I love those emails from domainers that tell me I should buy their domain and forward it to my main site, claiming it is a great SEO booster. Truth is, I beg to differ.
Many businesses and individuals acquire multiple domain names to bolster their brand or capture additional traffic. One common practice is forwarding these domain names to a primary website. That is not a bad strategy in and of itself. However, while this might seem like a straightforward and effective SEO strategy, it often falls short.
Understanding Domain Forwarding
What is Domain Forwarding?
Domain forwarding, also known as URL redirection, involves redirecting one domain name to another. When users type in the forwarded domain name, they are automatically taken to the destination site. I post examples of these redirects on X.com all the time. There are different types of redirects, such as 301 (permanent) and 302 (temporary), which serve various purposes.
Common Reasons for Domain Forwarding
- Brand Protection: Acquiring multiple domain variations to prevent competitors from using them.
- Capturing Type-in Traffic: Redirecting misspelled or typo versions of the primary domain.
- Simplifying Marketing Campaigns: Using short, memorable URLs for offline marketing that redirect to the main site.
The SEO Pitfalls of Domain Forwarding
Lack of Unique Content
One of the fundamental principles of SEO is the presence of unique, high-quality content. When you forward a domain, it essentially becomes a gateway to your primary site without adding any new content. Search engines like Google prioritize websites that provide fresh and relevant information. A forwarded domain contributes nothing in this regard, thus offering no SEO value.
Missed Link Equity
Link equity, also known as “link juice,” is the value passed from one site to another through hyperlinks. This is a critical factor in SEO as it helps improve the search rankings of the linked site. When a domain is forwarded, especially using a 302 (temporary) redirect, the link equity is often not fully transferred to the destination site. Even with a 301 (permanent) redirect, the transfer of link equity is not always guaranteed or optimal.
Dilution of Domain Authority
Domain authority is a measure of a website’s credibility and its likelihood to rank well in search engine results. By forwarding multiple domains to a single site, you risk diluting the domain authority. Instead of building authority for one robust domain, you spread the potential link equity and brand signals thin across multiple redirected domains.
The Value of Exact Match and Typo Domain Names
Exact Match Domains (EMDs)
Exact Match Domains are domain names that exactly match a keyword or phrase that a user might search for. For example, “bestcoffeemachines.com” for someone searching for “best coffee machines.” EMDs can be powerful tools for capturing type-in traffic—users who type the exact phrase into the browser address bar. Historically, EMDs had significant SEO advantages, but recent algorithm updates have reduced (but not eliminated) this effect. However, they still drive valuable direct traffic if used.
Typo Domain Names
Typo domain names are variations of a primary domain that capture traffic from common misspellings. For instance, “gooogle.com” could capture users who misspell “google.com.” While these domains can capture some direct traffic, their SEO value is minimal without unique content and proper optimization.
Maximizing the Value: Building Standalone Sites
Why Standalone Sites?
Building standalone sites for your exact match and typo domains can maximize their value by creating new opportunities for ranking in search engines and driving traffic. Here’s how:
- Unique Content: Each standalone site can host unique, relevant content tailored to the domain’s specific niche or keyword.
- Targeted SEO Strategies: Optimize each site individually to target different keywords and audience segments.
- Link Building: Develop separate link-building strategies to increase the authority of each site, which can indirectly benefit your main site through backlinks.
Steps to Create High-Value Standalone Sites
1. Conduct Thorough Keyword Research
Identify the most valuable keywords related to each domain. Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find keywords with high search volume and low competition. Tailor the content of each site to these keywords.
2. Develop Unique and High-Quality Content
Create content that is unique to each standalone site. This could include blog posts, articles, product reviews, and more. Ensure the content is valuable, informative, and relevant to the target audience. High-quality content is essential for ranking well in search engines.
3. Implement Robust SEO Practices
Optimize each site for search engines by:
- Using Relevant Keywords: Incorporate keywords naturally into your content, meta tags, and headers.
- Optimizing On-Page Elements: Ensure that each page has unique meta titles, descriptions, and header tags.
- Improving Site Speed: Fast-loading sites rank better and provide a better user experience.
- Creating a Mobile-Friendly Design: Ensure your site is responsive and looks good on all devices.
4. Build Quality Backlinks
Backlinks from reputable sites can significantly boost your SEO efforts. Focus on building high-quality, relevant backlinks to each standalone site. This could include guest blogging, outreach campaigns, and leveraging relationships with influencers in your niche. This always seems to be a little harder than I expect, but it can be done.
5. Utilize Social Media and Marketing
Promote your standalone sites through social media, email marketing, and other digital marketing strategies. Increased visibility can drive traffic and improve search rankings over time.
6. Monitor and Adjust
Regularly monitor the performance of each standalone site using tools like Google Analytics and Google Search Console. Track metrics such as organic traffic, bounce rates, and keyword rankings. Use this data to make informed adjustments to your SEO strategy.
Forwarding a domain name might seem like a convenient way to manage multiple domains, but it falls short in terms of SEO value. Exact match and typo domain names can be valuable assets, but their potential is best realized through the creation of standalone sites with robust SEO structures. By developing unique content, optimizing for search engines, and building quality backlinks, you can maximize the value of these domains and enhance your overall online presence.
Building standalone sites requires effort and resources, but the long-term benefits in terms of SEO and traffic can be substantial. Instead of relying on domain forwarding, invest in creating high-quality, standalone websites that can thrive independently and contribute to your broader digital marketing strategy.
I have an example of how I did this for affiliate sales purposes. If you have an example of how you used a domain to create a stand alone site that feeds traffic to your main site, I’d love to feature it as a case study.
