301 Redirecting Brand Domain to EMD - Outcome?

[McMohan]

Lets say there is a BrandNameDomain.com that ranks in the twenties for a competitive "Money Keyword". Decent link profile that is natural with good quality content.

What could be the outcome if it were 301 redirected to MoneyKeyword.com? -

1. Would "Money Keyword" stay where it did?
2. Would it drop positions?
3. Would it get an EMD boost?
4. Not sure/Can't Say?

Thnaks

[aakk9999]

Is MoneyKeyword.com an existing domain or a new domain?

If it is an existing domain, then:
- where does it rank now?
- would MoneyKeyword.com content change the content to have the content of the BrandNameDomain.com?
- are both domains currently owned by the same entity or would the ownership of MoneyKeyword.com change?

If it is a new domain, has it even been registered before, what is its history including backlinks?

As you can see, many factors are in play. This is why the answer to your question is not straight forward.

[McMohan]

aakk9999, valid questions and let's consider the following scenario.

MoneyKeyword.com is -

- A virgin domain, having no website under it previously.
- Domain name bought and sold a few times, as no Money Keyword worth it's salt can't have been ever unregistered. But it is currently free to buy.
- There are neither existing nor historical backlinks built to it.

As you see, I am trying to build a scenario when there remains only the EMD factor while other factors are negated and how the EMD factor might play out on the fortunes of BrandName.com

[FranticFish]

I did this about three years ago in the UK for a two word information/advice term (family-related), where BrandNameDomain.com was not ranking at all for the term concerned and had only brand family links (one or two) and MoneyKeyword.co.uk was not active before purchase with a few previous owners.

MoneyKeyword.co.uk immediately ranked 2nd in Google.co.uk based on its existing and negligible link profile - and Google's love of EMDs. Just checked and it's 5th today.

Words of caution:
1) We had no existing rankings to be concerned about, so we couldn't lose.
2) Who knows what has changed in the past three years with regards to this. Google have form for extending amnesty for actions taken in the past that are no longer acceptable in the present.

Hopefully someone else has more recent experience :)

[McMohan]

FranticFish, thanks for sharing your experience. Amazing how much reliance Google places on EMDs. I don't think lot could have changed seeing as I do with so many EMDs ranking with only a fraction of backlinks as compared to brand name domains.

What could be the flipside?