Global toy conglomerate TOYS R US have purchased the Toys.com domain for the reported 5.1 million dollars, making it the biggest sale of 2009 so far, as well as one of the ten biggest sales ever reported.
The only problem was that this destroyed the SEO for the existing domain, causing Toys R Us to loose a ranking for the keyword ‘toys”
Now, instead of holding position #1 and #4 they only have one.
Corporate IT simply redirected the new domain name to the
Toys’R’Us home page. Toys.com no longer had its own site so Google delisted
it. They will still receive type-in traffic, but all the extra traffic from the additional Google ranking has disappeared.
Normally I recommend focusing your energy on one website and trying to build a single site into a dominant entity. However, for a large corporation with a limitless website that has the potential to rank for multiples of competitive keywords, using multiple websites can be an effective strategy.
This is the worst however. Toys’R’Us has registered the typo
domain ToyRUs.com (missing the first ‘s’) but has not
forward it to ToysRUS.com. This is a huge blunder, and is causing this mega retailer tons of sales.
Toys R Us needs to contract out their search engine optimization or they will keep loosing ground to amazon.com.