Systems and methods are disclosed for provide alternative domain names for a single Internet website to different users in results of search queries. The systems and methods can perform operations including maintaining alternative domain names for a single webpage of a content provider and associated context information of the alternative domain names. The operations also include receiving a request for the context information and providing the context information in response to the request. The operations further include receiving a notification of usage of an alternative domain name based on the context information. Additionally, the operations include determining usage metrics for the plurality of alternative domain names of the content provider based on the usage information. Moreover, the operations include periodically culling alternative domain names of the content provider based on the usage metrics.