SEO is a multi-faceted process with a dizzying array of contributing factors. As a business you have to consider everything from PPC and keyword research to content generation and your Google Business Profile (formally Google My Business profile).
But what about your website domain name? *Silence ensues*…. I take it by that blank response that you weren’t aware that your domain name can impact SEO? Don’t worry – from experience I find that it’s typically the most overlooked aspect of SEO, and most people don’t realise that choosing the right domain name is important.
It’s not game-changing by any means, but as you will see below, there is a little more to choosing a domain name than picking something that sounds flashy. Buying a domain name can have a positive SEO impact.
Understanding Domain Names and How They Work
Let’s enjoy a little internet lesson first and dissect what a domain name is and how one works. First, if you’ve never heard the term “domain name”, it simply refers to your website address.
Domain names are how we distinguish different websites and access them on the internet. Each domain name is composed of four parts:
- Protocol – usually Http:// – this is the underlying protocol used to transfer website data.
- Subdomain – usually www. – this is used to show the location of your domain, and in this instances www. Means the World Wide Web.
- Domain Name – this is the main chunk of a website address and is what we are concerned with for SEO purposes. It’s most commonly the business name or something to do with what the business or person does.
- Top–Level Domain – something like .com or .co.uk – these top-level domains are mainly used to show specific country associations or associations with specific organization types such as .edu (education), or .gov (government).
To give you a real example, let’s look at our, Key Principles, domain name:
https://www.keyprinciples.co.uk/
First, we have https:// which shows that the secure HTTP protocol is being used. We then have the subdomain of www showing that the website is directly on the internet as its own contained thing. For this web address, keyprinciples is the domain name and this is simply our business name. Lastly, the co.uk. shows that we are a business based in the UK.
How to Buy a Domain Name for Your Website?
There are three ways to buy a domain name and which one you use depends on the status of the domain name you want, how your website is currently setup, and the level of control you want over your domain name:
- Buy the domain via the web hosting/eCommerce platform your website is hosted on.
- Buy the domain directly from a registered domain name company.
- Buy the domain name from the current domain name holder.
The simplest method is buying a domain name directly from your web development or eCommerce platform. Platforms like Shopify and Wix can purchase domain names from domain name registrars on your behalf. There is usually an option to do this when you subscribe to the platform or purchase a plan with them. This is incredibly easy for beginners, but a minor drawback is that you don’t own the domain but merely “rent it” from Shopify.
If you want full control over your domain name and to be the sole owner, I recommend buying it directly from a domain name registrar. Examples of domain registrars include GoDaddy, Bluehost, NameCheap, and Google Domains. When buying a domain name from a registrar, you become the official owner of it. You can then link your website to that domain via the web development platform you use.
Lastly, perhaps the domain name you want is taken but not currently being used. In instances like this, you could attempt to contact the domain owner to buy it from them. This can be done via domain name auctions sites where inactive website addresses are traded.
Buying a Domain Name vs. Using a Subdomain
It’s important to understand the difference between using a subdomain and domain name for SEO and for your brand identity. Let’s say that your business is called Smiths Gardening, and you are based in Nottingham. You purchase a plan from Shopify which means your domain name could be something like:
smithsgardeningnotts.myshopify.com
This is subdomain address. The .myshopify suffix shows that your website is a subdomain of the Shopify eCommerce platform. If you were to buy your own domain, it could look like this instead:
smithsgardeningnotts.co.uk
The .myshopify.com part is cut out and I believe this looks infinitely better. It is more professional and cohesive and makes your business seem more legitimate. Other platforms like Wix and Weebly typically use a subdomain system like this too unless you purchase a separate domain name.
Domain Name Considerations for SEO Purposes
Now that you have a clear understanding of domain names, how they work, and how to buy one, we can look if they have any benefits for SEO. There are several factors to consider for this including how Google treats domain names, and how changing your domain name can affect SEO.
Is Your Domain Name a Direct Google Ranking Factor?
