Toys ‘R’ Us loses search traffic from Toys.com domain name.
As I predicted a couple weeks ago, Toys.com has been de-indexed by Google because the domain is forwarded to ToysRUs.com. Now the value of Toys ‘R’ Us’ $5.1M purchase of Toys.com has been relegated to type-in traffic and potentially some of the inbound links to Toys.com.
The type-in traffic is valuable, but now the company doesn’t hold a lock on the #1, #2, and #4 positions in Google for the term “toys”. Its competitors, including Amazon.com, have a chance to creep up. Toys ‘R’ Us could have used 301 forwards on specific pages of the Toys.com web site to enhance its long tail product search.
It also appears the toy company could use some help managing its domain names. For example, it owns the typo ToyRUs.com (no ‘s’ on end of “toys”), but it doesn’t resolve or forward to the company’s web site toysrus.com. According to Compete.com, this simple typo gets over 60,000 unique visitors per month.
Although Toys ‘R’ Us registers its domains with Mark Monitor, it appears to not use its typosquatting services, as evidenced by the many typos of ToysRUs.com owned by unrelated parties.