How does your domain name affect page rankings in today’s search landscape?

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Did you know that Google uses more than 200 factors in their algorithm to help them evaluate your website for their rankings?  These factors play a key role as to how your website will be ranked, and ultimately appear in searches conducted by your customers.   It’s important to know what Google values today in websites, so that you can optimize your site and tailor your marketing strategies to attract more customers.

Your domain name plays a role in several of the 200 factors that Google considers.  Here are a few of the ways that a premium domain name may help your search rankings, and ultimately drive more traffic to your website.

Keyword in Domain Name– While keywords in the domain name don’t weigh as heavily as they have in the past when EMDs- or Exact Match Domains-  were popular, Google looks for words in your domain name that will give them clues as to how relevant your site is.

Exact Match Domains- While we are on the subject, EMDs are only beneficial if they are high quality exact matches. What is considered a high-quality Exact Match Domain?  Stay away from hyphenated, keyword-stuffed, spammy domains when you select your web address.

Public vs. Private WhoIs Information- A private WhoIs profile in itself is not an indication that your site is low quality.  There are many reasons why a company would want to privatize their information.  However several suspicious factors together may raise flags as to the type of site or business you run. If you don’t have a great reason to keep your WhoIs information private, then don’t.

Domain Name Length- Studies have shown a correlation between long length of domain name and lower search rankings for that site.   In general, shorter is better, not just to make Google happy but it’s easier for your customers to find you online.

Domain Age- It appears that, while there is not a huge difference in a domain that is six months old vs. a year, it is clear that Google does use domain age as a factor. 


For a list of more factors that may play a role in Google rankings, check out this article.  To find a premium domain that can propel your website in search rankings, search BuyDomains’ inventory of  high quality premium domains today.

BuyDomains has an inventory of over one million domain names, most of which are descriptive and keyword-focused.


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