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A website dedicated to a focused topic allows readers to delve into the full story. Include words, images, video, white papers, guides, mobile feeds, and RSS feeds to offer greater opportunities for engagement and means of measuring success. Microsites also allow you to optimize certain phrases for the search engines to drive traffic from a wider pool of long-tail keyword phrases that are based on a particular theme. It's also easy to test their business-building potential because landing page optimization services are much easier to deploy site-wide.