Picture this, you’re searching for hiking shoes and find a website called BesthikingShoes.com. You’d click on it, right? Probably, yes. That's the beauty of keyword domains– they speak directly to the user's search intent.
Notably, keyword-rich domains have a 45% higher click-through rate (CTR) than those without. This is because users tend to gravitate towards URLs that align with their search intent.
Truth is, if your page is in the #1 organic result, it is 10X more likely to get a user click than if it was in position 10. And moving up the search results by position 1 improves your CTR by 2.8%.
But it all depends on where you’re moving from. For instance, if you move from position #3 to #2, your CTR will get a substantial boost unlike moving from position #10 to #9.
With that in mind, do keyword domains still hold the weight given the shifting SEO metrics and algorithm updates?
In this comprehensive article, we explore the various keyword domains, pros and cons, and how to acquire and efficiently utilize one.
What are Keyword Domains?
Keyword domains are domain names that contain keywords about your business, products or services.
For example, if your business sells running shoes, your keyword domain could be "BestRunningShoes.com" rather than having a generic brand name.
Keyword domains vs. branded domains
While keyword domains use specific phrases associated with your product or service, a branded domain is a unique, non-generic name.
A branded domain represents your company's product or service while prioritizing your brand identity, awareness, and long-term branding. Examples of branded domains are Apple.com, Nike.com, Uber.com, and more.
Let’s look at the key differences more granularly.
Types of Keyword Domains
Keyword domains are grouped into various types, each with its own SEO and branding. Here are the main types.
Exact Match Domains (EMDs)
This keyword domain type matches an exact common search query.
For example, if someone makes a Google search for “buy red shoes,” an EMD would be “BuyRedShoes.com.”
While these domains had great SEO value before the Panda and Pigeon era, Google's EMD 2012 update lowered their ranking power, especially if they lacked high-value content.
Using an EMD will no longer give you a direct ranking advantage. Instead, focus on quality content and UX for long-term SEO success.
A major drawback of this type of domain is that it can restrict your business's expansion beyond its keyword niche.
Partial Match Domains (PMDs)
This is a domain name with keywords related to your website content and other words that define your business. It is simply a mixture of your primary keyword and other additional words.
For example, let's say you sell red shoes. Your PMD could be “RedShoesOnline.com.” Essentially, the domain aims to balance SEO benefits with flexibility and often seems less promotional.
Here’s an example of an existing PMD.
PMDs can be a high risk if you're optimizing in a highly competitive industry or one that is susceptible to algorithm updates.
This is what Google’s John Mueller had to say concerning the same:
Keep in mind that PMDs and EMDs no longer influence ranking as they used to after Google demoted their relevance. Exercise caution even if you want to do a 301 redirect from them.
Although Google doesn’t penalize their 301 redirects outright, it evaluates their quality and intent. If it detects aggressive domain acquisitions with only 301 redirects, it might strip link value or ignore the redirect altogether.
Instead of 301 redirects, the best and safest way to boost your site is to get quality backlinks.
Geo-specific domains
These keyword domains are mostly used for local SEO, targeting location-based keywords. The domain name combines the geography or location and the business category.
Here’s an example of a geo-specific domain
It is a no-brainer that users searching for local services are inclined to click on a domain with their city or region. Though this helps boost businesses' ranking potential for regional searches, expanding beyond the targeted location can be quite difficult.
Pros and Cons of Using Keyword Domains
Selecting a keyword domain may be a strategic SEO approach, but it comes with trade-offs.
While keyword domains may boost visibility, they may face branding issues and lose ranking edge due to algorithm updates.
Even so, let's take a closer look at the key pros and cons of keyword domains.
Pros
- Potential SEO boost: Since keyword domains naturally match user search intent, they help improve organic rankings, with a 45% higher CTR than those without.
- Higher relevance in search queries: A keyword-rich domain instantly implies to users that the site is relevant to their search. So, users may feel more inclined to click a site that explicitly states its purpose in the domain name.
- Easily memorable: A keyword-rich domain is easier to recall than a generic or abstract name. Take, for example, a domain like “bestrunningshoes.com.” It clearly communicates what the site is about, reducing users' cognitive load.
Cons
- Lacks long-term brand identity: Keyword domains lack uniqueness, making them struggle to compete with brand-based names. While responding to a question on domain ranking for a keyword identical to the domain name, John Mueller had this to say:
- Overuse may make a site look spammy or generic: Keyword-stuffed domains with weak content create a spam-like perception among users and search engines. Users are 75% more likely to click on links from recognized brands than generic URLs, disadvantaging keyword domains.
- Reduced rankings due to Google updates: After Google rolled out the 2012 EMD update, 41 EMDs fell out of the top 10 results. The lack of a keyword domain strategy, low-quality content, and aggressive domain monetization may magnify the impact of Google's spam filters.
