Bought a liquidated companies domain - SEO & backlinks?

[Mortgage_tom]

I stumbled upon a news story about an insurance comparison company that went into liquidation/insolvency in 2017. Just finished the process in October 2019. The company had a £1 million in upaid creditors.

I checked and their domain was available so have registered it. My thought process is that this will have a decent number of backlinks.

What would be the best way to deal with this domain?

e.g. redirect to one of my own relevant domains or actually use the domain and name as a new trading name?

Edited by Mortgage_tom on Sunday 1st December 15:48

[matjk]

Haven’t you got a bag full of very negative PR on your hands ! I personally wouldn’t want to link it to any company I owned .

[anonymous-user]

Mortgage_tom said:

e.g. redirect to one of my own relevant domains or actually use the domain and name as a new trading name?

When you buy an expired domain, no-one knows for sure how Google treats them.

But my view of the consensus is that, if you can buy the domain before it actually gets deleted (it goes first into a "pending deletion" phase which is when most expiring domains are purchased for seo purposes), you should be able to get some backlink value. Otherwise, google realises the domain has gone back into the pot and most likely removes any backlink value.

You should also check the domain first to assess the quality of any backlink profile using one of the main seo tools (majestic, moz etc) to ensure it is worth spending money on.

When you are using this type of technique you would not normally point the recreated domain directly at your main site. You would instead point it an intermediary domain which then points at your main site.

[Canute]

I would look at ahrefs for the backlink data as they have the best corpus of data of all such tools.

Then if it looks ok, I would stand the domain up on its own hosting and webpages for a least 6 months before doing any migration.