{"id":8651,"date":"2014-07-10T15:06:34","date_gmt":"2014-07-10T19:06:34","guid":{"rendered":"https:\/\/referencement-pme.ca\/domain-name-and-seo-what-levers\/"},"modified":"2025-08-05T16:45:46","modified_gmt":"2025-08-05T20:45:46","slug":"domain-name-and-seo-what-levers","status":"publish","type":"post","link":"https:\/\/referencement-pme.ca\/en\/domain-name-and-seo-what-levers\/","title":{"rendered":"Domain name and SEO, what levers?"},"content":{"rendered":"<p>This article is part of a series reviewing SEO settings that should not be ignored. It is completed by a more recent article: <a href=\"https:\/\/referencement-pme.ca\/bonnes-pratiques-local-seo\/\">The best practices in local SEO that you should adopt<\/a> <\/p>\n<p>and:<\/p>\n<ul>\n<li><a style=\"color: #4682cc;\" href=\"https:\/\/referencement-pme.ca\/en\/onpage-optimization-for-better-seo\/\" rel=\"bookmark\">Website <em>onpage<\/em> optimization criteria<\/a><\/li>\n<li><a title=\"SEO factor related to the site\" href=\"site-linked-seo-elements\">SEO settings related to the elements of the site itself<\/a><\/li>\n<\/ul>\n<hr \/>\n<p>Some ideas about SEO die hard and questions about NDD are recurrent both from my clients and<a title=\"The SEO caf\u00e9, approach Google referencing for free\" href=\"https:\/\/referencement-pme.ca\/en\/the-seo-cafe-or-free-google-referencing\/\"> from my guests at the seo caf\u00e9<\/a>.<\/p>\n<p>Taken from this <a title=\"SEO Infographic\" href=\"http:\/\/www.entrepreneur.com\/article\/226884\" target=\"_blank\">infographic<\/a> already a year old and interpreted my own references, experiences, observations and results in this year 2014. Here are the best recommendations in terms <strong>of choosing a domain name, <\/strong> based also on the best practices that I implement on a daily basis.  <\/p>\n<p>We hope to appear clear, concise and accessible to all.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3516\" src=\"https:\/\/referencement-pme.ca\/wp-content\/uploads\/2014\/07\/quel-domaine.jpg\" alt=\"Which domain name?\" width=\"417\" height=\"171\" srcset=\"https:\/\/referencement-pme.ca\/wp-content\/uploads\/2014\/07\/quel-domaine.jpg 417w, https:\/\/referencement-pme.ca\/wp-content\/uploads\/2014\/07\/quel-domaine-300x123.jpg 300w\" sizes=\"auto, (max-width: 417px) 100vw, 417px\" \/><\/p>\n<h2>The age of the domain name<\/h2>\n<p>As Matt Cutts says <a title=\"Matt Cut NDD\" href=\"http:\/\/www.youtube.com\/watch?v=-pnpg00FWJY&amp;feature=player_embedded\" target=\"_blank\">in this video<\/a>, <em>the difference between a domain name that is six months old and a year old is not that big.<\/em> The age of the domain name is not a disqualifying criterion. Even if the newcomers have to be patient and many old ugly sites remain firmly <span style=\"text-decoration: underline;\">screwed<\/span> to the front on certain themes, be uninhibited and bring your new vision to the web. We will sometimes compensate for this &#8220;lack of bottle&#8221; by <span style=\"text-decoration: underline;\">shopping for<\/span> a good value NDD after analysis of the said NDD so as not to get a false good deal.  <\/p>\n<h2>Presence of a heavy keyword<\/h2>\n<ul>\n<li>The presence of a keyword in the DDS no longer has the impact of yesteryear.<\/li>\n<li>The 100% competitive keyword NDD is a bad idea,<\/li>\n<\/ul>\n<p>What is recommended is a mix between your keyword and a little <em>branding<\/em>. Keep it short, two words three at most, and a classic, localized extension. (.ca) if your <em>business<\/em> is very local. (see below on this subject). The keywords contained in domain names <strong>are displayed in bold in the SERP<\/strong>, which confirms a valuation that cannot be trivial.    <\/p>\n<h2>The main keyword is placed first in the domain name<\/h2>\n<p>We will place the main keyword at the &#8220;head of the gondola&#8221;, which is an additional asset. This information is found by <a title=\"Seomoz\" href=\"http:\/\/moz.com\/search-ranking-factors\" target=\"_blank\">SEOMOZ<\/a> and supported by a survey of <a title=\"Why I work with the Genesis framework for WP\" href=\"https:\/\/referencement-pme.ca\/en\/\" target=\"_blank\">SEO experts<\/a>. <\/p>\n<h2><strong>The expiration date  <\/strong><\/h2>\n<p>As recalled in <a title=\"NDD age\" href=\"http:\/\/www.searchenginejournal.com\/domain-age-how-important-is-it-for-seo\/7296\/\" target=\"_blank\">this article supported by Google<\/a>, it is because illegitimate domains (trash addresses, unimportant satellite sites) are rarely used for more than a year, that the renewal date of your NDD should send a signal of trust and durability by being registered for several years or renewed several months in advance.