Strategies for Acquiring Keyword Domains
Don't bank on guesswork when acquiring a keyword domain. Instead, combine creativity, research, and strategy for a fitting name.
We've compiled key approaches to help you find and secure the appropriate keyword-rich domain.
1. Generate relevant keyword ideas
Start by identifying the relevant keywords that match your niche, brand goals, and audience.
Here’s how to do it:
- Think like a searcher: If you were the potential customer, what would you type in the search engine when looking for your product?
- Use SEO tools: Platforms, such as Ahrefs or Semrush, are helpful when searching for high-volume keywords.
- Explore competitor domains: Successful rival domains let you understand the effective keyword structures.
- Consider local SEO: If your target is a specific region, examine geo-specific terms to help you boost your local SEO visibility.
- Avoid length or spammy names: Target short, concise, and brandable names as they perform better. For example, BuyOrganicTea.com is preferable to BestDiscountOrganicTeaStore.com
2. Use domain name generators
These suggest domain alternatives, helping you discover distinct and available domains containing your primary keyword. An example tool is the Instant Domain Search, which suggests available domain names as you type.
3. Domain auctions & marketplaces
If your keyword domain idea has already been taken, you can buy a domain via domain marketplaces like Godaddy Auction or Sedo for premium domains.
You can also use the Bishopi Fresh Drops domain tool to do a domain search for the best up-to-date dropped domains with SEO value. The tool lets you choose from a variety of expired, deleted, dropped, or aged domain names.
The beauty of this tool is that you get the necessary resources to help you make your domain buying choice from the point of information.
4. Negotiating with current owners
If your chosen keyword domain is already owned, you can attempt to purchase it directly if the owner is willing to sell it.
- First, use the Bishopi Whois Lookup tool to determine who owns the domain. It lets you find the domain registrar, registration date, registrant contact, and more.
- Assess the keyword domain's value before you begin negotiating. The Bishopi platform can help you estimate your domain's value based on past sales, SEO potential, branding appeal, and more.
- Reach out to the seller with a professional and concise inquiry about negotiating for the domain. Remain anonymous, and don't sound desperate to prevent unnecessary price inflation.
- Consider using a broker to negotiate if the owner is unresponsive or the domain is high-value.
Best Practices for Utilizing Keyword Domains
Truth is, simply owning a keyword domain doesn't guarantee SEO success. How you invest and manage it is equally important. Focus on marketing, user experience (UX), and content quality to derive maximum impact.
Here's how to get the most out of your keyword domain.
- Create high-quality content that matches your keyword research theme. Complement text-based content with videos, images, or infographics to boost views and engagement by 94%.
- Develop a comprehensive branding strategy, considering 59% of consumers prefer buying from familiar brands. You can use social media and PR to create brand authority, a convincing brand story, or a unique visual identity.
- Market and promote your keyword-driven content through email, paid advertising, and influencer partnerships. Since companies generate 67% more leads with content marketing, you should not overlook it.
- To reduce bounce rates, ensure your site is mobile-optimized, fast-loading, and easy to navigate. Keep in mind that 63.38% of all web traffic comes from mobile devices, and 53% of users will abandon your site if it takes more than 3 seconds to load.
Maximizing Keyword Domains for Success
Though keyword domains can be influential assets, they are not a magic bullet. Their true worth lies in strategic implementation in terms of quality content, marketing, branding, and UX.
Start by checking if your chosen keyword domain is available with our Domain Availablity Lookup tool. The tool gives you domain variations if your preferred domain isn’t available.
You can also contact us with any queries about your domain investment.
Frequently Asked Questions
Do keyword domains still help with SEO?
Yes, but not as effectively as they used to. Google’s algorithms now prioritize UX, content quality, and backlinks over EMD.
What’s the difference between a keyword domain and a branded domain?
A keyword domain contains search terms people often use, while a branded domain uses a distinct brand identity. What’s more, keyword domains focus on search relevance, while branded domains have a long-term outlook.
Are keyword domains better than branded domains?
Not necessarily. The choice depends on your website's goals. If you want to create stronger trust and loyalty in the long run, use a branded domain. But if you wish to quickly boost initial visibility, then a keyword domain fits the bill.
Can I rank well without a keyword domain?
Yes. Many highly ranking sites do not even use keyword domains. The distinguishing strategy is to publish high-quality content, build strong backlinks, and optimize your site for SEO.
Should I buy an existing keyword domain?
If the keyword domain has strong backlinks and a clean history, it can give you an SEO head start. But if it has irrelevant history, spammy links, or penalties, then buying it will do you more harm than good. The key is always to do your due diligence.
Originally published at: bishopi.io
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