20 Mar, 2017
What’s there in a website URL?
A lot, in fact. There is more to website URLs than most small businesses are even
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
An "Exact Match Domain” (EMD) is a website URL
that exactly matches a popular search query. For example, "findyoga.com”
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
4. Make your domain "WhoIs”
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.
Got Questions? We are here to help. Email us at firstname.lastname@example.org