Remember the early days of the internet?
You could invest all day chatting with your pals on AOL messenger while you played solitaire on Yahoo games. And after that your mama picked up the phone to phone, and you were kicked off the web. Good times.
In those days, if you were doing some shopping, there was a likelihood you were doing it on a site with a precise match domain (EMD). For instance, if you required a canine collar, you ‘d most likely end up on a website with an address like www.buydogcollars.com.
In those primitive days of seo, it prevailed for companies to put their exact target keyword expression right in their domain URL.
Unfortunately (or perhaps thankfully, depending upon how you feel about EMDs), fraudsters and bad actors made the most of this, took up many of these domains, and linked them to low-grade sites.
So, what holds true today? Does your domain name have an effect on search results page?
Let’s take a closer look at the argument.
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The Claim: Is Domain Call A Ranking Factor?
Having a specific match domain utilized to be a huge deal.
In 2010, CarInsurance.com cost $49.7 million: still the most pricey domain name purchase of all time. So clearly, somebody valued domains with that keyword.
It was (and sometimes still is) typical for people in the SEO industry to advocate for EMDs. The claims around them normally being that they immediately create credibility and create an one-upmanship.
However remember those bad stars we discussed in the last area? Ultimately, Google got wise to their keyword-stuffing URLs and altered its algorithm to discount them. However that’s not to state your website’s domain does not affect SEO.
The Evidence: The Effect Of Domain Names On SEO
There is a lot of combined info about domain and their impact on rankings.
There’s no concern that domain contributed in rankings at one point.
In a 2011 Webmaster Hangout, Matt Cutts, a software application engineer on Google’s Browse Quality group, acknowledged the function EMDs played in the tech giant’s search algorithm.
Nevertheless, he also stated:
“Therefore, we have actually been considering adjusting that mix a little bit and sort of turning the knob down within the algorithm, so that offered two different domains it would not always assist you as much to have a domain with a lot of keywords in it.”
And simply one year later on, in 2012, Cutts tweeted that low-quality exact match domains would get minimized exposure in search results page.
Finally, in 2020, Google Webmaster Trends Expert John Mueller revealed keywords in domain no longer contribute in figuring out online search engine results rankings.
Responding to a question if keywords in domain impact rankings throughout an Ask Google Webmasters video, he said, “In other words, no. You don’t get a special bonus offer like that from having a keyword in your top-level domain.”
But this does not mean that domain names are unimportant. They’re simply not direct ranking aspects.
Find out more about Google Ranking Factors in our second Edition ebook.
Our Verdict: Your Domain Name Is Not A Ranking Factor, But Is Still Essential
Now that we’ve established that domain are NOT a part of your total search engine rankings, SEO experts can just forget them, right?
Your option of a domain can be an essential element of your UX and public image. Your domain name ought to typically be the most identifiable element of your company. Sometimes that’s not your business name however a specific brand name or trademark.
You may wish to think about subdomains and even different domains for various residential or commercial properties. If you sell products that resellers bring, this can help your consumers discover you more easily.
Using keywords in your domain does not assist in terms of search ranking; if not done properly, it could even injure your SEO.
However, if your branding is heavily concentrated on a particular product or service, including a keyword in the domain might assist users understand what you’re about at a glimpse. A carefully placed keyword might also help attract audiences likely to convert.
Don’t hesitate to use a keyword if it’s extremely appropriate or part of your branding.
So, here’s the TL; DR: Your domain doesn’t straight impact your Google ranking but offers opportunities for smart web online marketers to reflect their brand’s worths and develop more favorable user experiences.
For more assistance selecting a domain name, take a look at Roger Montti’s suggestions.
Included Image: Paulo Bobita/Best SMM Panel