Why buy multiple domain names?
You have just purchased the domain name of your site. Don't stop there! To strengthen your position, the acquisition of other domain names is often essential.
Admittedly, the purchase of multiple domain names containing strategic keywords has no direct influence on the referencing a site. Indeed, few Internet users will directly type a keyword followed by a domain name in their browser, to see where it leads them. They will prefer to search by keywords in search engines.
However, the purchase of several domain names has two major interests: protecting your brand and preventing your competitors from using essential keywords for their own domain name for your business. This amounts to building a real preventive “bulwark” around your brand, in order to limit the impact of the arrival of a new competitor.
Strategic domain names
If we often think of .fr or .com extensions, we often leave aside their variants: .net, .org, .biz or .eu., .Boutique, .online etc. A breach in which competition can rush.
Another point not to be overlooked: the choice of major keywords in a domain name. The interest of own multiple domain names composed of strategic keywords is above all defensive. It is a question of locking as much as possible the perimeter around your activity, in order to prevent your competitors from using these domain names. Indeed, the presence of important keywords in the URL is always taken into account by Google. If they use these domain names, your competitors will therefore leave with an advantage.
Therefore, do not hesitate to check the availability of several domain names, with their different variants. Examples:
- shoes-women
- shoes.women
- women's-shoes
- women's-shoes
Be careful, however, not to use too many keywords with several hyphens (example: vente-de-meubles-super-discount.com). The hyperoptimization of domain names (abusive practice of the Exact Match Domain or EMD) is quickly detected by Google. With the risk of a penalty for spamming.
The different possible strategies
Once you have acquired the domain names, several strategies are possible:
- Point the various domain names to your main site, via DNS pointing or permanent redirection (301).
- Or to "grow" some of the domain names of which you are now the owner: launching a blog, creating a site presenting new products, a communication campaign, etc.
- As we can see, the purchase of several domain names can prove to be a paying investment on several levels, to strengthen its position or prevent the arrival of competitors. Also, don't limit yourself to just one domain name: think big!
