January 8, 2016

Do I need to buy an SEO domain name to rank on search engines?

Uncovering the Dirty Secrets of the SEO Industry Mini Series

One specific tactic that SEO agencies use to obtain higher positioning on search engines is to purchase and promote what is known as an exact match domain or SEO domain.

Some examples of an exact match domain would include:

  • com.au
  • com.au
  • This-Domain-Will-Get-Me-On-Google.com.au

Is this still a valid tactic to boost your search engine visibility? In short, no.

Why Google No Longer Favors SEO Domains

In September 2012, Google released a search engine updated known as the EMD Update (Exact Match Domain Update) to filter out poor quality sites from search engine results that were ranking purely because the domain name matched a search term.

So where does that leave business owners that want to dominate search results? The answer lies in these two key statements made by Eric Schmidt and Matt Cutts that provide insight regarding where Google wants companies to head towards.


Statement from Eric Schmidt
“Brands are the solution , not the problem … brands are how you sort out the cesspool”.

Statement from Matt Cutts
“We actually came up with a classifier to say, okay, IRS or Wikipedia or New York Times is over on this site, and the low-quality sites are over on this side”.
It is clear from the statements above that building a brand is how Google determines whether you stand out from the pack or whether you remain in the search cesspool.

When it comes to your domain name, we recommend the following:

  • Pick the common domain name extension for your country. For Australian businesses, we recommend .com.au
  • Ensure that your domain name is memorable. Your domain name should be easy to remember
  • Easy to spell. Avoid domain names that are hard to spell. If you decide to have numbers in your domain name, be sure to purchase the domain name with the number spelled out. eg. mybusiness123.com.au as well as mybusinessonetwothree.com.au
  • Keep it short and simple. Domain names with 1 or 2 words are better.
  • Be unique – You are never going to build a brand by copying your competition!
  • Be relevant and sound like an authority – Your domain name should clearly communicate what your business is about and sound like the definitive website on your chosen topic.

Remember the Golden Rule in dominating Google: Create websites and content for your customers and end users rather than for Google.