Us Relaunches Toys.com Without Search Rankings — Toys ‘R’

Toys ‘R’ Us domain name forwarding mistake back in the picture.

Oh brother.

A few months ago I wrote regarding Toys ‘R’ Us forwarding its newly purchased ($5.1M) domain name Toys.com to ToysRUs.com. This resulted in the firm losing its search rankings for Toys.com. The story was viewed 30,000 times.

Some people hypothesized that Toys ‘R’ Us didn’t care regarding the search rankings and only bought the domain name to keep it away from competitors. It turns out this isn’t the case — Toys ‘R’ Us has relaunched Toys.com, sans search rankings. The fresh site is a hub for all of the firm’s brands, counting eToys (which it purchased around the same time it bought Toys.com).

It looks more and more like someone at Toys ‘R’ Us made a decision to forward the site without realizing the search repercussions. Surely, if the firm planned to create a fresh site at Toys.com and thought regarding search engines, it would have done something to preserve its search rankings. That’s a big mistake to make with one of the most expensive domain purchases of all time.