Two weeks ago Toys'R'Us paid $5 million to buy the Toys.com domain name. This should have been a good deal for them with their new domain ranking 4th for the "toys" keyword, providing an estimated 40,000 click-throughs every day.

The only problem is, it appears that Toys'R'Us does not employ anyone who knows about SEO. Within 10 days of the purchase, the Google ranking had gone.

What happened is that they simply redirected the entire domain to the Toys'R'Us home page. Toys.com no longer had its own site so Google delisted it. They'll get some type-in traffic still, but all that business coming from a fourth-place ranking for a keyword like "toys"? Gone.

Even crazier, Toys'R'Us have gone to the trouble of registering the typo domain ToyRUs.com (missing the first letter 's') but nobody bothered to forward it to ToysRUS.com. These guys seriously need some help.