ToysRUs have paid just over $5 million dollars to purchase the domain Toys.com in a internet real estate manoeuvre that should see the company be one of the first ports to call at when looking for toys online.
ToyRUs already have a strong set of rankings – they are number 1 with their .co.uk site in Google.co.uk for “Toys” already and also when searching Google.com, their .com site is at number 1 too.
However, Toys.com, which is currently bereft of content in Google.com is also ranking at position 3, and has a toolbar PageRank of 8 – meaning that this domain already has a lot of weight with the search engines.
When ToyRUs get a website on here, it will be great for their offline branding – this company wants to be the first stop for all toy related online activity, and this domain should help them to achieve this.
I did some searches for products that they sell on their website, picking products at random, and did find that the site wasnt always ranking that highly for many of these, so maybe the new domain coupled with some SEO investment will help to increase the online margins that the site is generating.
They were competing against a group called National A-1, a company that buy up domains that are likely to generate interest, and sell them on for a profit.
However, despite $5 Million being a lot of money for a domain in the current financial climate, its still dwarfed by the obscene $11-14 Million for sex.com, which doesnt even rank in the top 10 for “Sex”.
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