If you’ve been around in the SEO game for a while, you’ve probably come across the term “old boy domains.” These are domains that have somehow managed to retain their rankings in the SERPs despite not adhering to what Google’s updates are targeting. They seem to defy logic, staying at the top of the search results while newer, shinier sites fall by the wayside. Let’s dive into a real-world example of this phenomenon and discuss some broader lessons on testing and understanding SEO principles.
The Case of the UK VAT Calculator
Take, for instance, a UK SERP for “VAT Calculator.” For over 12 years, a domain with an Exact Match Domain (EMD) strategy has held the number one spot. This domain has defied countless updates: “Mobilegeddon,” Panda, Penguin, Hummingbird, and even the HTTPS update. What’s interesting is that the domain is not even HTTPS or mobile-friendly, which theoretically should have been detrimental, especially during these algorithm changes.
How has it survived?
- User Behavior as a Key Metric: The site’s core strength lies in its user behavior metrics. When users visit this site, they use the calculator and then leave — session ended. The bounce rate is high, but the exit rate is what’s interesting. Users are ending their session there, not continuing to search on Google, which suggests they’ve found exactly what they needed. This engagement behavior signals to Google that this site is satisfying user intent.
The “Old Boy” Domain Effect: This site is a classic example of the “old boy” domain effect. It has been around long enough that it seems to have some form of immunity against changes that would knock a newer site off its pedestal. The longevity and consistent traffic may have built a sort of trust with Google over time, despite not adhering to best practices like HTTPS or mobile optimization.
Lessons Learned from Years of Experimentation
From years of buying, flipping, consolidating, and testing domains, there are some consistent patterns that emerge:
- “Old Boy” Domain Effect: Domains with a long history, even when their content or practices don’t align with the updates, can continue to rank well. It seems that the trust or authority these domains have built over time can insulate them from penalties or devaluations to some extent.
- The “Tainted Domain” Effect: Conversely, domains with a checkered past can struggle to rank even if you do everything right. Buying a domain with a history of spammy tactics, penalties, or other negative associations can severely limit the success of any future SEO campaigns on that domain, regardless of a change in ownership or strategy.
Always Test, Don’t Guess
The single biggest lesson learned in SEO isn’t from guidelines or official updates — it’s from testing.
Most of the SEO industry gets caught in a cycle of regurgitating Google’s update policies or guidelines without ever putting them to the test. The real veterans of the field understand that just because Google says something doesn’t mean it’s universally or immediately true.
Let’s consider a thought experiment: if a strategy continues to deliver results — retaining or even improving rank — despite not conforming to current best practices (be it links, content, or user experience), should you abandon it simply because it doesn’t align with the latest guidance?
Take, for example, the theory around “engagement data” and RankBrain. Years ago, the idea that manipulating engagement metrics could influence rankings was seen as conspiratorial. However, experiments like those conducted with BULKCO (.co.uk) demonstrated how systematically altering engagement metrics could indeed impact rank. It wasn’t until the Department of Justice trial brought these theories into the spotlight that the broader SEO community began to accept them.
Building Your Own Knowledge Base
If you want to excel in SEO, there are a few core principles to follow:
- Buy Domains and Build Mini Sites: Whether you’re testing the effectiveness of EMDs, experimenting with different content strategies, or evaluating the impact of site structure changes, having multiple test sites allows you to conduct experiments in a controlled environment.
- Test Theories, Don’t Follow the Herd: Challenge the status quo. If something works, dig into why. If it doesn’t, figure out why not. You’ll build a far more robust understanding of SEO than just following the latest trend or Google announcement.
- Draw Your Own Conclusions: SEO is part art, part science. There’s no one-size-fits-all approach. Use your data, your experiences, and your testing to shape your understanding of what works and what doesn’t.
Argue with Data: Be prepared to back up your strategies and opinions with data. Everyone has an opinion, but data-driven arguments are far more compelling.
Last but not least
SEO is a dynamic field where rules can often feel like guidelines, and exceptions can feel like the rule. The “old boy” domain effect, the continued efficacy of EMDs, and the importance of user behavior are just a few examples of how the reality of SEO often diverges from what is stated in official guidelines. The most successful SEOs are those who aren’t afraid to challenge norms, test relentlessly, and let data drive their decisions.
At the end of the day, remember: Google can change its algorithms, but it can’t change the fundamental principles of human behavior. If your site delivers what users want, in a way they want it, your chances of ranking will always be better — no matter what the next update brings.
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