Previously, people were usually selecting the domains EMD( Exact Match Domains) with keywords for their businesses. The aim was to rank a business in search engine for particular keyword and it was sufficient for the ranking. But now this strategy has gone away due to recent updates by Google and other search engines.
There have been lot of changes to SEO in recent years. Search engines are in favour of original quality content, relevance and best practices aligning with SEO( Search Engine Optimisation).
EMD( Exact Match Domains) are the domains which includes keywords in their domains. Let’s take a example that you are selling online food delivery and want to rank for this keyword. The EMD would be like “onlinefooddelivery.com”. And you had also ranked for this keyword without any quality content and backlinks but the things have been changed now by recent Google Exact Match Domains update. A recent study has shown that the average EMD ranking went down from position 13.4 to 26.6 . The average top 10 EMD also seen affect in rankings from 3.2 down to 11.9. So, even you are planning to buy the new domain for your business in 2019 and if it is exact domain then it is meaningless.
A domain name is always unique and represents your brand. A relevant domain name will get you more brand recognition and higher click through rates.
So, how you can decide a domain name which will define your brand? The two things are utmost important; one is memorable name and .com extension. Customers always use brand name in search engine to find the businesses. They use social media platforms to know more about your brand. So, you always consider that the Domain name is a your brand name and base of your online marketing.
More the customers are searching your brand on internet, this will help for SEO and definitely the search engine rankings also. Matt Cutts, former Head of Web Spam at Google, said in their recent statement that Google “actually came up with a classifier to say, okay, IRS or Wikipedia or New York Times is over on this side, and the low-quality sites are over on this side.”
That’s right! Google gives preference to the brands along with keywords. Surprisingly, how this is possible? Let’s find out. As your brand becomes popular, Google associates the keywords along with your brand name that your website has quality content and links optimised in search engine. Let’s take a example of amazon, its an online marketplace yet their brand name does not match the keywords e.g “buy online”, but website is ranked higher for those keywords in Google. Because of its business popularity and people are searching their brand on the internet. For this reason, you have to decide the brand name along with domain name for your business.
You probably familiar with that.com extension and most of the reputed businesses using that. So, it is the most relevant extension when you are buying domain for your new startup.
Tips for Choosing the Right Domain Name.
Now let’s recap and go over the tips on picking the best domain name:
- Use your brand name as a domain name.
- Don’t use exact match domains.
- Choose a .com extension
- Make it memorable so users can easily remember it
- Keep it short, 15 characters at most
We hope you now have a good understanding of how domain names are important for Digital Marketing. If you’re starting a new business or looking for a new website for existing business, then we at Elixir Consulting are glad to help you!