In the early 2000s, domain names had a significant impact on search engine rankings. That’s why many entrepreneurs spend a fortune on exact match or aged domains. For example, “VacationRentals.com” was sold for a staggering $35 million in 2007. Two years later, QuinStreet, Inc. acquired Internet.com for $18 million.
Fast forward to 2024, and domain names don’t matter that much from an SEO standpoint. However, they can still influence a website’s search engine position to some extent.
While it’s cheap and easy to buy domain , you should put some thought into it. Your domain name does more than just define your brand and what it stands for. It can also indirectly affect your SEO efforts and overall marketing strategy. Here’s what you should know about it.
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Domain Names and SEO
Some experts say domain names play a key role in SEO. Others claim there’s no connection between a website’s rankings and its domain name.
The truth is somewhere in the middle.
First, know that your domain name isn’t a Google ranking factor. However, its history and other aspects can impact SEO to some extent.
For example, a domain previously penalized by search engines may transfer that penalty to the new owner.
The domain extension matters, too. If your SEO strategy is on point, using a country code top-level domain (e.g., .pt or .no) could help your website rank better in that particular country.
Other factors, such as your domain age and registration period, have no impact on SEO.
For instance, exact match domains (EMDs), such as “hotels.com” or “plumbingservices.com,” will neither harm nor help a website’s rankings.
Similarly, having your target keyword in the domain name is unlikely to make a difference, says Google Search Analyst John Muller.
Just because you own a domain like “cheaplaptops.com” or “flowerdeliveryservices.us” doesn’t mean you’ll rank higher in search results. What matters most is your overall SEO strategy.
How the Right Domain Name Can Help with SEO
So, why is your domain name important if it doesn’t impact your rankings in search results?
As mentioned earlier, domain names can indirectly affect SEO.
Let’s say you’re trying to build and promote your brand. A short, relevant domain can help improve brand recognition, leading to higher click-through rates and engagement. As a result, your website may appear more trustworthy to users and search engines.
You’ll also want to choose a clear and memorable domain name. Otherwise, searchers could misspell it and end up on a different website. If that happens, you may lose traffic and see your rankings drop over time.
To keep it simple, a good domain name can improve the user experience and make it easier to build trust. These aspects can positively impact your site’s SEO, resulting in increased visibility.
The Wrong Domain Name Can Hurt Your Rankings
There are cases where a domain name can harm a website’s rankings and even lead to penalties. Let’s see a few examples.
You Bought a Penalized Domain
Google can penalize a domain for low-quality content, unethical SEO tactics, or spam. The penalty may carry over to the new owner, leading to poor visibility in search results.
If you bought a penalized domain, it’s crucial to disavow toxic backlinks and fix on-site issues. After that, you’ll submit a reconsideration request to Google. As you might have guessed, this process is difficult and time-consuming.
Your best bet is to thoroughly research the domains you’re interested in. Choose an existing domain name and then follow these steps:
Type “site: domain name” into Google to see what comes up. If the website has content but you don’t get any results, the domain might have been banned from search engines.
Check for previous versions of the site on archive.org. Steer clear of any websites with spam content, even if those pages no longer exist.
Use tools like Semrush and Ahrefs to review the website’s traffic history, backlink profile, and SEO issues.
Your Domain Name Is Too Long and Complex
A long, overly complex domain name can be difficult to recall, creating confusion among users. The result? Decreased traffic and click-throughs.
Say you have a website called “familyvacationpackages4all.com.” The domain name is too long, which can cause customers to mistype it. They could also miss a letter or number or end up on a page that doesn’t exist.
Generally, it’s best to go for short domain names. Aim for one to three words or up to 12 characters and avoid hyphens, dashes, or numbers.
You Have a Shady TLD
A top-level domain (TLD) is the last part of a domain name, such as .com, .org, or .gov. This piece of text is also referred to as a domain extension.
Google doesn’t care about TLDs, but users do.
Some domain extensions are perceived as spammy or unprofessional, which can impact website traffic and click-throughs. Others tend to be used by cybercriminals and could deter potential customers.
For example, .work is a preferred choice for scammers. The same goes for .loan, .date, .tk, and .bid.
These TLDs are not malicious per se, but most people associate them with cybercrime. So it’s best to avoid them and stick to common extensions like .com or .net.
Your Domain Name Leaves Room for Interpretation
Some domain names can be misinterpreted, creating confusion and ambiguity. In the worst-case scenario, they may sound offensive.
For instance, “expertsexchange.com” can be interpreted as “Experts Exchange” or “Expert Sex Change.” Another example is “teacherstalking.org,” which could be misread as “Teacher Stalking.”
When users see these domains in search results, they may skip them and keep scrolling. So, you’ll lose traffic and sales because your domain name leaves room for interpretation.
These blunders can impact your reputation and search engine rankings. Over time, you could miss out on potential customers and revenue.
With that in mind, put in the time and effort to find the right domain name. Think of it as an extension of your brand—and an opportunity to win more business.
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