Can my site rank better with a keyword-rich domain name? Sure.
Can my site rank better without a keyword in the domain name at all? Absolutely.
I get questions (or assumptions) like this regularly. If your goal is to get a better ranking with a new keyword rich domain name, please take my advice and reconsider.
Let’s say your website has been out there for 6 months or more and you assume, for whatever reason, that you can get a higher search engine ranking if you were using a keyword in your domain name instead of the one you have. So, you rush to purchase keyword1.com, keyword2.com and keyword3.com. After all, domain names are cheap – most of the time.
There’s nothing wrong with buying up domain names, but the ranking issues with multiple domain names come when they are pointed at your website in a way that is not sound technically, causing duplicate content, and at times, reducing Google’s trust in your site. Which domain name does Google have more history and trust with, your current domain name or one you just bought?
Common methods webmasters use to point multiple domain names to your web server include:
- Domain Mirroring/Masking
- Domain Cloaking
- Domain Alias/URL Alias
- Domain Redirecting
Domain mirroring/masking is sometimes called a pointer domain. It looks like it is the domain name when it is used in a browser, but it is simply a mask overlaying the real domain name and its content.
Domain cloaking uses an iframe or embedded frameset to display the content of another site.
Domain redirecting (also called URL redirecting) requires all traffic that is sent through the new domain name to be redirected to the main domain name.
But, let’s back up a second and look at the issues you must consider before making this decision.
1. To limit confusion, it’s better to change the brand (or company) name to better reflect the keyword-rich domain name. This could be as simple as recreating the company logo, but you might consult your customer base first.
2. The technical procedure of redirecting domain names must be done so that the search engines do not get confused about what you are trying to do.
Just for fun, let’s say you’ve gone through all the turmoil of changing the company name to reflect your new keyword-rich domain.
If you use any method other than domain redirecting, you are going to be disappointed with your search rank. Domain mirroring, masking, cloaking and aliases confuse search engines because they see the same content under a different domain name. Google then selects one of the domain names to display that content and leaves the others out of the search results. Google chooses for you – since you are not aware of how to manage your duplicate content issues – and no one knows which domain name Google will choose. You could be saying “bye-bye” to all the hard-earned link juice pointed at your main domain name.
The more serious issue with domain mirroring/masking is if Google suspects you of attempting to manipulate search rank by suddenly using keywords in additional domain names. The result can be loss of whatever good ranking you did have. Ouch!
This is precisely what happened with a client. Despite my warnings, but thinking they might change the company name eventually, they bought additional keyword-rich domain names and had the webmaster point them at their server (using domain masking). Within a couple weeks Google dropped their domain ranking across the board.
Of course they came to me with their issue. I gently reminded them about how this should have been done, using a 301 redirect, and asked them to consult me next time they’re considering a marketing or technical decision regarding the website. It took about 6 weeks – a long and painful 6 weeks – for Google to restore their good rank again.
When a company acquires additional domain names, they should be permanently redirected to the main domain name – the one, central location on the web for all of the company’s or brand’s content.
So, how do you redirect a domain name properly (how to 301 redirect)?
The best answer depends on the type of server hosting your site (Apache or Windows), how much control you have over that server (hosted on a shared or dedicated server) and the purpose of the redirected domain name. Without getting into the specifics of permanent redirects, here are some resources: