2015 ftld SEO and Domain Name Best Practices. SEO and Domain Names: Best Practices, Moving Your Site

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1 2015 ftld SEO and Domain Name Best Practices SEO and Domain Names: Best Practices, Moving Your Site

2 2015 ftld SEO and Domain Name Best Practices About Me Senior Strategist, Globe Runner Brand Ambassador, Majestic.com Personal Blog: Practicing Organic/Natural SEO since Successful Site Migrations

3 2015 ftld SEO and Domain Name Best Practices Overview SEO Factors and Domain Names PPC and SEO Domain Name Research Migrating Your Domain Name Concerns about Moving

4 2015 ftld SEO and Domain Name Best Practices Search Engine Ranking Factors: Google No Duplicate Content (esp. on two domains) Content Quality and Quantity Domain Name Authority, Trust Links from Other Websites Title Tags Heading Tags

5 2015 ftld SEO and Domain Name Best Practices Search Engine Ranking Factors: Google Company Blogs, Freshness Important Page Load Speed Important Social Media Important Subdomains OK No Multiple Domains (Domain Authority on one only)

6 2015 ftld SEO and Domain Name Best Practices SEO Factors and Domain Names For search, still value in using Keyword Rich domain Keyword rich domains must be developed Search engines use link data, keywords used in links Domain history, reputation are ranking factors

7 2015 ftld SEO and Domain Name Best Practices SEO Factors and Domain Names Keywords are how people refer to websites Websites use keywords to link to other websites A keyword rich domain, with content, will rank New gtlds with keywords in extensions help

8 2015 ftld SEO and Domain Name Best Practices Spam Devalues Domain Names Negative SEO factors devalue domains Low quality, unnatural links difficult to clean up

9 2015 ftld SEO and Domain Name Best Practices Spam Devalues Domain Names Links tied to domain are passed on to new owner Google penalties stay with domain unless revoked

10 2015 ftld SEO and Domain Name Best Practices Other Factors that Devalue Domains Previously used for Social Media spam Domain parked for a long period of time Multiple Domains with same content

11 2015 ftld New gtld Vs..COM Study New gtld Versus.COM Study Which is better for marketing?.com vs. New gtld domain name? Which is better for Return On Investment?

12 2015 ftld New gtld Vs..COM Study Methodology, Requirements Use a Controlled Marketing Test Real-World Testing, Results PPC to Test Ads, Landing Pages, gtld Landing Pages, Conversions the Same Test for a Certain Period of Time

13 2015 ftld New gtld Vs..COM Study How We Did the Testing Google AdWords Ads Keywords the same for all ads Bids the same ($1.00 per click bid) Same Landing Page, Same Content Only difference was the domain name used:

14 2015 ftld New gtld Vs..COM Study Keyword Examples diamond price chart diamond chart diamond quality chart diamond carat size chart types of diamond cuts diamond facts 3 carat diamond ring diamond grade diamond clarity diamond color diamond buyer guide diamond certification

15 2015 ftld New gtld Vs..COM Study Ad Examples Beginner s Diamond Guide Download Your Free Carat Size Chart. & Learn the 4 C s of Diamond Buying! 3carat.Diamonds Diamond Buying Guide Download Your Free Carat Size Chart. & Learn the 4 C s of Diamond Buying! 3CaratDiamonds.com

16 2015 ftld New gtld Vs..COM Study Landing Page

17 2015 ftld New gtld Vs..COM Study Results in CaratDiamonds.com vs. 3Carat.Diamonds May 2014: Average CPC 3Carat.Diamonds: $.77 3CaratDiamonds.com: $.81 May 2014: Results 52% Conversion Rate on.com, 36% on.diamonds Effective CPM: Costs 2x as much to advertise a.com *Effective CPM is the rate spent for 1000 views of an ad

18 2015 ftld New gtld Vs..COM Study Results Sept CaratDiamonds.com vs. 3Carat.Diamonds Results: Average CPC 3Carat.Diamonds: $.77 (vs. $.77 in May 2014) 3CaratDiamonds.com: $.83 (vs. $.81 in May 2014) Conclusions: Sept. 2015: 22% Conversion Rate on.com, 35% on.diamonds May 2014: 52% Conversion Rate on.com, 36% on.diamonds New gtld converts BETTER than.com in 2015 Effective CPM: Still costs 2x as much to advertise a.com

19 2015 ftld New gtld Vs..COM Changes in Conversions Since 2014

20 2015 ftld Moving to a New Domain Name Moving to a New Domain Name Don t take moving to another domain lightly Problems can be avoided with proper planning Moving to a new gtld can be done successfully Moving may position you better for the future

21 2015 ftld Moving to a New Domain Name Steps for Pre-Move Make Backup of Current Website Perform due diligence on new domain name Crawl website, save list of URLs Set up 301 Permanent Redirects (old URL to new URL) Set up SSL HTTPs Certificate for new domain name (TLS/SSL is mandatory for.bank) Start marketing campaign, help awareness of domain

22 2015 ftld Moving to a New Domain Name Steps for Pre-Planning Plan a date and time to move to the new domain Detail the process for moving Who is responsible for what (in your organization)?

23 2015 ftld Moving to a New Domain Name On Moving Day Add 301 Permanent Redirects, Test Redirects Crawl Website to check redirects Update Social Media, Address, Business Cards Notify Search Engines of Change of Address Submit sitemap of OLD site to search engines

24 2015 ftld Moving to a New Domain Name After Moving Day Watch analytics for changes in traffic Watch site for any search engine ranking changes Get new links to the new domain name

25 2015 ftld Moving to a New Domain Name Checklist for Moving to a New Domain Extensive checklist is available (one-pager)

26 2015 ftld Concerns on Moving to a New TLD Concerns on Moving to a New TLD Sites have been moving to a new domain for years Personally handled over 100+ large site migrations No significant issues if done properly No significant drops in traffic, search engine rankings Issues can arise with duplicate content, bad redirects

27 2015 ftld Why Move to a New TLD? Why Move to a New gtld? New gtlds enhance SEO New gtlds add aspect to relevant content not available before New gtlds encourage keyword-rich linking Moving to a new, better address can be done safely

28 2015 ftld Thank You Contact Me Bill Hartzer Senior Strategist Globe Runner Mobile: +1 (214) Office:+1 (972) Web: Blog: Facebook: