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Stuffing Keywords into Multiple Domain Names (Part Two): Tesco Can Do It So Why Cant I?

28 September, 2011

Following on from my post last week about how stuffing keywords into multiple domain names is a bad tactic (and shows bad advice from inexperienced SEO agencies), I’ve had some comments highlighting the fact that this is a tactic many big name brands are using.  One of the names that has come up is Tesco.

tesco domain names

I stand by my original remarks on this one. Let me explain why.

 

There are times when creating multiple domain names is a very good strategy, and Tesco is a good example of this. But there is a subtle difference in what Tesco are doing, compared to the photography example I highlighted last week. Any business that is considering a multiple domain names strategy needs to understand the difference or they could land themselves in trouble with their search engine rankings.

Fundamentally, Tesco has always been a grocer. However, now they are offering everything from finance to clothing and mobile phones to electrical products. This product and market diversification puts them in a position to legitimately have multiple domain names. The sheer size of the organisation, combined with the huge range of products and services they offer, makes it acceptable for them to have:

http://www.tesco.com/

http://www.tesco.com/

http://www.tescobank.com

http://www.tescoentertainment.com/

http://www.tesco.net/

http://www.tescophoto.com/

http://www.tescofreshflowers.com/

http://www.tescoopticians.com/

http://www.tescocompare.com/

http://www.tescorealfood.com/

https://www.tescomobilerecycle.com/

https://www.tescomobilerecycle.com/

http://www.tescocars.com/ (did you know they were selling cars! I didn’t! This is Money reported it earlier in the year.)

http://www.clothingattesco.com

http://www.tescosoftware.com/

http://www.tescodiets.com/

https://www.tescogoldexchange.com/

http://www.tescotravelstore.com/

http://www.tesco-tyres.com/

http://www.tescohomeefficiency.com/

https://www.tescopricecheck.com

http://www.tescotechsupport.com/

http://www.tescowinefair.com/

http://www.tescokitchens.com/ – I didn’t know they were selling kitchens!

Oh, and don’t forget their corporate sites too:

http://www.tescoplc.com/

http://www.tesco-careers.com/

http://www.tesco-graduates.com/

In April, Paddy Power was even taking bets on what Tesco would sell next. The bet is no longer open, but here were the odds that Paddy Power was offering at the time:

Holidays  13/8
Gas and electricity  7/4
Wedding Services  5/1
Solicitor Services  6/1
GP services  10/1
Antiques  12/1
Landscape Gardening Service  12/1
Cosmetic Surgery  16/1
Mini Cab Service  20/1
Dating Service  25/1
Self Service Laundry  25/1
Nannies/Au Pairs  33/1
Cats/Dogs  33/1

So we’ve established that Tesco have multiple domains. But notice that they don’t have the following:

tesco urls

The majority of Tesco’s domains offer different products and services, and many also have a unique look/design/feel. This is because they are targeted at different markets and are offering completely different products and services. And they must be doing something right with their products, as people are choosing Tesco own brand products over big name brands.

So what can we learn?

  • It’s an unfair playground, as some of Tesco’s domains do go against the guidelines, but Tesco is big enough and its services are different enough for the one or two domains that don’t comply not to cause an issue.
  • You can use multiple domains if there is a good enough reason; for example, if you are offering different products/services that clearly warrant a separate website, and more so if you imagined your website as a bricks and mortar business could you warrant having a seperate bricks and mortar business for these products and services?

Do you know of any other domains Tesco that owns? I’m sure there must be more! What are your experiences? Do you know of SEO companies still advising multiple domains and satellite sites? Feel free to join in the debate!

From my experience, approximately 1 in 3 new clients I speak to are still being advised to use keyword stuffing and multiple domains as an SEO tactic. This is music to my ears! If you would like a thorough SEO MOT and some SEO advice that works, just give me a call on 011 33 20 21 21.

  • Stuffing Keywords into Multiple Domain Names (Part Two): Tesco Can Do It So Why Cant I?: Following on fro… http://t.co/Jm1dokvu #jrc

  • Stuffing Keywords into Multiple Domain Names (Part Two): Tesco Can Do It So Why Cant I? http://t.co/zyKF4Nig

  • Sarah Roberts says:

    Thanks for the explanation after my comments last week, Jonny!

  • Jonny Ross says:

    @sarah – my pleasure! you gave me a great idea to write another post!! thanks for the question!!

  • […] You can see related posts of mine on this topic Stuffed keywords Part 1 and Stuffed Keywords Part 2. […]

  • Paul Simmons says:

    Thank you for this very useful blog. I know it was a long time since you wrote this but some SEO companies advise adding the keyword domains to different servers so they show a different IP address but to me this is just a black box method.

    • Jonny Ross says:

      Hi Paul,

      Thanks for stopping by and thanks for the question, there is something to be said for using different IP addresses and more so a different C-Class, however this is still a black hat technique, the question would always be “why are you using a different IP address” if the answer is for SEO, then it’s not playing the game fairly…

      Jonny

    1. Stuffing Keywords into Multiple Domain Names (Part Two): Tesco Can Do It So Why Cant I?: Following on fro… http://t.co/Jm1dokvu #jrc

    2. Stuffing Keywords into Multiple Domain Names (Part Two): Tesco Can Do It So Why Cant I? http://t.co/zyKF4Nig

    3. Sarah Roberts says:

      Thanks for the explanation after my comments last week, Jonny!

    4. Jonny Ross says:

      @sarah – my pleasure! you gave me a great idea to write another post!! thanks for the question!!

    5. […] You can see related posts of mine on this topic Stuffed keywords Part 1 and Stuffed Keywords Part 2. […]

    6. Paul Simmons says:

      Thank you for this very useful blog. I know it was a long time since you wrote this but some SEO companies advise adding the keyword domains to different servers so they show a different IP address but to me this is just a black box method.

      1. Jonny Ross says:

        Hi Paul,

        Thanks for stopping by and thanks for the question, there is something to be said for using different IP addresses and more so a different C-Class, however this is still a black hat technique, the question would always be “why are you using a different IP address” if the answer is for SEO, then it’s not playing the game fairly…

        Jonny

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