pages.
– Do you need to delete or improve content? How many pieces generate very few clicks and impressions in GSC? Make a POA for those pages.
– Make sure content is crawled and indexed.
– New pages should be added to correct content silos or clusters, pages shouldn’t randomly be created.

πŸ› οΈ Technical SEO:

100-Page Site:

– Ensure quick page loads, internal links, and error-free crawling/indexing with SEO tools.
– Small sites are much easier to work on – you can use SEO tools to help you, content can be manually edited and optimized fairly quickly.

Million-Page Site:

– Optimize for crawling/indexing, manage Robots.txt and XML sitemap, and employ block internal linking via widgets.
– Example from NY Times is /sitemap/today – all of today’s latest articles can be accessed by GoogleBot, through a page that can be found in their footer.

πŸ”— Backlinks:

100-Page Site:

– Active link-building through infographics, giveaways, and sponsorships is crucial due to limited natural link acquisition.
– A shiny infographic won’t rank on page 1, so you won’t get natural backlinks. You will have to invest in outreach.

Million-Page Site:

– Even crappy content or press releases can generate a whole bunch of backlinks (either through ranking on page 1, or being a newsworthy piece of content).
– Example, in the past 2 days Target have received hundreds of backlinks as they are closing stores due to theft.

πŸ”„ In Summary: There is no one-size-fits-all strategy:

Different sites, even with similar page counts, demand unique approaches (e.g., Adidas vs. Nike, Sainsbury’s vs Tesco etc).

My 5 cents (inflation happened) is to always keep learning, look at what other great sites are doing and keep an eye on your competition.

Whether it’s a 100 page website, or a million page website you want to make sure that your basics of SEO are always in order – if you have a solid technical and content foundation then you have the ingredients to build something great!

About the author

SEO focused digital marketer with over a decade of experience driving organic growth. Successfully implemented SEO strategies for some of the world’s most loved enterprise brands across automotive, ecommerce, FMCG, retail, finance, and B2B technology industries.

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