SEO (Search Engine Optimization) is a key ingredient for any successful online business, blog, or platform. When done right, websites can gain valuable visibility and traffic and avoid being lost in the abyss of similar search results. Given that most people don’t go beyond page 2 of Google’s search results, it’s worth doing properly.

Since you’re on DomainAgents, you’re probably looking for the perfect domain name that suits your company and will get you noticed by potential users and clients.

The question is – will your domain name make or break your search engine ranking, and how can you maximize your domain name’s SEO-friendliness?

According to SEO experts, Google’s search ranking algorithm changes thousands of times each year… much to the chagrin of copywriters and SEO specialists out there. With tens of thousands of secret ranking factors (if not more) to consider, marketers and businesses have been working to crack the code and stay ahead of the curve – or at least adapt as best as possible.

Finding a suitable domain name is one such key factor that has given many an entrepreneur an unpleasant headache. Not only does the name need to represent an individual or business well, but it has also long been considered critical in creating an SEO-friendly website. In the past, keyword-packed .com domain names were sought after, and the reasons are clear. VacationRentals.com, for example, leaves little to the imagination as to what this company does and at one time Google ranked exact match domains very highly.

However, this system was exploited as domain names became loaded with keywords, sometimes misleading, to attract attention. This led people and search engines to view keyword-loaded names negatively. What’s more, with all possible 4-letter domain names being exhausted in 2013, brands running out of clever ways to mix and match keywords to find an available name, and Google rapidly changing its criteria, new strategies to get noticed emerged. Other ranking factors became more relevant as new updates rolled out. Most recently, Google launched a major update in its algorithm in August 2018 which emphasized mobile-first indexing, content and on-site linking, and site speed. This means that websites that want to rank higher in Google’s SEO game should look to be mobile-friendly, rich with helpful and authoritative content, and speedier to cut loading time.

Now, what about the domain name itself?

While the domain name is a great starting point, it’s not the determining factor of whether a website will sink or float in Google’s wide ocean of search results. Keeping a close eye on the newest algorithm trends and adapting as needed may be the best strategy to drive traffic and maintain that all-too-important online presence.

That being said, brands that want to supercharge their domain name’s SEO strength should consider names that:

• Are unique, brandable, easy to pronounce, easy to type, and easy to remember. People, and thus search engines, rely on accessibility and usability, which means that domains that are easier to read are generally better for search engines. This means avoiding hyphens, which can look “spammy” and also reduce readability and memorability.

• Contain keywords, when possible, that give users an idea of what your brand does. Keep in mind that going too heavy on keywords tends to have the opposite effect and usually looks like spam (for example, Best-Blending-Blender-Deals-Ever.com isn’t likely something you’d click on).

• Represent your brand well and give your customers a way to remember you

• Use an appropriate domain extension. A .com is still considered the “default” and gold-standard for its global appeal. With the emergence and growth of new TLD’s (.org, .net, and industry specific choices such as .media and even .pizza), businesses are exploring other options, but if you’re considering a new domain extension, it’s best to avoid one that has a reputation for spam (https://www.spamhaus.org/statistics/tlds/).

• Remember that your domain is going to impact your email address too. Having to repeat your email address 5 times so someone can write it down or remember it makes for an awkward conversation.

While your domain name won’t be the sole determining factor of your rank in search engines, it definitely matters for your overall brand and adds to a great, SEO-friendly website.

Further Reading and Links:

https://www.searchenginejournal.com/google-algorithm-history/

https://www.semrush.com/blog/will-using-alternate-tlds-affect-your-seo-negatively/

http://www.slate.com/blogs/future_tense/2013/12/04/four_letter_domain_names_zero_unclaimed_llll_dot_coms_left_on_the_internet.html

https://www.searchenginejournal.com/google-september-update/272441/

https://searchenginewatch.com/2018/08/16/key-takeaways-from-googles-latest-algorithm-update/