Mediarun Search Marketing News

Keyword-laden domain names are no longer a top search engine marketing priority

August 4th 2010

Search Engine Optimisation News

The ever-changing world of search engine optimisation can cause a number of problems for small and medium-sized enterprises. Any company that cannot afford to have a full-time search engine marketing expert on their roster can quickly fall foul of subtle changes to Google's search engine algorithms. When the world's most popular web portal decides that mobile rendering or keyword densities will have a bigger impact on search engine rankings, a business's search engine marketing strategy can be rendered all but useless overnight.

Understandably firms cannot spend their entire time keeping track of minute developments in the search engine optimisation industry. Inevitably, some of these changes - even fairly major ones - can slip through the net.

Sometimes the changes make search engine marketing strategies much easier to implement, or reduce the labour intensiveness of optimising content for the web. So, missing the latest trends in website optimisation cannot only impact on the success of a given search engine marketing strategy, it can actually alter the amount of work needed to put it in place - both of which will have a noticeable effect on a company's bottom line.

A good example of a seemingly small change that can alter the way search engine marketing campaigns are conducted is Google's recent decision to reduce its reliance on keyword-heavy domain names when compiling search engine rankings.

Speaking to Econsultancy, InfluenceFinder chief executive John Straw said Google has gradually reduced the impact that root domain name choice has on search engine rankings.

He said only last year search engine results pages would be littered with links to websites that had searched for terms in their web address - regardless of how relevant the actual site was.

"This is now very different and only a couple of the top results on Google have the term in their domain name," he noted.

Learning something like this after purchasing an extremely expensive, keyword-heavy domain name is going to hurt, so consulting with a dedicated SEO agency about what is hot in search engine marketing appears to be the way to go.

To find out about the performance solution we can offer you and your business, speak to one of our consultants on 0207 843 2265 or contact us.