In the ever-evolving landscape of SEO, every edge you can gain over competitors can make a significant difference. One strategy that is often overlooked is the use of remote domains for search engine optimization. Dropped domains refer to web addresses that have been previously registered but have since lapsed and are no longer in use.
But why would you be interested in these digital ghost towns? It turns out, with the right approach, expired domains can be a goldmine for SEO.
Harnessing Established Authority
A domain that has been around for a while, especially if it had content that attracted links, will likely still carry some authority in the eyes of search engines. This can be an advantage starting from scratch. When you use these domains correctly:
- Scrutinize the Domain’s Past. Always verify that the domain wasn’t previously involved in suspicious activities.
- Examine the Backlink Profile. Tools like Moz or Ahrefs can reveal whether the domain has beneficial incoming links.
- Review Anchor Texts. This helps ensure the domain’s links are aligned with your intentions and are not excessively optimized.
Create Niche Sites or Blogs
If you come across a dropped domain that’s highly relevant to your niche, consider creating a satellite website. This secondary site can funnel traffic to your main website, acting as a support in your SEO.
For instance, if you sell handmade crafts and discover a lapsed domain related to DIY project tips, that could be a perfect match!
Redirecting To Boost Your Main Site
One of the most common uses of expired domains is to redirect them to another site. But proceed with caution:
- Ensure Relevance. The lapsed domain should be relevant to the content of your main site.
- 301 Redirects. Use this method to forward traffic and link equity from the expired domain to your main site.
- Monitor Traffic. Track referral traffic to gauge the success of your redirect.
Rebuild and Repurpose
Sometimes, an expired domain might have hosted content that was of great value. Using tools like the Wayback Machine, you can:
- Recover Lost Content. Resurrect valuable articles, infographics, or other assets.
- Update and Improve. Take the opportunity to enhance the recovered content for modern audiences.
- Maintain Original URLs. If the content had been linked to externally, this will preserve the link equity.
PBN (Private Blog Networks)
Though a controversial tactic, some SEO practitioners by creating networks of sites to boost their main site’s rankings. Here’s a brief on it:
- Multiple Sites. Use several expired domains to create an array of websites.
- Link to Main Site. Each of these sites then links back to your main website.
- Stay Under the Radar. Ensure each site in the PBN has unique content and appears independent to avoid penalties.
Note: This method is considered gray hat SEO and has risks attached. Search engines, especially Google, might penalize sites that are part of PBNs if detected.
Leverage the Domain for Outreach
Oftentimes, owners of dropped domains might have left behind a digital footprint – social media profiles, email subscribers, or partnerships. You can:
- Reach Out. Use the domain’s email to communicate with past partners or subscribers.
- Re-establish Connections. Inform them of the change in ownership and introduce your main business.
Increase the variety of domains
Diversifying your portfolio with an array of domains can help in enhancing your online presence and potentially target a broader audience.
- Geographical Targeting. If the dropped domain is region-specific (.uk, .au, etc.), it can target audiences from those areas.
- Keyword Specific Domains. Domains with keywords can enhance visibility for specific searches.
Dropped domains present a wealth of opportunities for the savvy SEO enthusiast. Whether it’s tapping into pre-existing authority, building niche sites, or smartly redirecting traffic, there’s potential to be harnessed. However, always proceed with due diligence and ensure that your tactics align with search engine guidelines. When done correctly, expired domains can offer an effective boost to your online presence and search visibility.