A dropped domain is a domain name that has expired and is deleted by the registrar. This frees up the domain name to be registered by someone else. Dropped domains were very popular in the early 2000s as an easy way to get an aged domain with backlinks for SEO. However, times have changed and their use can now hurt your SEO. This article will explain what dropped domains are, why they were once popular, and why you should avoid using them today.
What is a Dropped Domain?
A dropped domain is a domain name that the original owner allowed to expire. When a domain expires, it enters a grace period where the original owner can renew it. If they don’t renew it, the domain is deleted by the registrar and becomes available for anyone else to register.
Dropped domains are sometimes called expired domains, deleted domains, cancelled domains, or aged domains. The key defining feature is that their original registration lapsed, so the domain became available to register again.
Why Were Dropped Domains Popular?
In the early 2000s, dropped domains became very popular in SEO. At the time, domain age and backlinks were critical ranking factors. So people saw great value in picking up expired domains.
The key benefits were:
- Aged Domain: A dropped domain likely had years of age if the original owner let it expire. Domain age was an important ranking factor.
- Backlinks: The dropped domain probably accumulated backlinks over the years. These backlinks would pass to the new owner, helping search engine rankings.
- Traffic History: An aged domain with backlinks often had traffic and search visibility. This history could give a new site a boost in rankings.
- Brand Potential: Dropped domains with strong brand names could be rebranded for new businesses.
SEOs would scout lists of expiring domains to find opportunities to pick up valuable aged domains on the cheap. Marketplaces emerged to buy and sell dropped domains based on metrics like age, backlinks, and search traffic.
Why Are Dropped Domains Risky for SEO Now?
While dropped domains offered easy SEO wins in the past, they now pose substantial risks. Here’s why you should generally avoid building a site on an expired domain today:
- Google Algorithm Updates: Google has grown wise to the use of dropped domains as shortcuts. Updates like Penguin now penalise sites using manipulative SEO tactics.
- Loss of Metrics: Domain age and backlinks no longer have the same SEO weight. Google cares more about authority metrics like trust and topical relevance. An old domain with sketchy links won’t necessarily rank well.
- Spam Histories: Many dropped domains have sketchy histories like spam sites, poor quality content, or artificial links. This can pollute a domain’s reputation.
- Lack of Alignment: Trying to force-fit an expired domain rarely aligns well with a new brand’s messaging and positioning. It can create a disconnect with users.
- Unnatural Growth Patterns: A new site on an old domain may show questionable metrics like overnight ranking gains or traffic surges. This can trigger algorithm penalties.
- Limited Control: You don’t know how the previous owners used the domain. There could be issues like penalties, negative SEO, or brand collisions waiting to surface.
Instead of chasing shortcuts with dropped domains, it’s smarter to:
- Register a new domain aligned with your brand.
- Create high-quality, useful content that earns links naturally.
- Build authority and relevance through engagement over time.
This slower but steady approach tends to fare better with modern Google algorithms. While fast shortcuts may pay off briefly, they often backfire as risky or manipulative optimisation.
What to Do if You Have a Dropped Domain Site
If you currently have a site built on an expired domain, don’t panic. Here are some smart steps:
- Review your site’s metrics closely for unusual patterns that may indicate issues. Look for traffic or ranking changes that don’t align with your content efforts.
- Check your site for manual or algorithmic penalties in Google Search Console. Submit reconsideration requests if penalised unfairly.
- Build out the domain with newly created, high-quality content. Don’t rely solely on the old domain age and links.
- Distance yourself from the prior brand by developing your own distinct messaging and visual identity.
- Evaluate whether migrating to a fully new domain makes sense for a fresh start. This is risky but can be worthwhile if the expired domain is irreparably problematic.
- Consider mass-redirecting poor quality backlinks to your home page or disavowing them. But take care not to over-optimise anchor text ratios.
- If site metrics remain unstable or concerning, work with an experienced SEO agency to conduct a detailed review and get back on track.
The SEO world has moved away from shortcuts like dropped domains. While the risks aren’t automatic deal breakers, you should carefully evaluate your specific site’s situation. An expired domain can still work if used legitimately without overly manipulating trust signals. But investing in high-quality content and patiently earning links yields better long-term returns for brands.
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