Nuts! Firm that bought Nuts.com takes a big Google hit
Firm buys a great domain, but changing domains is hard.
The Fresh York Times has an interesting “case study” today regarding Newark Nut Firm. The firm recently bought Nuts.com to replace its existing NutsOnline.com domain name.
You’ll like the reasons the firm decided to spend hundreds of thousands of dollars for Nuts.com: people couldn’t remember NutsOnline.com, his firm was mentioned on Rachel Ray’s show as just Nuts.com, and he was scared that one of his competitors would buy the domain and get an advantage over him.
But so far switching domains has been a big bust. It has nothing to do with the quality of the domain and everything to do with the effect migrating between domains has had on his Google rankings.
The firm states it did everything by the book to transfer. Yet Newark Nut Firm has seen a 70% drop in organic Google traffic since the change, resulting in 100-150 fewer orders per day.
The article then asks experts for their thoughts on what the firm ought to do. One of the experts is Go Daddy CEO Warren Adelman.
I tend to agree with the last expert, who stated the smart move would have been to buy Nuts.com and just forward it to NutsOnline.com. But I guess it’s too late to do that now.
Hopefully the attention the firm is getting now will help it get back up in the search results.
