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SEO Aspects of Top Level Domains Sybille Yates

SEO – S earch E ngine O ptimization Helping the search engines to discover your site, to index it correctly and to show it to the right user / searcher. SEO Aspects of Top Level Domains Sybille Yates. Terminology.

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SEO Aspects of Top Level Domains Sybille Yates

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  1. SEO – Search Engine Optimization Helping the search engines to discover your site, to index it correctly and to show it to the right user / searcher. SEO Aspects of Top Level DomainsSybille Yates

  2. Terminology • SEO – Search Engine Optimization – Telling the search engines what your website is about. • Indexing – What a SE does to your website. • SERP – Search Engine Results Page – What a SE does for an user. • Keywords – Tags of the website as well as queries a user runs in the SEs. • EMD – Exact Match Domain – The main keyword(s) for a website is the domain name.

  3. How Does a Search Engine Work? • All (web) search engines work after similar principles. • Czech Republic: Google (54.69%) Seznam (42.84%) • Search engines work like old-fashioned libraries used to do: They index / tag web pages and try to match a given keyword query to the best match result in that index. • They take 200+ factors in account when ranking a web page, both positive and negative ones. • The information contained in a domain name + the, appropriate, TLD are one, or more, of these factors.

  4. Choosing the right domain name and corresponding TLD is the first step towards the success of a website in terms of search engine generated traffic and ease of sharing via social media, email etc. Organic traffic from search engines is, in most cases, a major part of overall website traffic and one of several ways how people discover a new website and therefore a business. Why does SEO matter?

  5. How to choose a domain name &TLD 1 • Three different types of domain names: Business/Personal Names, Main Keyword(s) / topic, 'non-sensical': 1. yourname.com, yourcompany.cz, yourtrademark.eu 2 . svatby.cz, praguelaundromat.cz, svatebni-dorty.cz 3. trover.com, pinterest.com, google.com • The TLD you should choose depends on where your market is and (keyword) availability. Local: country specific TLD (.cz) or 'neutral' TLD (.org .com .net) Europe: .eu or 'neutral' TLD (.org .com .net) Worldwide or multi-national domain network set-ups: Neutral TLDs: 1.choice: .org .com .net; 2.choice: .info .biz

  6. How to choose a domain name &TLD 2 • .com is a button on many hand held devices and redirects can be used to take advantage of this fact. Example: Buying also the .com domain and redirecting it (301) to your .cz domain. • Avoid 'spammy' sounding domain names. Example: Bestlaptopgames.com • Checklist for deciding on a domain name: Ease of spelling, length, easy to remember / memorable, descriptive, possibly contain main keyword(s), brand-able • non-sensical domain names and chances / difficulties branding them.

  7. Common Mistakes / Problems / Misc. • Decide if you want or not want to use www. in your domain set-up. Use a 301 redirect to tell SE which one is your canonical url. • Hyphens in a domain name are not very common in the English speaking world and too many can be a 'negative signal' for the SE. • Registering a new domain name versus buying an 'aged' domain. • Avoiding penalized Domains and how to recognize them prior to buying by checking its rankings and its, previous, content. • EMD and website content not matching.

  8. Summary • SEO is part of the overall development of a website and, subsequently, of acquiring organic traffic to a business. • The right domain name and TLD can help with this, but should be only considered the beginning of an ongoing effort.

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