Often the domain name is decisive in the promotion of the site. Without choosing the appropriate name for the resource, site owners cannot start optimizing and exchanging links. Consider a few signs of a good domain, as well as the impact that the domain has on website optimization.
One of the key optimization factors is the age of the domain. It is known that the older the domain, the more it costs, and at the same time it is perceived by search engines as more reliable. In the end, no one will spend a few hundred, and sometimes thousands of dollars to buy a domain, which will eventually host irrelevant and boring content. Of course, search engines do not have a clue about the selling price of a domain - but they have enough access to WHOIS , where you can see the date of registration.
When buying a domain, try to choose among the registered ones at least a year ago, since the trust in them of search engines will be much greater than in the recently opened pages. In addition, such sites are usually provided with old working links and provide page rank. Even if the links are not related to the new content of the site, they successfully create the credibility of the resource. You can check the domain age using this tool .
Domain Name Matching
It can be quite accurate, and this increases the likelihood of getting into the top. So, for example, if a keyword is present in a domain name, the chances of appearing on the first pages of search engines increase by a quarter. A prerequisite for this is that search engines classify the domain and keyword as a navigation request, in other words, they will see your site match the specified request already in its domain name.
If the market to which your domain belongs is not very competitive, then a single name, supplemented by several links and content, may be enough for your resource to take first place in the search. But if you have many competitors, you will have to invest in more links and content for a similar result. Even an exact match between a name and a request does not guarantee instant success, but it will give you a tangible advantage.
Domain matching is relevant for areas such as .com, .org, .net, and it also increases the CTR of ads where pay-per-click is provided.
Combination of age and domain matching
It is known that matching new domain names gives practically no advantages. Google’s search engine trust in the pages just registered is low, and it will never put such a resource on the top. Therefore, to use the domain name strategy, you need to find a already proven resource.
It is not easy to do this, since most of the domain names that match your request are, as a rule, popular and expensive, or even occupied by your competitors and cannot be sold. If you manage to find a domain for sale, then even in the .net zone its price will be at least five thousand dollars, which suggests serious reasons for buying it.
If the site initially had a high CTR and was registered more than a year ago, the Google search engine can place links to the keys you specified, making the list authoritative. Authoritative lists will provide you with up to 80% of visitors, because such an investment can be considered fully justified. However, an exact match is not necessary to obtain such links.
Inappropriate names for your domain
An example of a bad domain name is, for example, buy-bmw-car-in-moscow.com. Such a name is consonant and looks like spam; besides, it will not be easy for visitors to remember it. You can object that the domain name perfectly matches the request, however, when following this advice, you should not cross the line of reason.
First of all, a good domain should be easily remembered by the user, in particular, the name should not have a dash, since they complicate the process of typing a name. It is easier to link to a domain with a short and capacious name from blogs and on personal pages of users. In addition, when writing a domain name from memory, people often forget to put a dash and as a result cannot find your site.
Zones: their pros and cons
The .com zone is the most common and is the best place for a site. In fact, it is a synonym for the Internet. However, you have to pay for popularity, and in the case of the domains of this zone, the price difference will be noticeable, sometimes two or three times more expensive than a similar site in neighboring zones.
Do not hesitate to choose a domain.com if finances allow you. Many users automatically type .com at the end of an address that they haven’t fully remembered. In this case, you can miss the users who correctly remember the name of your resource, but after it they will habitually enter .com, while you are in the .net zone or somewhere else. In fact, you yourself will give away potential visitors to competitors.
Avoid registering in the .info zone. This makes your address difficult to remember, and also weakens the impression of the site as a whole.
As for domains such as .ca, co.uk, .au, they are comparable in efficiency with the .com zone, however, they are focused on only one country, which makes it difficult for such addresses to appear in Google searches. These domains are ideal for local businesses such as small shops or stores.
Most charities choose the .org zone for their domains. The exception is several sites, examples can be found on the network.
Another special .fm zone has been created for radio station sites and is ideal for them. The .tv zone was created for television, but many channels prefer to register on .com, as this zone is more popular.
The presence of keywords in the domain
In fact, it is not necessary at all, at least they should not be preferred when choosing between the old domain without keywords in the name and the new one in the name of which they are present. The old domain will enjoy great trust with Google, in addition, they are much easier to rank by key.
Links and domain keys
The undeniable advantage of keyword domains is the fact that they are great anchors for inbound links.
Often people use not a anchor in the link, but a direct site URL, and if the domain name matches one of the keys, it is ideal to use it to form the link mass, since the domain name is already the text for the link. For example, the keyword horse is suitable for the site horseriding.com, even if the one who links to your resource does not use the anchor in the link. However, for the site carwashing.com, the word horse will be completely useless.
The domain name should be short. Users do not remember long names well, because your resource risks going unnoticed.
Zones and server locations
Choosing the right zone for a domain is very important. If you are going to sell goods in Russia, and you have registered on .ua yourself, it will be difficult for your customers to find you, since this local zone is intended primarily for users from Ukraine. At the same time, you will have support for Ukrainian search engines.
If your business is intended for one country, it is reasonable to register in the corresponding local zone. In other cases, a common zone like .com will be preferable.
Domain branding
Relying on search alone on the part of visitors is unreasonable, even if the search engine optimization is carried out at the highest level. Often, small brands get more unique visitors directly, even with competent website optimization. To do this, the website promotion strategy is built in such a way that even if competitors in some way worsen the ranking of the resource, these sites are already associated with the brand and receive steady high traffic.
Branding itself is a separate topic for discussion, let's just say that good content is perhaps the best way to make your website a brand, but it should display a completely new idea.
Before making a choice in favor of a particular domain, find out the point of view of professionals on this issue. In the end, these people work in this area much longer than you, and it would be wise to take into account their opinions and experience in order to avoid possible mistakes.
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