At some point in time businesses attempt to run multiple websites in the search space, which is either good or bad depending on how you look at things. If you don’t watch yourself on the technical aspects of executing this you could quickly see a penalty lingering on your website, so you must be careful on how you approach it. Google recently wrote a very interesting blog post on the Google Webmaster Blog about how they feel about multiple websites from the same organization.
“While you’re free to run as many sites as you want, keep in mind that users prefer to see unique and compelling content. It is a good idea to give each site its own content, personality and function. This is true of any website, regardless of whether it’s a single-page hobby-site or part of a large portfolio. When you create a website, try to add something new or some value to the Internet; make something your users have never seen before, something that inspires and fascinates them, something they can’t wait to recommend to their friends.”
Google recommends that if you decide to launch multiple websites you must make the content unique in nature and also user experience. They have emphasized what I have said numerous times; that if you decide to launch a separate website, keep things different, otherwise their algorithms are going to catch up to you and whack you with a penalty.
“We suggest not spreading out your efforts too broadly, though. It can be difficult to maintain multiple sites while keeping the content fresh and engaging. It’s better to have one or a few good sites than a multitude of shallow, low value-add sites.”
This is what I have been saying for quite some time now and the reality is that you stretch your resources very thin when you attempt to launch these micro sites and manipulate the search results. Google looks at this as a black hat technique that should not be used unless you offer good tangible content along with user experience that is vastly different from your core website.