Multiple Domain Names
and Search Engines

In the heady days of the Dot-Com Boom, there were lots of people registering domain names that contained the names of celebrities, famous companies, movie and television titles, and anything else they thought would bring in the big bucks when they sold the rights to them. Domain names are no longer the hot properties that they once were since the registrars have set up rules that protect trademarks and copyrights. But the biggest reason that catchy domain names are no longer the Holy Grail is that Internet users are now accustomed to using search engines to find products and services, rather than blindly typing in things like "bestcarprices.com". But the rise in value of good rankings in the search engines has given a great deal of momentum to the practice of buying many domain names and having them all point at the same website - or more precisely, the same webpages.

Search engines like Google do give some weight to the contents of the URL for a webpage in their ranking algorithms. It's just a tiny factor, but some hucksters are so anxious for any benefits that they'll register dozens of domain names that are variations of the primary keywords for their sites just to get that small boost. However, there's a fly bigger than Jeff Goldblum's eyes in this ointment. It's the mirror site penalty that all search engines impose if they detect duplicate content. The search engines have several concerns in this regard. First of all, allowing multiple URLs to point to the same content degrade their search results. Second, each webpage in the index of a search engine consumes valuable resources in their networks and its understandable that they don't want to waste these resources on SPAM or even innocent copies. When Google detects duplicate content, it tries to select the best one, the so-called "canonical version" and devalue the copies. The common phrase "duplicate content penalty" is a bit of a misnomer, since there is no overt penalty involved. But, the problem is that you don't get to pick which copy is selected as the canonical version and which one gets ignored. So you can have half of your content indexed under one domain, and the rest on another, all of which kills your internal linking benefits, and damages your overall rankings on both domains.

My best advice is to never have multiple domain names pointing to a single web site. It is doubly or triply difficult to get enough link popularity spread among multiple domains in order to have any positive effects, as opposed to simply promoting and enhancing a single domain.

But if you have a compelling reason to use multiple domain names, such as using country-specific Top-Level-Domains (ie. TLD's like ".uk" or ".au") for their search engine ranking advantage, you need to take steps to avoid problems by making sure that there is very little duplication among the sites you operate. Using a different page design can help, but it's the actual text that needs to be as unique as practical issues allow. If vital information is on the company's main website and it can't be rewritten for one reason or another, then link to the main website rather than create a duplicate page.

If you already have multiple domain names in use, then you need to merge them into a single, primary domain. The solution is to use server control methods to automatically redirect all requests for pages in the secondary domains to the URL in your primary domain name. The server must return a "301 Moved Permanently" result code in order for the search engines to properly assign the link popularity and to update their internal records of the page's true URL and to stave off any penalties. Any other result code returned by your secondary domains will at best prevent the link popularity to pass on to the primary domain, and at worst can cause the duplicate content penalties to begin to spread to the primary domain.

Websites running on hosts that use the Apache server software usually have it the easiest in this regard because they can control this problem on their own using the .htaccess control file. Just create a simple text file named ".htaccess" (with no filename extension), and insert the following command:

Simply replace "yourmainsite.com" in the above code with your primary website's domain name and "duplicatesite.com" with the name of your duplicate domain. Websites based on Microsoft's IIS Server Software will likely need to consult their system administrator for help. Again, be sure the server returns the redirecting result code #301 or you're not really repairing it. A code 302 redirect will not do the job. You can check the result code that your server sends using my Server Result Checker.