Loading ...One of the more common pieces of advice about web domains is that the older the domain is, the better it will be for SEO. This is mostly true – but only mostly. Some of the much-vaunted benefits of an older domain won’t apply in every case. Considering the fact that older domains can be as costly as real-world prime real estate, is an aged domain really worth it?
Older, established domains can fetch a pretty price in the online real estate market. As time goes by and good domain names become scarcer, established domains are increasing in value quite naturally. Add to that the search engine optimisation advantages of an established domain, and some domains become worth a small fortune.
Before investing in an established domain, it’s important to assess what its real benefits are going to be for your business. It can be a good idea to talk to an SEO professional before such a move, and you can talk to our experts at SEO Consult Australia. As a beginning, though, here are some of the more common benefits and some of their hidden drawbacks:
- Established reputation: The main reason to invest in an established domain is its established reputation. The search engines are relying more heavily on a site’s history when deciding on rankings. This is because a history can’t be faked. Businesses that buy established domains, however, are essentially trying to fake their own history. There is some debate about the worth of the history of an established domain when it changes owners. There is also a risk that the domain up for purchase is not as reputable as you’ve been told.
- Link equity: Another major reason businesses invest in established domains is to transfer some of the link juice to the new site. There is only the chance of this happening if the old links are topically related to the new pages. There is also a significant chance that the search engines will dump the link juice completely, at least over time.
- Market monopoly: Some businesses buy out major domain names in their industry to force out competitors. While this sounds like a great idea, it involves a lot of spending for a dubious outcome. After all, competitors can establish on other domains.
- Keyword acquisition: There’s no denying that there are more businesses on the net every year. It’s getting harder and harder to find the right keyword-based domains. Embedding your keywords in your domain name does have the drawback that you can’t change keywords.
Investing in the future
One answer to the domain problem is to acquire desirable domains now, and maintain them until such time as you need them. There has been talk about measures to prevent businesses from purchasing domain names for this reason, as it results in a lot of unused names, but any such measures would be fairly easy to circumvent with a place-holding site. If you feel domains are going to be a significant problem in your business future, this is one option to consider.
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Tags: Keywords, Search Engine Optimisation, SEO, SEO Consult Australia
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