Jun 09
26
When optimising your website for search engines (SEO), the domain you choose can make all the difference.
This brief article highlights two important options businesses regularly have to consider before ordering their domain. The option you choose will depend on your overall strategy and goals for your business.
Option 1, Keyword Rich Domains
If you were running a web directory of “Hotels in Kerry” and you’re competing primarily for that search phrase, the domain ‘HotelsInKerry.com’ would be a good choice. The URL is packed with your keywords and clearly coveys what the site is about.
Both search engines and surfers can accurately assume the content of the website as it matches their search criteria. This can help with the positioning of the domain in search engines AND ensure a healthy click-through rate to the site.
Tip. Popular keyword rich domains are snapped up quickly. If you find you cannot buy the exact domain you are looking for you may be able to find something very similar. As you can image HotelsInKerry.com is already taken, so look for TopHotelsInKerry.com, VisitHotelsInKerry.com, BestHotelsInKerry.com and so on…
Option 2, Brand Name Domains
When it comes to choosing a domain you could go with a brand name like ‘Oval’ or ‘Peaches’ or ‘Apple’ (thank that one is taken…) or something similarly obscure, but you better have the money to market it, if you want anyone to find it.
The word ‘Apple’ does not suggest the company behind it manufactures PC’s, iPods and other technology. Before ‘Apple’ came along, the word just conjured up images of a fruit. If I were to say ‘Granny Smyths’ what’s the first thing that pops into your mind?
That’s branding for you…
This is less to do with choosing a domain and more to do with brand and strategy. The clear advantage to this is, if you can successfully market your brand and it becomes a household name, then searchers will usually have no problem finding you. However, if you can’t afford to rollout and sustain a marketing campaign to build brand awareness you might consider going for a descriptive, keyword rich domain with a call to action (if you can squeeze it in).
Option 3, Bonus Option
Okay, I said at the introduction we’ll discuss two domain options, there is a third and it is ‘the road less travelled’ but worth mentioning.
The age of the URL can be an important factor when if comes to SEO. If your domain is five years active you’ll probably get a lot more ‘love’ from Google than if it’s five months active. Particularly if the website under that domain is respected by Google.
This can be a problem for new websites trying to make their way to the top in the hostile environment that we call the Internet. The solution is simple though, but requires luck and money. Make and offer to buy the domain/website. Who knows, you might get lucky!
