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Keyword Domains: Still SEO Gold?

Photo Credit: Domain Name Extensions by Tristan licensed under CC BY 2.0

SEO is a dynamic world, and trends dissipate on an almost daily basis. Keywords themselves are a perfect example; in many ways, they’ve been under attack recently, no longer as powerful as they once were. So does that mean domains that feature keywords are falling out of favor
as well?

An SEO software company called ‘CanIRank’ says absolutely not. While many mainstream SEO experts are touting that the power of these expensive commodities has dwindled, new research from CanIRank disputes these claims in a major way. In fact, they state that even if Google has been scaling back on giving a boost to keyword domains, their power hasn’t lessened.

Why? Because according to their research, the inherent power of a keyword-centric domain doesn’t even need Google for validation; these quite often hold their own no matter what Google’s algorithm prefers. According to the study, “people are more likely to use relevant keywords as anchor text when they link to a keyword domain, which holds a lot of weight.”

If you’re a startup pondering the conundrum of a domain purchase, the CanIRank study unequivocally says a keyword URL is integral. They state that the average keyword domain purchase is just $2,000, which “can be calculated against link building and traditional SEO efforts to determine which combination of tactics will provide the best ROI.”

What Makes the CanIRank Study Uniquely Powerful

So how does a new startup’s study stack up against the opinions of many other SEO experts? For one, they have math on their side.

CanIRank approached this research in a different manner than most other similar studies. As a rule, previous studies would only examine the impact of a single ranking factor, looking at the correlation between high and low rankings against this one consideration. And quite often, this involves the almighty backlink.

But as anyone who has attempted SEO knows, search engine algorithms are far more complex. But in CanIRank’s words, what’s most important is “a series of intertwining classifiers trying to determine e.g., what type of site we’re dealing with, how quality the page is, and how authoritative the site is in that topic area, and whether or not the page is spam. Each individual factor is simply another piece to the puzzle. An apt metaphor is a blind man trying to identify an elephant: How large is it? Does it have a tail? Does it have a trunk?” Instead of single correlations, CanIRank looked at the relative impact of multiple ranking factors, creating a more “nuanced” story, with results that feel a lot more compelling and trustworthy.

The Stats That Indicate Keyword Domains are Still Must-Haves

In CanIRank’s comprehensive study, the following key findings were crucial in their analysis of how important keyword domains still are. For starters, they found that keyword domains still rank, on average, 11% higher than brandable domains. In addition, these points were highlighted:

  • Brandable domains needed an average of 40,000 more links to hit #1, and 35,000 more links to reach the Top 10
  • Brandable domains needed 69% higher Domain Authority and 22% higher Page Authority to rank in the Top 10
  • Keyword domains were able to hit #1 with half as much content, and only using the keyword half as frequently
  • Looking at all Ranking Factors, it’s clear that keyword domains rank more easily due to higher Website Relevancy and Website Ext Relevancy scores

This study emphasizes that when you look at rankings based on a single correlation, keyword domains don’t necessarily hold much weight anymore. Yet this simplistic view is vastly misleading. CanIRank outlines the importance of keyword domains this way:

“Websites built on keyword domains naturally attract more keyword-relevant anchor text, one of the oldest but still most influential ranking factors, and something that happens only rarely for brand sites. In addition, websites built on keyword domains tend by their nature to be highly focused on the keyword topic, and at least some of this relevancy may be attributable to the domain name. In many ways, small, focused keyword websites are a crucial part of Google search result pages that seem to always feature the same half dozen big brands. They provide necessary domain diversity, and it’s hard to argue that an entire website focused on a topic doesn’t provide better information than a single page of content written by a non-specialist on say, CNN or the New York Times.”

Is a Keyword Domain Right for Your Business?

Even with this powerful data, keyword domains aren’t necessarily a must for every company. They are, after all, one tool in a marketing strategy’s toolkit, and balance is the secret to success. If you score high on the following attributes, a keyword domain may not move the needle much more:

  • PR
  • Affiliate programs
  • Brand awareness and expansion
  • Social media

In other words, how much heavy lifting do you expect your keyword domain to take on? If you’re already adept at various other means of marketing and SEO, you can afford to get a brandable or more esoteric URL. If you aren’t strong in the methods listed above, however, a keyword domain still has the power to boost your rankings. It all depends on the cost of the domain you have in mind, and how much power it will lend to your overall marketing strategy.

What has your experience been with keyword domains? If you have one, how essential to your success does it appear to be?

