The Domain Name Association (DNA) recently asked Web Traffic Advisors, supported by analysis by Kevin Rowe of Rowe Digital, to conduct an independent study, Hidden Advantages of Relevant Domain Names, to answer the following question:
Domain name extensions, especially meaningful or relevant domain name extensions (e.g. .Club, .Online, .Rocks, .Today), can they have the same opportunity as traditional or more generic extensions (e.g. example. Traditional .Biz, .Com, .Info,. org)?
The answer is yes! Businesses that want to compete for search engine visibility, whether organically or through paid search, are finding that they can do so with keyword-rich domain name extensions. By using a relevant domain name extension that more directly matches (both left and right of the dot) frequently searched descriptive terms, you can speed up search rankings. To view the full infographic and report summary, click here.
The main point to remember is that keyword-relevant domain name extensions are on a level playing field when it comes to organic search performance. Additionally, relevant domain name extensions required fewer inbound links to rank in the first search pages than their traditional and more generic .Com counterparts and related counterparts based on the case studies and keywords reviewed. .
This discovery is a pretty big revelation from a search engine optimization (SEO) perspective, as there has been years of speculation and even research around the idea that having the keyword in it is. ‘URL itself is useful. While there has always been a lot of evidence that points to this conclusion, it has been a bit difficult to confirm that a keyword-relevant domain name extension would be useful in search rankings as well.
Many marketers preferred to stick with a traditional domain with a keyword to the left of the dot such as healthinsurance.com, rather than a domain name extension such as health.insurance with keywords on both sides of the point. However, the study confirms that keyword-relevant domain name extensions do very well without having to create the same amount of inbound links generated by keyword-rich web pages, content, and social media.
So how is it possible that new relevant domain name extensions can rank so well for high volume keyword searches and also have visibility for associated modified terms? Here’s why:
Good rankings can be achieved by domains with relevant extensions with a lower ‘domain authority’, which is a scoring system developed by several technology companies serving the industry that is used to measure relative count and quality. links to a website’s domain name from pages on other sites. The relevant domain extensions in the study had a low domain authority, an average of 4, but they ranked with almost equal scores to more established domains with a much higher domain authority. As a result, unique and relevant domain name extensions frequently rank on the first pages of search results alongside .Coms, which have a domain authority average of 33, according to Rowe Digital Research.
This means that relevant domain names have the opportunity to rank well in categories with less overall domain authority and inbound links than traditional extensions vying for those first pages.
Collectively, the research looked at four case studies that form a sample set spanning different industries including business-to-business, retail, sports and entertainment. Each is competing for very high volume keywords targeted by marketers that search professionals bid on for paid search.
For example, Seo.Agency, one of the four case studies (see figure below) is unique because the domain name extension itself is made up of very competitive keywords. According to the research, Seo.Agency was able to establish high relevance for this term and maintain its ranking on the first three search pages with only 30 qualified keywords, thus attracting the attention of the 2,000 searches performed. each month. The rankings achieved for the search term “SEO agency” place it on exactly the same playing field as the top 10 “pay-to-play” sites and other agencies generally rank in the top five for this word search. specific key or those very closely. relevant, like “SEO New York agency”, for example.
While all the websites related to SEO agencies in different top level domains compete very well for terms related to SEO agencies and business (see figure below), they obtain their ranking thanks to different strengths.
Seo.Agency has 26 inbound links and derives its ranking strength from its keyword relevant domain name. Other domain name extensions related to “SEO agencies”, like Clutch.co and Topseos.com, generate more inbound links (10,188 and 31,106 respectively) from content, web pages and social media to rank in the same first page search locations.
According to the study, Seo.Agency saves around $ 3,000 per month in cost-per-click advertising (the keyword “SEO agency” costs around $ 25 per click through “Pay-Per-Click” in Google AdWords).
Another example, Diamonds.Pro, can compete with websites that spend hundreds of thousands of dollars for paid search positioning in search engines.
The study found that the keywords Diamonds.Pro would rank for would cost US $ 236,000 per month based on the estimated 114,000 organic clicks obtained if the brand bought the clicks using Google AdWords.
However, by providing useful content for those engaged in the diamond buying process, Diamonds.Pro also ranks well for many additional diamond-related search terms. The domain has garnered nearly 1,000 external links from other websites, which means a ‘two-for-one’ value from an SEO perspective, gaining both relevance and authority, or ‘trust “.
Today, there are over 1,000 options for domain name extensions. This creates the opportunity to add meaning and relevance on both sides of the point, which can lead to getting rankings in a cost-effective and organic way. So if you’ve spent thousands of dollars on an ad campaign and want to add a unique domain name to draw attention directly to your URL, a relevant domain name extension might be just what to add. to your digital marketing strategy.