Kogan has 322 domain names, but what are they doing?

Posted by on Apr 22, 2013 in Domains | 2 Comments

So I have seen a bit of talk online recently about the online retailer Kogan and the strategy they currently have implemented for the 322 domains they own.

I decided to do some analysis on this domain portfolio from an SEO point of view too see what they were doing, see full analysis click here:
http://jamesnorquay.com/Kogan-Domain-Strategy.pdf

Kogan-Domains

Kogan-Domains

Now with this many domains, I have decided to list a few things Kogan should be doing:

1. If they are 301 redirecting domains on a huge scale it may not be a wise strategy post Google penguin.
2. If they are 301 redirecting domains they should at least point them to category specific pages and not just the home pages to save the users time and increase conversion.
3. Investing in domains with a large amount of hyphen domains is probably not the best investment.
4. It would be wiser to invest in a lower number of higher quality domains in my eyes.
5. Buying domains like www.cheapsmokes.com.au do not really make sense in terms of relevance for Kogan.
6. Another option for the best domains from this portfolio is to build micro sites with product listings.

But overall I am still trying to get my head around what Kogan is trying to do with this portfolio, it seems like they are wasting money in my eyes.

2 Comments

  1. Aidan
    April 22, 2013

    Agreed, would love to know more as this seems very mis-guided for this decade, ten years ago it maybe might have made more sense depending on how those domains were used but now…

    Reply
  2. Claude "CodeAngry" Adrian
    April 23, 2013

    I see some domain names there that, if promoted and ranked, could lead to more/less trouble. I always try to steer away from brand name/product domains. There’s a lot of Canon EOS in there… 🙂

    You risk to rank them and then receive the C&D notice or even worse… just sayin’, maybe my Blackhat’s black is fading but there’s stuff that I don’t do and this is one of them.

    PS: Get written permission and you’re a go!
    PPS: I’d build affiliate microsites for the others. At least not to waste traffic if any. And those that are generic enough to be no trouble, EMDs and such… need to be promoted properly.

    Reply

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