<br \/>\nWhen your registrar notifies you of its expiry 6 months before&#8230; comply! Renew! <\/p>\n<h2>Presence of the keyword in a subdomain<\/h2>\n<p>The panel of experts interviewed by SEOMOZ already mentioned suggests that the presence of a keyword in a subdomain brings a <em>plus<\/em> on the natural referencing of the site.<br \/>\nGoogle&#8217;s position on subdomains changes every two years, so it&#8217;s true that it can&#8217;t hurt since it is supposed to &#8220;sectorize&#8221; and <a title=\"SEO content writing or advanced web writing optimization\" href=\"https:\/\/referencement-pme.ca\/en\/advanced-web-editorial-optimization\/\">develop the content<\/a> of a specific theme of the site. I won&#8217;t rely on this point absolutely, unless I publish high-quality content. <\/p>\n<h2>The history of the domain name<\/h2>\n<p>Frequent changes of ownership (visible in the whois history) are bad signals. This involves a <em>reset<\/em> of the site&#8217;s history with Google, possibly cancelling out the power of the backlinking acquired.<br \/>\nA serious analysis must be carried out before the purchase of an NDD&#8230; Potential time bomb <\/p>\n<h2><strong>Les EMDN: Exact Match Domains Name<\/strong><\/h2>\n<p>An EMDN is a domain name that corresponds exactly to the keywords on which you want to position yourself (e.g. auto-insurance.kk). If for a time, it was a key criterion and an effective choice, the conditions are no longer the same today.<br \/>\nA filter has been applied (EMDN) since October 2012 which tends to sanction these URLs that are too perfect. Today, it is essential that the site is of quality for an EMD to have the desired effect on natural referencing.    <a title=\"EMDN MOZ  \" href=\"http:\/\/moz.com\/blog\/the-exact-match-domain-playbook-a-guide-and-best-practices-for-emds\" target=\"_blank\">Read this article on this point  <\/a><\/p>\n<h2>Public Whois vs Private Whois<\/h2>\n<p>A Private Whois can be a sign of information to be hidden. Matt Cutts wrote about it in 2006, at Pubcon: &#8220;When I checked their Whois, all their NDDs were in private whois. It&#8217;s not commonplace. Having a private whois is not automatically considered bad, but when several factors of this type add up, then we are often dealing with a webmaster who is not one of those who have a site or two online. Basically, if you play with an EMD, make high quality, otherwise you get into Google&#8217;s sights. And that&#8217;s bad.  <\/p>\n<h2>Gate owner penalized in the past<\/h2>\n<p>If Google identifies a person as a spammer and penalizes them, it seems logical that it will quickly scrutinize the other sites that this person has (<a title=\"whois\" href=\"http:\/\/whois.domaintools.com\/\" target=\"_blank\">identification via Whois<\/a>, add &#8220;Flag&#8221; in your firefox).<\/p>\n<h2>Local domain name extensions<\/h2>\n<p>It&#8217;s not just the &#8220;.com&#8221; and taking a domain name on a local extension like &#8220;.ca&#8221; will facilitate its local referencing but will make its &#8220;global&#8221; referencing more complicated, (but not impossible at all).<\/p>\n<p>For example, global sites that prefer to open NDDs in all extensions of their regional markets (Tripadvisor for example).<\/p>\n<p>Any advice for your Domain Name? Call <a href=\"tel:4388750503\">438 875 0503<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article is part of a series reviewing SEO settings that should not be ignored. It is completed by a more recent article: The best practices in local SEO that you should adopt and: Website onpage optimization criteria SEO settings related to the elements of the site itself Some ideas about SEO die hard and &#8230;<\/p>\n","protected":false},"author":2,"featured_media":8075,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[8,34],"tags":[],"class_list":{"0":"post-8651","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-non-categorise","8":"category-seo-basics","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Domain name and SEO, what levers? - SEO SEO agency, Web copywriting, backlinking<\/title>\n<meta name=\"description\" content=\"This article is part of a series reviewing SEO settings that should not be ignored. 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