Five Things to Note before Buying Your Small Business Website URL

20 March 2017


What’s there in a website URL?

A lot, in fact. There is more to website URLs than most small businesses are even aware of.

A well designed website URL can get your small business website a lot of customer traffic from your local area. On the other hand, a poorly conceptualized website URL can effectively keep your business out of search results.

Here are five things to note before you buy a website URL for your small business.

1. Add actual business or product keywords in your URL

Other things being equal, a website URL with your actual business or product in it will get higher rankings than others. Your small business website will rank even higher if the URL starts with the actual business or product.

If you own a legacy URL which you cannot change, then the next best thing to do is to build sub domains which start with the business or product keyword in the URL.

If you happen to have these keywords in both your small business website URL and your sub domains, then you have a force-multiplier effect at play. Expect higher rankings.

2. Ever Heard of an "Exact Match Domain"?

An "Exact Match Domain” (EMD) is a website URL that exactly matches a popular search query. For example, "” exactly matches the search phrase "Find Yoga”.

EMDs are a shortcut to top search rankings, but only if you have built a high-quality website around it. Otherwise, the new Google Algorithm will penalize your small business website and you may find your search rankings going down.

3. Always register or renew your small business website domain for 3 years or more

One of the factors used by Google to measure the authenticity of a website is the length of time the website URL is registered for. Domains registered for shorter lengths of time are often categorized as illegitimate doorway domains.

Registering for 3 years or more not only gets you a better price for your domain, but earns you valuable points with Google too.

4. Make your domain "WhoIs” information Public

Google views domains with private "WhoIs” information as domains with "something to hide”. Public "WhoIs” information is one of the factors used by Google to ascertain the legitimacy of the website.

Unless you have compelling reasons to do so, never hide your "WhoIs” information. In fact, use your "WhoIs” information to make it easy for prospective clients and partners to reach your small business.

5. Domain History Matters

Keep your website humming all the time. A consistent domain history keeps you in good standing with search engines.

Avoid getting penalized by search engines. Once you are penalized, that record stays with your small business website domain history and will be a negative influence on your search results for a long time, even when the factors that led to the penalization have been removed.

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