Use Of The Domain Name In Search Engine Optimisation

Many of the largest search engines in the world

, including Google, Yahoo and Bing, still look to various domain level factors when processing how websites should be positioned in the Search Engine Results Pages. Since the dawn of time SEOs have been looking for ways to gain an advantage over the major search engines and a lot of these advantages can be applied by using creative URLs, exact match domain names and domain extensions. This article will go into more information about the domain name and URL structures as they are applicable to SEO, and give some useful practical tips for best practice implementation.

One of the most important considerations when it comes to domain names is the exact match keyword that features in the domain name itself. Google likes to promote or elevate a website based on the domain name itself. For example, registering the domain name football.co.uk could potentially give this particular domain/website a boost in the SERPs around its main brand term Football. Its often best to apply this strategy to local domains e.g. .co.uk or .org.uk if you are targeting a specific geographical location.

Another useful pointer when it comes to domain names is the possibility that any authority contained in a domain name will pass onto a new registrants website if they register the domain name upon its expiration date. There is much debate in the SEO community as to whether this is actually the case; its clear that Google crawls WHOIS information to gain an edge on the movement in the domains sector, however its not clear whether or not the authority built up in a domain is cancelled on said domains expiration date. Taken from a common sense approach, it would be possible to re-map the domain against its previous URL structure this could signal to Google that the site dropped by accident and was merely re-registered by the previous owner. This information can be obtained through using the Wayback Machine at Archive.org.

by: Mark Jang

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