Are multiple domains spammy if they're similar but different

[SteveMauldin]

A client currently has a domain of johnsmith.com (not actual site name, of course). I’m considering splitting this site into multiple domains, which will include brand name plus keyword, such as:

• Johnsmithlandclearing.com
• Johnsmithdirtwork.com
• Johnsmithdemolition.com
• Johnsmithtimercompany.com
• Johnsmithhydroseeding.com
• johnsmithtreeservice.com

Each business is unique enough and will cross-link to the other.

My questions are: 1) will Google consider cross-linking spammy? 2) what happens to johnsmith.com? Should it redirect to new site with the largest market share, or should it become an umbrella for all? 3) Any pitfalls foreseen?

I've done a fair amount of due diligence and feel these separate domains are legit, but am paranoid that Google will not see it that way, or may change direction in the future.

[SteveMauldin]

Yes, link building will be extra (and often duplicate) effort. Adwords would be another concern. Other maintenance issues not so much. My goal was to target a specific visitor segment with a bonus of having the top keyword in the domain name, but recognise there are more benefits to keeping as one site. Thanks for your and Devanur's responses.

[SteveMauldin]

Your law analogy is the premise on which my though is based. Ironically, I SEO a law site that has segmented their dive attorney business and have found that targeting this specific market separately works well. The keyword in domain name is a bonus.

[Czubmeister]

The only time I would do this is if each business entity had it's own group of people dedicated to the business and you had plenty of content to support the site. Lawyers will sometimes break up Family Law, Business Law, Maritime Law etc into different microsites. It's a ton of work though to keep each site updated and current.

-Bob

[Devanur-Rafi]

Keri got it right. With multiple websites all your SEO efforts are scattered and with all other operational overheads. Here is my take on this. One website, very stable, high and wide that will become an authority in the niche going forward. Let that one website  target all those keywords/phrases. There is really no need to come up with new keyword specific domains. There might be some level of keyword cannibalization with multiple domains targeting the same niche.

If at all you want to cross-link the domains you own, you should ideally make those links no-follow.

I conclude by saying, one big website with loads of quality content will always win over multiple small websites in many respects. Those were my two cents.

Best,

Devanur Rafi

[KeriMorgret]

My first thought is why do you want to split up your link building and content efforts among several sites, and have several sites to maintain instead of one?