Using similar domain names to promote your main site

[EditFast]

I have several sites and for each one I also purchased similar domain names. For example, my main site for editing and proofreading is http://www.editfast.com but I also own editfirst.com. I have been trying to come up with a way to use these extra domains to promote my main domain in each business area. Of course I can use a simple redirect but I feel like there must be a more effective way to utilize these without going to the dark side of SEO. Has anyone done anything they think is special with an "extra" domain name?

[Conficio]

I'd simply leave it redirected.

I don't know why you purchased the domains. If it was because you had not settled on your business (brand) name, then I'd just let it expire. If you want to capture the potential typo, redirect.

However, if you really want to make two websites under the two different but similar domains, I see you doubling your efforts to get two very similar "brand names" established. That is waste of money and resources.

Use your time and money to learn about your customer's needs and how you can communicate your product benefits with them. You get a higher return on investment and a better relationship with your customers.

Just my view of the idea.

K<o>

[EditFast]

You may be right, and developing a new site is not a small undertaking, but after several years in business on the net I have learned that it is impossible to please everyone all of the time. Actually, I knew this before, but it has become clear that this also applies to Web site style, design, navigation, etc. There are always those who think it could be done better or differently. I see owners spend thousands of dollars on redesigning their site only to discover that they have the same number of complaints and questions about site functions, navigation (I can't log in!) etc. after the redesign, and in addition, they have in the process placed the burden of learning how the new site works on their loyal users which will drive some of those users away to the competition.

The fact that some percentage of users will always be dissatisfied may be due to the constant percentage of people on the net who are unfamiliar with how to use a web site period, but I wonder if the site owners might not have been better off setting up an entirely different Web site with different, but of course similar, content which leads the user to the same sale of the same product or service. In effect they would be their own competition appealing to a larger market.

If the site uses memberships etc. the databases could be linked together to avoid the additional hassle of dealing with two databases, but this is better accomplished when the sites are on the same server and then you run into problems with Google discovering that the sites belong to the same company and providing similar content which could lower their ranking. However, putting that aside for the moment, the underlying idea here is to reach a larger market by providing the users with two alternative paths to the same product or service so they can choose the path that suits them.

The other advantage here is that lessons learned about your users from the development of the original site can be applied to the new site in a fresh and cleaner manner code wise, rather than the patchwork that older sites acquire after a few years.

Is it worth the effort?

[Conficio]

Dear EditFast,
this sounds like a different issue. In your original post you did not elaborate on what exactly was your goal with a second site.

If it is worth it? I don't know! I don't know your numbers of people dissatisfied with you site navigation, etc.

However, I think if it is a large number >10%. I'd really think to find a way to make them happy. If it is a small number I'd think it is not worth it to go after the last 2% of potential business.

In general I think it is not wrong to do it like Procter & Gamble has done it for years, to let internal rivals work against each other. However, this would mostly be a good idea, if you are in the top three with at least one of your businesses (better be number one and thee). I'd also expect the product to be a commodity where price is the only real differentiator.

I'd guess in your business this is not the case. Let for not knowing better assume you are not number one in this business (you would otherwise ask this questions not in public, but pay McKinsey for and answer). Lets further assume that your product/service is not a commodity.

In this case I think you can find better ways to invest your money, like better customer service, more understanding what customers need, setting up a cross selling operation with adjacent products, researching new products, finding new niches that you can serve better, etc.

If you do not offer a substantially different service or target a substantially different market (like consumer vs business or small business vs agencies vs fortune five hundred) I still can't see why you would double your efforts to promote another website.

I'd calculate really hard what it costs you to build a website. It is not just the design and the content. The much larger cost is the promotion. This would only be justified for a really compelling sizable market.

K<o>
P.S.: If you have this sizable market in mind, I would not choose these very similar names. Choose something that expresses the different focus of the product. Such as WebEdit, MedicEdit, LawEdit, etc.

[astro]

As a matter of interest does degrade your search engine position if multiple domain names are pointed to the same webspace?

[Peter (IMC)]

I have learned that it is impossible to please everyone all of the time.

And why would you want to?

You can't please everyone and nor should you want to. The 80-20 rule comes in mind. It takes 20% of effort to get the first 80% of your clients and it takes the other 80% of your efforts to get that last 20% of your clients. Obviously, that last 20% of your clients are a huge waste of time.

The reason you want to please more people is probably because you feel like you´re not getting enough business. But if I were you I would spend the additional 80% not on getting more clients but on improving your products or services. (quality and presentation)