Navigating search engine optimization (SEO) can often feel like deciphering a constantly shifting puzzle.
One intriguing piece of this puzzle is the potential power of expired domains.
These are domains that, once prominent and authoritative, have fallen out of the active web, waiting to be reclaimed and revived.
But how does one use their latent potential without crossing into blackhat techniques?
This leads us to a case study by Koray Tugberk GUBUR, which goes deep into the art and science of resurrecting expired domains.
Through a blend of methodical strategies and a deep respect for a domain’s original identity, this study offers a roadmap to ethically leveraging the hidden power of expired domains in SEO.
The case study is linked below:
Summary of the Expired Domain SEO Case Study
- What is an Expired Domain?
- A domain that’s no longer actively indexed or ranked by search engines due to its cessation on the SERP.
- Holds significant ranking potential because of historical data like links, past CTR, bookmarked URLs, and brand search demand.
- Has a history of trustworthiness in the search engine’s eyes but can pose SEO challenges due to efforts by search engines to prevent misuse.
- Google’s Stance:
- Google updates aim to support genuine brands and domains while hindering expired and parked domains from passing on previous ranking signals.
- Case Study Background:
- The domain in question, from 1996, has been used as a Shopify Store, WooCommerce store, and more. Originally, it was a scientific journal.
- The domain had been misused multiple times in the past.
- Methodology by Koray Tugberk GUBUR:
- Focus on the topical authority method for reviving and re-ranking expired domains.
- Use log files to determine search engine focus, along with a blend of old and new content.
- Emphasizes understanding the domain’s brand connection, given its inherent brand prominence signals.
- URL Resurrection Technique:
- Instead of simply redirecting old authoritative URLs, create a bridge between old and new URLs.
- Reflect the domain’s original identity, in this case, a sports psychology research journal, in aspects like website navigation.
- Maintaining Authenticity:
- The website faithfully retained elements from the domain’s past, including its logo, color palette, font family, writing style, and details of previous ownership.
- Whitehat Approach:
- The project avoided blackhat techniques, such as backlink manipulation.
- Instead, it utilized a new topical map focusing on fitness, diets, and athletic performance, streamlining content production.
- Community Involvement:
- Koray Tugberk GUBUR, a leading figure in the SEO community, emphasizes a collaborative and scientific approach.
- In each case study, a member of the Holistic SEO Community is highlighted to foster an abundance mindset.
This case study showcases a comprehensive approach to reviving expired domains by harnessing their historical significance, brand identity, and topical authority, all while adhering to ethical SEO practices.
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