CircuitCity.com is back after Systemax purchased the brand and domain at bankruptcy auction for $14 million. Systemax also owns TigerDirect.com and acquired CompUSA last year. CircuitCity.com was quickly relaunched last week to capitalize on the remaining brand strength and traffic to the website.
How much was the link equity worth?
While big brands may enjoy more favor in the serps, I think it would be very damaging if a site was sold and it’s ranking vanished. Even if the acquiring company owns all ten sites on the front page.
My gut is there will be massive consolidation of websites. Although the web is so fractured it probably won’t make a large dent in how much search traffic is rolled up, but the value of sites (The kind that do well in serps) would plummet if they lost their rankings when sold.
As long as sites hold their rankings for competitive search terms in the natural results, I suspect the practice of acquiring these sites will grow. I’m sure manufacturers are already acquiring content sites that rank for the products they sell. Maybe Dell should buy Laptop Mag and have three listings on the first page for laptops?
The time might be here where large corporations are SEO savvy and know a great ROI when they see it.
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