21 Apr 2009

A Google engineer has shed light on how domain name transfers can impact on search engine optimisation strategies.

Speaking to Danny Sullivan of Search Engine Land, Google's Matt Cutts explained that "it wouldn't make sense" to transfer the value associated with links from a particular domain name if that domain expires and is then acquired by someone else.

However, Mr Cutts noted: "There are some domain transfers - eg genuine purchases of companies - where it can make perfect sense for links to transfer."

Analysing this statement, Mr Sullivan determined that it is likely link equity will not be passed on when an expired domain is bought or when someone purchases a domain name and redirects links to benefit from their search engine value.

On the other hand, it is likely that link credit will be transferred if the domain is bought and the website is run as normal or if a company buys another firm and acquires a domain name as a result.

Web expert Dave Chaffey defines link equity as a page that is determined by search engines as being relevant based on its link popularity and linked content.

Global Gold