Thursday, October 11, 2012

Choosing the right domain name for your company

It's a question that we get asked frequently. New businesses start up and these days the very first thing you do is register a domain name. Probably before you've even checked to see if the company name is available.

Over the last couple of years I have seen more and more domain names selling for extraordinary prices.
To give you an idea:

.co.za domain name prices:

  1. finance.co.za - R400 000+
  2. creditreports.co.za - R50 000+
  3. searchengineoptimisation.co.za - R5000+

.com domain name prices:

  1. sex.com - $13 000 000
  2. porn.com - $9 500 000
  3. beer.com - $7 000 000
So why is it that these domain name prices are so high and what is it that makes the domain costs super pricey. Well in the good old days, if you owned the exact search term i.e. finance you eventually with a little bit of SEO and some good solid content on your site would rank 1st for the term "Finance".

It also used to be the case the alot of people, before the introduction of Google used to type exact match terms into their web browers i.e. www.finance.co.za. However with the introduction of Google this became irrelevant and people started using search engines to find what they were looking for.

So companies were paying and still are paying for the "search term" rankings.On the 28th of September 2012 Google released the newest Penguin update. Exact Match Domain update which dropped the exact match domains that did not have enough domain authority or Google authority to rank.

So people who were relying on domain names to give them rankings, have been given a whack on the side of the head and basically fall into the same category as other domain names. See http://searchengineland.com/low-quality-exact-match-domains-are-googles-next-targect-134889

So what does this mean for companies who are deciding what domain name to choose?

Well, we do know that Google's now starting to put alot of emphasis on BIG brands. If you're a brand in Google's eyes, the chances are you'll rank better than a non brand or an exact match domain. For a new .com domain name roughly $15 a year. For a new .co.za domain name R100 a year


The trick is getting Google to think you're a BIG brand. If you can get that right you can rank for anything.
So:
  • Should you be wasting money on exact match domains?
  • Is it worth it these days?
  • Why not register a cool funky name i.e. Google and build a brand online?
Let me know your thoughts?

2 comments:

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