It's called Dropping Names, and contains domain names that people don't want any more, or have no use for. A simple search yields a list of related names in a series of columns. The two that we're most interested in are:
- the domain name itself;
- the domain age.
Here's a quick reminder - the domain name must relate to your site, otherwise (a) these techniques won't work, and (b) you'll end up with irritated visitors.
So, pick a domain name that is relevant.
Someone Had It First
The first reason to buy an expired (or expiring) domain name is that someone had it, there are likely bookmarks pointing to it, and at the very least, it has some recognition. Plus, if you didn't have it, that's probably because you wanted it, but it wasn't available.
This could produce a trickle, or a flood of traffic, and is similar to the Revisitors.com philosophy.
Once the domain name has been purchased (probably in an auction, if it's any good), you will need to remember to update the 404 Page Not Found redirects to point to your own site. Otherwise, the bookmarks will fail, and you really want them to go to a page that contains quality links to your main site.
Authority Comes with Age
The second reason to purchase an expired domain name is age. A domain that has been around a while, and is relevant, can be linked to sites that haven't. Those sites can benefit from the Domain Age and rank more highly in search engine results pages.
This can also help to drive traffic towards your site, provided that all the other on- and off-page SEO principles have also been respected.
There are other reasons for buying up expired names, and other tools for finding them, but the process remains the same, and web real estate remains one of the more valuable components of a traffic acquisition strategy.
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