The selection and registration of a domain name involve considerations beyond simply securing a web address. While domain age itself is not a ranking factor, aspects such as domain history, top-level domain (TLD) choice, and domain name simplicity can influence SEO performance and brand perception. This article summarizes key considerations for U.S. businesses regarding domain selection, registration, and ongoing management, based on available data.
Domain Name and SEO Impact
The data indicates that domains matter for branding and SEO by establishing credibility and trust. Businesses utilizing custom domains, such as example.com, are perceived as more legitimate than those using free subdomains. The length of a domain name can also impact performance; research suggests a 2% reduction in traffic for every character past the seventh. Avoiding hyphens and repetitive vowel or consonant sounds is also recommended for optimal performance.
While a .com domain does not directly affect search engine rankings, it is the most trusted and memorable extension, accounting for 33% of memorability compared to other top-level domains. However, extensions like .co, .us, and .net can also garner audience trust. The choice of TLD should align with branding, SEO, and audience targeting. As of late 2024, there were 362.3 million TLDs registered globally.
Domain History and Reputation
Prior to registering a domain, checking its history is crucial. A domain with a questionable past may be penalized by search engines, complicating future SEO efforts. The source materials do not specify what constitutes a “questionable history,” but imply that previous negative associations could be detrimental.
Registration and Renewal Considerations
Domain registration is typically calculated yearly, with renewal costs often exceeding initial purchase costs. Domain redemption is possible if a registration is missed, but usually incurs significantly higher fees. Uptime is also a critical factor, with a minimum of 99.9% uptime recommended for both web hosting and domain registration services. A 60-day lock is implemented after changes to domain owner information as a security measure to prevent unauthorized transfers, though opting out may be possible.
Technical Aspects of Domain Management
Managing a domain involves understanding technical concepts like name servers, A records, and MX records. Customer support from the domain registrar is vital for navigating these complexities and addressing potential security concerns. Domain privacy is also a consideration, and specialized domain-checking tools can assist with availability checks, suggesting variations, and ensuring secure management.
Domain Authority and Evaluation Tools
Several tools are available to check a site’s domain authority, including Moz, Backlinko, Ahrefs, Semrush, and Majestic. These tools provide metrics to assess a domain’s strength and potential ranking capabilities. The data does not specify how these tools calculate domain authority, only that they exist as resources for evaluation.
Choosing a Domain Registrar
When selecting a domain registrar, factors to consider include uptime (aiming for 99.99% or better), customer support, and domain redemption policies. Porkbun, Cloudflare, Spaceship, and Namecheap are identified as registrars that generally meet these criteria.
What Happens to Expired Domains?
Once a domain expires and is deleted, anyone can purchase the registration. It is generally not possible to reclaim an expired domain unless the new owner is willing to sell it, and even then, legal recourse is rare except in cases of copyright or trademark infringement.
Finding Affordable Domain Pricing
Domain name prices fluctuate, and some companies offer low initial rates with significantly higher renewal costs. Comparison tools, such as the one offered by get.shop for .shop TLDs, can help identify the best balance between initial and renewal pricing.
Subdomains and Multilingual Websites
For multilingual websites, utilizing subdomains (e.g., fr.example.com) can be beneficial. However, for single-language sites, subdomains like blog.example.com are generally less effective than using a subdirectory (example.com/blog).
Conclusion
The provided source materials emphasize that while domain age is not a direct ranking factor, careful consideration of domain name simplicity, TLD choice, and domain history can positively influence SEO and brand perception. Maintaining consistent uptime, securing reliable customer support from a registrar, and understanding basic technical aspects of domain management are also crucial. Businesses should prioritize selecting a domain name that reflects their brand, is easy to remember, and has a clean history.