The SEO Benefits When You Buy a Premium Domain

Premium domain name SEO benefits come in many forms, from backlink potential to type-in traffic – as domain specialist Joe Uddeme explains in this blog post.

Introduction: buy a great name and get found online?

One of the questions we are most frequently asked here at nameexperts.com is, “What kind of SEO benefits will I gain if I shell out a little more and buy a premium domain name?”

Quick explainer before we go any further: premium domain names are typically those with a price tag in excess of five figures. They are also memorable and catchy – and usually have commercial use.

Back to the script: as we have a long list of things to tell potential clients about the SEO benefits of a great premium domain name, this post was long overdue.

We’ll discuss everything here, from domain authority to backlink profiles and more – so you can work out whether or not paying extra for a premium domain name will be worth it from an SEO point of view.

Hint: it usually is.

Key takeaways

• Premium domain names can help with search visibility and build trust
• Premium domains and the SEO backlink hack
• Buying a great domain name can help reduce marketing costs and customer cost per acquisition
• How the rebranding of daPulse to Monday.com helped with SEO

How premium domains help with direct search visibility and click-through rates

Once upon a time, if you sold kitchen knives and secured kitchenknives.com as your domain name, Google would likely have ranked you well when people searched for kitchen knives.

By comparison, japaneseglobalsupplies.com would have had to work harder to rank for the same search term.

This is not quite true today, as a direct match in a URL is no longer an important ranking factor. Google downgraded it after spammers bought descriptive domain names and filled them with weak content.

However, that does not paint the full picture. When you have a direct match in your URL, your site can receive higher click-through rates (CTRs).

That’s because if somebody is looking for kitchen knives, then kitchenknives.com is instantly going to catch their eye. It’s one of the reasons people buy keyword-rich domains (also known as exact-match domains). And it also explains why we currently have some good direct match domain names for sale in our listings.

Remember: if you’re joining words together (‘kitchen’ + ‘knives’ for example), domains under 15 characters tend to see the highest CTRs. So you have quite a bit of wiggle room.

Domain name brand authority and trust signals

A great domain name speaks 1,000 words. Look at it from your customers’ point of view – if you were lucky enough to secure kitchenknives.com for your knife emporium, this immediately says to your visitor that you are a serious player in your market.

Everybody subconsciously knows that premium domain names are difficult to come by (check out our post about negotiation scripts to get an idea about the process) – so it also provides a reassuring signal that you’ve probably been around for a while.

Short, direct domain names have a strong psychological element, boosting user perception of your brand and reducing any scepticism they may have about your legitimacy.

Remember, if you are purchasing a domain name that is already owned (as 99.99% of premium domains are), you can inherit its past, so to speak, also known as its domain authority.

The SEO power of domain authority

Domain authority (DA) is the score, out of 100, afforded to a site by Moz, a leading SEO software company. The higher the number, the greater the likelihood of ranking. DA is one of the cornerstones of SEO – and part of your score comes from longevity.

So, if you are buying a site first registered 25 years ago with a domain authority of 50 that has no penalty against it, your new business can get off to a very strong start.

You’re basically buying a pedigree that a new site with a virgin URL cannot match.

Strong domain authority can also help reduce bounce rates – as long as the content people see upon arrival matches their intent and expectations.

Pro tip: it’s important to check the domain name’s history to make sure you are not buying something with a shady past.

Beyond SEO: blocking out your competitors

Demand for the best domain names is incredibly strong. When you secure one of the best premium domains in your niche, you are blocking out your competitors.

Let’s say you own kitchenknives.com and your best SEO efforts only enable you to rank at position number three. If the two URLs above yours are more generic, there is a very good chance that people searching for kitchen knives on Google will click on you first.

This is priceless. Your domain name alone is doing all the heavy lifting, enabling you to outperform your SEO capacity and trump your competition.

This turns your premium domain name into a highly strategic asset. The competitive advantage of your name alone ensures you are able to punch above your weight.

All of which emphasises the need to pick a great domain name from the start. When launching your business, choosing a domain name is one of the biggest decisions you’ll make.

Getting it wrong and having to start again will usually have a negative impact on your SEO, even with strategic redirects. It’s also a hassle you can ill afford.

Our 7-point checklist before buying a premium domain for SEO

1. Perform a thorough technical health check before making an offer.
2. Check the domain’s history.
3. Investigate the backlink profile/quality – those 5,000 links might all be to spammy sites. A backlink audit is essential.
4. See how the existing site performed in search and what it sits next to (you may have missed hidden connotations).
5. If you’re buying a domain as a going concern, check the quality of traffic (bounce rates, dwell time, conversions, etc.).
6. Check technical SEO (site speed, mobile-friendly, crawlability, etc.).
7. Assess for availability of country-specific TLDs. If you buy kitchenknives.com and want to launch in the UK, you may wish to know if kitchenknives.co.uk is within your budget, too.

Remember also that success in SEO comes from quality content and demonstrating to Google that you hit the mark when it comes to E-E-A-T (Experience, Expertise, Authority and Trust).

Spammy sites are to be avoided.

Summing up: domain name SEO benefits and how to leverage them

Just going off script for a moment, here’s a little story about how we helped the business you know as Monday.com to secure that domain name and rebrand.

The business had previously been known as daPulse, but there was concern that this wouldn’t enable them to grow.

Name Experts, working on their behalf, negotiated and secured Monday.com – because it ticked many boxes for what their brand could be.

It was:

• Broad/generic enough to work as a brand name without desperately trying to explain what the company does.
• Reassuringly premium – it instantly suggested a serious, credible brand.
• Loosely connected to the world of work, which typically starts on a Monday.
• Very memorable.

From an SEO perspective, the name change was a positive on multiple levels. Not only was it easier to recall than daPulse, its premium feel made it more attractive as a backlink candidate for websites worldwide.

Today, Monday.com has more than 1.5 million backlinks from many high authority sites, including Adobe, Zendesk, inc.com and Sage.

Monday’s marketing team are experts in leveraging the brand and have grown the company exponentially since the relaunch. They are constantly finding new ways to extract the maximum SEO value from their powerful brand name.

By following the steps outlined in this post, you may be able to do the same for your business. If you have chosen well and have a premium brand-name that is memorable, the possibilities for leveraging SEO are limitless.

Domain name taken? All is not lost.

The unfortunate truth is that the domain name you are looking for has almost certainly already been taken.

But that doesn’t mean it is not available.

A premium domain name broker such as Name Experts specialises in tracking down owners of domain names, even when they are unlisted, and making a calculated approach to register your interest.

Negotiation is a key part of the process. First-timers can easily make a hash of it.

That’s why domain name investors and start-ups worldwide lean on a seasoned domain broker with years of experience to help them secure the name they need and get their SEO journey off to a flying start.

Let us know how we can help.

About the author

Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]