SEO Blog

There’s a perceived logic amongst some that somehow having more domains will improve your chances of gaining traffic. Well, theoretically yes, there is some truth to that. The only issue comes when you have numerous domains hosting the exact same site.

This means the whole structure, all the content, even the design is the same, the only difference is in the URL. In terms of traffic, the only real benefit this carries is if somebody should actually stumble upon the site by entering your address directly. Not only is that highly unlikely, but it could be doing more damage than good.

You see, the primary reason for buying domains is to counteract competitors who might have the same intention. Sometimes a domain will become free that is a better fit than your current address and therefore might be preferable, in which case it would be a good idea to make a purchase.

For example, you might be targeting a specific industry or keyword, better still it might be your business name that becomes available. Whatever the circumstance, you have to be prepared not only to stump up the cash but to also do a fair amount of background work to make sure you don’t undermine your SEO entirely.

You see, if you host the same content across a number of domains you are more than likely going to trigger a search engine duplicate content penalty. This is where a search engine recognises that content is being used in numerous locations, which implies wrongdoing. You lose authority as a consequence and then it’s only a matter of time before rankings slip.

There’s no harm of course in having numerous domains to service various businesses. The issue you need to avoid in this instance though is interlinking them all in a conspicuous way. If they are separate, leave them as such. If the search engines find a common link (perhaps your business address or host) they could think you’re gaming the system. This could in turn lead to the links being worthless or, worse still, causing a penalty.

Large companies often buy up dozens of domain names, looking to ensure that they have every single conceivable version of their name secured (including common misspellings). This can save them time and unnecessary difficulties later on if somebody else chooses to take them up. It might be a nuisance, but for many it is an absolute necessity.

If you do feel the need to have numerous domains that all lead to the same core site, make sure that each one is properly forwarded on.  Using a permanent 301 re-direct will ensure that each domain, and its subsequent pages, each points to the primary URL you’re targeting.

This ensures that any links the individual domains have gained are now pointing directly to the main pages, helping to build strength and avoiding too much leakage. The whole process of re-directing everything does take time though, so it shouldn’t be undertaken lightly.

So when you do come to choose a domain, make sure that you are aware of the issues it presents. Whilst it may help with getting rid of pesky competitors trying to worm their way into your clicks, other benefits (such as inheriting domain age or PR) are relatively few.