About the author

avatar

Tina Courtney

Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile

45 Comments

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  • Yes its true keyword domains is still SEO gold. Main keyword on the url its really matter. Thanks
    for sharing great information and knowledge about the SEO.

  • Great info, thanks for sharing! I suspected as much after starting my most recent blog which is a keyword domain I actually managed to get for free (I know – very jammy!)… After only 30 days of blogging, it ranks at 19,000 on Alexa. 🙂

  • My wife and I have a music licensing company and we chose to go brand instead of keyword. We do our own SEO so we know how much it takes for a branded websites to rank. We have to fortify all of the sharing of our music with hashtags that point to our site and our keywords.
    It is work but building a brand is better if you have the time and know how to get them web juice. We are learning everyday new ways to effectively use SEO.

    Thank you for a wonderful article.

  • Thanks for the incredibly useful article I have been telling clients that a domain no longer carries any weight. It’s really nice to see the facts backed up by some figures as the world of SEO is usually ruled by interpretation alone.

  • Domain sebagai kata kunci memberikan hal yang fokus dengan tujuan dan bekerja dengan baik.

    Best Regards

    • I thought the Panda / Penguin updates were meant to punish/lower the value of exact match domains?
      Lately, I’ve seen low-quality websites ranking in the top position for tough keywords. Your research seems to be correct.

  • In my own recent experiences, I have seen keyword domains do rank faster than brand domains. But, at the same time, you need to deal with such domains with kid gloves and keep feeding high quality content that are visitor centric so that it survives Google’s prying eyes.

  • This actually makes me feel much better. Even though my main website is a brandable domain, I still have a lot of websites that have keyword match domains and was concerned to see if they would be affected. Really nice facts! I stop creating them anytime soon, thats for sure.

  • keyword domain is good, but on the basis of good content as well, if one may interpret the site will disappear from Google SERP. many cases I have handled for keyword domain, they do not get anything, because they do not have good content and finally they destroyed and come to me

  • Excellent article – Keyword domains still hold value over branded domains. Most of my clients with keywords in their domains are ranking higher organically and are attracting links naturally.

  • Funny, I checked one of the sites that was mentioned on Canirank’s site bestyogadvds.net on Semrush. Bestyogadvds rank well for a while for a lot of keywords, but their rankings dropped. They still rank well, but mostly for low volume keywords.

    They stated they helped the site to outrank Amazon,eBay, and Wal-Mart.

    I also find it unique it was started by the former ceo of Sedo. Domains seem to be his business and he probably got something to do with sedo.

    I would like to know what’s the price for this service and independent studies on their case studies and their services.

  • Hi Tina.

    I certainly think they are strong in the UK SERPS, for almost every sector looking at the results there seems to be an exact match domain on page one.

    So much for Google turning these down like Mr Cutts said a while ago.

    Ta.

    Andy

  • Exact match domain has been a big help in the growth of our company. Lot of intangible factors that are positives- well beyond SEO only benefits (which as the study mentioned, are still quite real).

  • I thought the Panda / Penguin updates were meant to punish / lower the value of exact match domains?
    Lately I’ve seen low quality websites ranking in the top position for tough keywords. Your research seems to be correct.

  • I still believe keyword domains have some revalency to an SEO compaign, however, it’s one of the many factors to take into consideration.

    From past experience as an SEO specialist, quality content and high PR backlinks are most important to obtain a high SERP.

  • I don’t think ON-Page SEO is more essential now but off page SEO is still effective.BTW nice post. 🙂

  • I believe that keywords domains are still seo gold but they are hard to find now days because of lots of peoples are getting addicted of these EMD domains

  • Interesting article. I still believe Exact match domains have a plus over other websites.

    Of course the quality content and good link structure is a must

  • I think it’s well know that a domain containing your targeted keywords tends to perform more effectively when a search for that specific term has been carried out. For example, a search for ‘SEO Derby’ finds http://www.seo-derby.co.uk in 1st place, which I think speaks volumes.

  • Interesting article. I still believe Exact match domains have a plus over other websites.

    Of course the quality content and good link structure is a must

  • I heard that with new Update in Google Algo there is no requirement to insert your keyword in your domain.
    Is this true?
    If it is then please correct me, I would like to hear from you guys. Thank you.

  • It has been my experience that I have the most success (faster/sustained rankings) when the brand name is mixed with the main keyword in the domain name ie: Brand + Keyword. I caution clients against ‘keyword only’ domains.

  • Keyword domains still hold value over branded domains. Most of my clients with keywords in their domains are ranking higher organically. But content is king, any reliable content will affect the SEO ranking. I found the article to be very informative.

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