Domaining, or the practice of buying other domains for SEO purposes used to be popular. That was because it worked. Now though, particularly since it is difficult to get relevant domains as .com, but also because of changes in search engine algorithms domaining is not as effective as it once was.
Does this mean we should all give up on domaining? Not at all.
Here are 5 reasons why domaining is worth doing.
1. Domain Typos
As an example let’s say I had a site called wortley.com. Wortley happens to be my surname. The trouble with it is that hardly anybody on the planet can spell it properly! In Ireland the most common mis-spelling is Worthley. So if somebody was to try and find my site, then typing in www.worthley.com would return them precisely nothing.
So if your company name is prone to typo’s then buying similarly named domains that people may type to get to your site makes sense. You just redirect them to the correct site.
2. Your Company Name Is Often Shortened to Initials or has the word “and” in it, or other confusing letters.
If my company name happened to be Wortley and O’Connor Ltd for some inexplicable reason, then it is not going to be readily obvious what my website is going to be. Is it woc.com, wortleyoconner.com, wortleyandoconner.com or even wortleyoc.com?
For this reason I will never name a company in this way. Particularly since nobody can spell Wortley in the first place and the apostrophe in O’Conner sends people into a state of utter confusion.
If I was stuck with that as a company name I would be well advised to get all versions of it though.
3. .com or .ie
If my site was wortley.ie then (assuming people have learned how to spell it) how many people would type in wortley.com first? A lot. People assume .com endings. You may notice that this site does not have the .com version. You may also be amused to note what happens if you type in http://www.seotraining.com
If you do you will notice that you are redirected to a .org domain. (probably won’t notice that first though).
If it is possible, then getting the .com, .net, .org and .ie versions of your site makes sense. One other good reason to do this is that nobody else can come along and set up a near duplicate site to yours. Imagine if your business is an online shop with a .ie domain name and somebody comes along and sets up the same domain name with a .com ending. They could make the site similar looking to yours and sell similar products. You would lose business.
4. Keyword rich domains
If you are in Ireland and do a search for SEO training then you will find that this site comes up at the top of google. Why is that? Well the domain name is seotraining.ie, the subject matter is SEO training and generally you will find references to search engine optimisation creeping into nearly every post.
I am using this domain to target those keywords. My main site http://www.webshed.ie has no reference to seo in the domain name and it would be a lot harder to make it rank for that.
I have heard a lot of “professional SEO consultants” say that it doesn’t work anymore. Well it does for this site (and a few others I have). Also I have not put any effort at all into link building to this site. It is all about the content.
5. Company Rebranding
My last post was about rebranding your website. If your company is taken over, does a merger or simply wants to rebrand what happens to your website? You will still have visitors going to the old domains. You need to redirect that traffic to your new domain.