Reglikedomain industry desk

Recall Gives Second Life to Domain — Peanut Butter

Recall Gives Second Life to Domain — Peanut Butter

PeanutButterRecall.com sees surge in traffic from latest peanut butter recall.

In September I excerpted part of an article by Tim Morse of Penguin Search Engine Services regarding ConAgra and its registration of PeanutButterRecall.com. ConAgra registered the domain name during the last peanut butter recall but never used it.

When a fresh recall of peanut butter was disclosed recently, I immediately thought of this article. As it turns out, I started getting search engine referrals for the term “peanutbutterrecall.com”. I’m getting regarding 5-10 visitors a day from the search term.

If you think regarding what’s going on to deliver those visitors to Reglike, it’s clear that the domain PeanutButterRecall.com is getting a lot of type-in traffic. But it’s still unused. (I’m not sure if any of ConAgra’s products are involved in the current recall.)

Reglike is right now second on Google for “peanutbutterrecall.com”. Let’s assume that 10% of people that land on a search results page for the term click the link. So regarding 50-100 people a day are landing on the results page of Google (or a competing search engine). Then consider what percentage of people search for peanutbutterrecall.com versus typing it into their address bar. Normally I’d say 10%, although browsers may be sending people to a search results page since the domain doesn’t resolve. Any way you shake it, my best guess is 500-1,000 people are typing in the domain PeanutButterRecall.com every day.

It’s a shame that this domain can’t be put to better use.

Also on the wire

Other reporting from the domain desk.

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