This is something that I have just had to think about for my day job. The question comes in, “…well there are these sites that rank above us [for vaniety terms] and they are not very good or really being used”, and then “… we are in negoitiations with their owner to buy them, that should help our SEO position shouldnt it?”.
So, this is a difficult position, as they mean well and generally get SEO, especially as they are talking some serious amounts of money.
In my experience buying domains can generally work for a few reasons.
- You want to set up a business with that name. Including microsites or support sites to your main business.
- A defensive position. You own it so someone else can’t. Most business hoard hundreds, if not thousands!
- To benefit from their links ! Well lets discuss this one.
|Buying Expired Domains||Bought from the domain common pool. And not from someone directly.||Not likely|
|Buying domains and redirecting pages||Buying a site and redirecting just for link benefit.||Not likely|
|Buying a name and then running it yourself||You buy a going concern either a whole website or you start again but keeping it on topic||You should benefit from its history|
|A company merger||Your company buys another and transfer ownership||Should be fine.|
So, the advice I gave was, buy for defensive reasons if you really want. But dont buy it and ‘close’ it and expect to inherit all its good inbound links. Personally when I reviewed those sites, I think we can (only launched recently) out rank them when we get going anyway !
Inspired to write after reading an article on Search Engine Land.
And a follow up reference as of the 1st May 2009