Combining Two Sites With Similar Domain Authority

[ffctas]

Hello,

We run two sites with the same product, product descriptions and url structure. Essentially, the two sites are the same except for domain name and minor differences on the home pages. We've run this way for quite a few years. Both sites have a domain authority of 48 and there are not a large number of duplicate incoming links.

I understand the "book" to say we should combine the sites with 301's to the similar pages. I am concerned about doing this because "site 2" still does about 20% of our business.

We have been losing organic traffic for a number of years. I think this mainly has to do with a more competitive environment. However, where google used to serve both our sites for a search term it now will only show one.

How much organic benefit should we see if we combine. Will it be significant enough to merge the two sites. Understandably, I realize the future can't be predicted but I would like to know if anyone has had a similar experience or opinion

Thanks

[EGOL]

I think that there is a good chance for an increase of total sales by combining the sites.  I vote for this because the two sites have diverse link profiles and combining them will make a big gain in the link diversity and domain authority of the site that remains.  I would merge them with optimism rather than with fear.

[effectdigital]

Google doesn't tend to like 'clone' sites and if it detects them, one of the web properties will be nerfed. Google wants people to 'add value' to the web, and then reward them with traffic. The path is not supposed to be, build one site - clone it, get double the traffic. This is also to keep Google's search results diverse

Seriously, how annoying would it be if you searched for something and every link was the same site with a different name?

In situations where you gained extra traffic illegitimately, there's not much that you can do (technically or otherwise) to re-capture the traffic that you shouldn't have been getting in the first place.

If I were you, I'd be looking at this decision more in terms of: "this will help to plug a gap and stop further deterioration". If Google think you have been gaining traffic that you shouldn't have been getting, fixing the problem won't cause Google to give you 'bonus points' that see your site(s) return to illegitimate traffic levels

If you are looking for quick and easy ways to succeed in SEO, know that the lifespan of such techniques is limited. In actual fact, you're lucky not to have received a penalty on both sites.

This is not a case of "how can I make some quick traffic again", it's a case of "how can I demonstrate to Google that my behavior is changing, and avoid a penalty for my main site". Sometimes the benefit, is NOT losing everything you have!

Darin Pirkey made some good points, but I don't think it's a case of 'the benefits of moving outweigh the risks of leaving it'. My POV is very similar but slightly different. I think that 'the risks of leaving it as it is are greater than the risks of merging the web properties' (but then... I'm a bit of a cynic)

[DarinPirkey]

I think you are already seeing that Google is treating these two as the same.  I've had this issue with a legal blog and a lawyers main website.  We took the blog from it's own domain and put it under the main lawyer website.  We did see a dip in traffic for about two months but it quickly recovered and we ended up with more traffic as the overall site seemed to be more authoritative under one roof.

During this merge, I would also check for "thin content" and/or content that is no longer relevant and/or getting traffic.  We tend to use the opportunity as a sort of spring cleaning of the site.  But, since your sites are pretty identical, a good thorough examination of all the content on both would be beneficial.  Make sure you map the "old" site and keep a sitemap just in case something goes wrong.  We used a Google Sheet/ Excel to map domains so in the event something went wrong with the the 301's, we had the opportunity to correct everything.

I know there are risks with moving the domain, but I think the positives outweigh them by a long shot.