Search Engines Taming Domain Names

May 10, 2013 by

Remember that really nifty LLL domain name you’ve held onto, hoping that someone will snap it up quickly?  Toss it to the wolves.  The previously entertained thought that .com extensions would ‘survive all’?  Just a fleeting memory now, according to developments in domain name nomenclature.  Google, in their never-ending pursuit to perfect human search results, soon will head into the next vortex of technology: turning TLD’s into category identifiers.  How specifically will this work, and who this should benefit, remains to be seen – yet based off common sense, here’s what it should do for your SEO efforts.

Categorize TLD’s

Keywords now get filed into the archaic category, and whatever your domain extension consists of will now get thrown into specific business categories.  For example, over 1,403 TLD’s will be rolled out soon, denoting .BUSINESS, .MARKETING, and so forth.  Taking into account relevance, content, social media presence and other mitigating factors, businesses will be filed wherever they fit based off their extension.  Your really expensive .com’s will still have some weight, IF you’ve been an established business for several years.  In short, top-level domains will become to searches as zip codes are to cities.

Link Building Left The Building

Relationships between two sites, or two million, made each stand out for their popularity years ago.  Between branded links, deep keywords links and naked linking (URL only), optimization experts raked in millions collectively.  With newer algorithmic rollouts expected within a month, and the aforementioned domain categorization within 3 years, marketing tactics will be overhauled, or hauled out to the dump.  Optimizing content, creating vivacious social media presences while building customer rapport will all leverage into business’ survival plans, along with heartfelt prayer that Google won’t whack them.

Bing-Google Battle Intensifies

Ever notice 90% of conversations discussing search optimization revolve around Google solely? Bing has already made searches more consumer-friendly, especially within localized results.  Imaging life without Google isn’t so bad anymore; in fact, many fully expect Microsoft to head towards paths undiscovered by Navneet Panda & Co. Domain names, once thought to either have keywords or immediately perish, will become less important to Bing since where your business is located in accordance to search radius is what really matters.  Why? Not sure about anyone else, but I’d rather have a plumber from my area, as opposed to someone 2,000 miles away, fixing my leaking toilet.  Bing has mastered localization, period.

Unloading Domain Surplus Now

Getting your fill of type-in traffic now, then unloading your domain names to an archivist, would be your best course of action.  With numerous TLD’s rolling out within the next year, age of .com websites, their backlinks or overall ‘perceived’ value will matter little.  Before an expected Panda, Penguin or other Google primate update, businesses must be consistently retrospective about where their marketing plans will need to be tomorrow.

Five years from now, domains from twenty years back will simply be ‘what was’ because technology will have little room for archaic methods of promoting businesses.  It’s suggested that your website, domain portfolio and marketing plans all have Plan B’s, and C’s, since Google never considers your feelings, or finances, when making their self-purported search engine changes.  Part of your plans should include reintroducing your brand through category-specific domain extensions.

Roger Klawinski is a domainer and freelance writer who sells his domains at Afternic, a domain auction website.

Featured images: License: Creative Commons image source