This is complicated as Google states that your domain name does and doesn’t impact search engine ranking! In their ranking systems guide article they explain that they use an exact match domain system which means that the entire domain name is scanned.
However, this is exact match system is used to work against people trying to beat Google. They state that if you create a domain name that is obviously a specific match of a keyword phrase, such as “best-digital-marketing-in-Nottingham.co.uk”, Google will actually give the site less credit, i.e. it will harm your search engine rankings.
What does count as a ranking factor for Google is the individual words used to create the domain name. This is why you will often see keywords or local SEO keywords being used in domain names together with the business name.
What Factors of a Domain Name Impact SEO?
As mentioned, Google does consider individual words within your domain name for search engine rankings. Other important domain name factors to consider include:
- Memorability.
- Length.
- Keyword usage.
- Brand-identity.
Ideally, your domain name should be memorable. Something that sticks in the viewer’s mind and is easy to remember.
Also consider the length. I’ve done research on this and the consensus on the ideal domain name length appears to be between 6-15 characters long. Keep your domain short and snappy and within this length where possible. Long domain names are difficult to type, remember, and use.
Keyword usage is THE most important SEO factor for domain names. Where possible, try to incorporate a primary keyword into your domain name. This could be your location, your main product or service, or something relating to the industry your business is part of.
Lastly, consider brand identity and how the domain name reflects on your image. Does it effectively convey what your business does? If someone cannot look at your domain name and either understand that it’s your business name, or what your business does, perhaps it’s not the best choice.
Can Buying a Domain Name Negatively Impact SEO?
Yes! But not necessarily because of the domain name you chose. Instead, swapping your domain name can negatively impact SEO because of issues with domain name migration. This is because before you buy a domain name, your SEO results will be based on the old domain name – all URL will point to this, backlinks point to this, and you probably have an internal linking structure too.
If you don’t migrate your website and content to your new domain carefully, it can result in the following errors:
- Broken internal links.
- Spelling and grammar mistakes due to mentions of old domain name.
- Broken external links and backlinks.
- Confusion for customers.
- Issues with analytical tracking widgets and data.
You have to be thorough when it comes to updating your website URLs to reflect the new domain name. Consider using a broken link checker to make sure that once you have transitioned to the new domain, your links still work. This will include contacting any external sites you have backlinks on to update them, or to create redirects.
It’s also vital that you update any data tracking widgets such as those used by Google Analytics and Facebook Ads so that the information can still be obtained.
Understand that initially after buying a new domain name, your SEO could hit a temporary snag. However, providing you migrate your website properly, it will recover.
Which is the Best Top-Level Domain for SEO?
I’ve seen many people state that .com is the ONLY top-level domain you should consider for your business. From experience, this isn’t true. Certainly, .com is THE most recognisable top-level domain on the internet, but it doesn’t give any weight to search engine rankings.
When choosing a TLD, I advise thinking logically and choose one that fits either your business type, or location.
For example, our domain is .co.uk – this is because we are located in the UK, and predominantly work with UK-based businesses. It gives Google a clear indication of our target market. In contrast, perhaps you have a business based in the UK but you have a global customer base. In an instance like this, .com could be the better choice to show that you are an international business.
Having Your Own Domain Name is Always Preferable for Your Business
If you want any additional advice about domain name choices or migration, please contact us and we can use our experience to assist.
Regardless, I recommend investing in a domain name if you are currently using a subdomain from your web development or eCommerce platform. As you can see from the above, choosing the right domain name that includes keywords and geographical information can have a positive impact on SEO.
Not only that, but I think that a domain name makes your business appear more professional and complete. You can be proud of your website address and promote your business without feeling embarrassed because it’s got a suffix like myshopify.com. A unique domain name makes your website feel complete and its own entity, and I think that is incredibly satisfying!
If you would like any help with your SEO or anything else related to your digital marketing, we can help. Contact one of our friendly team members at: https://www.keyprinciples.co.uk/contact/, you can call us on 0115 880 0211 or alternatively, you can email us at: hello@keyprinciples.co.uk.
