network

In the context of SEO – Search Engine Optimization

a “network” is really a ring of web sites built for top search engine results.  These sites are referred to as Gateways and typically form the spokes of a wheel leading to a “service rich” hub known as a Portal.  Each Gateway has its own specialty – its own set of keywords and key phrases optimized to get the best possible keyword results in a search.

An example we are fond of using is that of a large fishing trawler that has the facilities to process a variety of fish.  The trawler is positioned where fish migrations are known to exist – and then smaller “dories” (pl. dory) are launched from the main vessel to carry specialized nets (some nets designed to catch Cod, some to catch Tuna, and so on) out into the surrounding seas.  As each net fills with its particular catch, the dories haul the catch back to the main processing trawler where the fish are processed.

In this example, the dories and their specialized nets are the Gateway sites… small, simple, lean, fast – and designed for a certain type of catch.  The processing trawler is the main Portal… big, rich in services, not particularly fast – but able to process the raw material (warm leads) into a product of commercial value.

For a more practical illustration, click this link to access an image of a mortgage leads network.  If you can, move the illustration so you can see it and read this description at the same time - or better yet, print it out for future reference.

Notice at the bottom left side is a Home Office and Main Portal Website.  Feeding it are a number of geographically specialized Gateways that, in the aggregate, produce a constant stream of warm mortgage leads for the staff of Loan Originators.  These leads come from search engine optimized Gateway websites targeting Denver, Colorado, Los Angeles, CA, San Francisco, CA – and so on.  Each Gateway website could just as easily be individually optimized for “home refinancing”, “new home purchases”, “debt consolidations”, "HELOCs", and so on.

This illustration references a White Paper titled "Premises for Gateway Network Targeting Mortgage Loan Candidates." If you wish to read this document - click here for a copy of the White Paper.