SEO and the Not Com Revolution
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The document discusses the significance of new generic top-level domains (gTLDs) in digital marketing, particularly their SEO benefits compared to traditional .com domains. It includes real-world tests showing that new gTLDs can improve conversion rates and provides guidance on transitioning to a new domain. Additionally, it outlines best practices for moving to a new gTLD to avoid common pitfalls associated with domain migration.
SEO and the Not Com Revolution
- 1. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution SEO and the Not Com Revolution
- 2. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution About Me • Senior VP, Agency Services, Advice Interactive • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996 • Domain Names and Site Migrations Expert
- 3. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Overview • Background: What are New gTLDs? • Examples of New gTLDs • Real World Example: Research Study • New gTLD Examples • Process for Moving to a New Domain
- 4. 2016 Rocks Digital – Background: What are New gTLDs? What are New gTLDs? • TLDs: Top Level Domains .COM, .NET, .ORG, .INFO are all TLDs • Generic TLDs (gTLDs): .XYZ, .BANK, .CLUB, 800+ more • ccTLDs: Country Code TLDs .CO.UK, .CA, .FR, .ES, .IT, .COM.AU, .ME
- 5. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Total Domain Market as of August 2015
- 6. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution
- 7. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution
- 8. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution
- 9. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution 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
- 10. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution 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
- 11. 2016 Rocks Digital – Examples of New gTLDs Yeezy.SUPPLY by Kanye West
- 12. 2016 Rocks Digital – Examples of New gTLDs TheHungerGames.MOVIE
- 13. 2016 Rocks Digital – Examples of New gTLDs Lady Gaga's BornThisWay.FOUNDATION
- 14. 2016 Rocks Digital – Examples of New gTLDs Coffee.Club
- 15. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Reasons to Move to a Not Com • Keywords and semantic meaning • Ability to precisely match key terms to domain name, for products, services, corporate identity • No loss of Google and search engine love • Lack of available reasonable options in .COM • But, let’s look at a real world example
- 16. 2016 Rocks Digital – 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 ROI?
- 17. 2016 Rocks Digital – 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
- 18. 2016 Rocks Digital – New gTLD Vs. .COM Study How I 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: www.3CaratDiamonds.com www.3Carat.Diamonds
- 19. 2016 Rocks Digital – 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
- 20. 2016 Rocks Digital – New gTLD Vs. .COM Study Ad Examples Diamond Buying Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3CaratDiamonds.com Beginner’s Diamond Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3carat.Diamonds
- 21. 2016 Rocks Digital – New gTLD Vs. .COM Study Landing Page
- 22. 2016 Rocks Digital – New gTLD Vs. .COM Study Results in 2014 3CaratDiamonds.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
- 23. 2016 Rocks Digital – New gTLD Vs. .COM Study Results – Sept. 2015 3CaratDiamonds.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
- 24. 2016 Rocks Digital – New gTLD Vs. .COM Changes in Conversions Since 2014
- 25. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Finding New gTLDs • New TLD Stats - https://ntldstats.com/tld • Calzone - http://www.calzone.org
- 26. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Sample New gTLDs • .DENTIST • .PLUMBING • .CLUB • .REALTOR • .PHOTOGRAPHY • .CHURCH • .LAWYER • .ATTORNEY • .FEEDBACK / .REVIEWS
- 27. 2016 Rocks Digital – 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
- 28. 2016 Rocks Digital – 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 some TLDs) • Start marketing campaign, help awareness of domain
- 29. 2016 Rocks Digital – 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)?
- 30. 2016 Rocks Digital – Moving to a New Domain Name On Moving Day • Add 301 Permanent Redirects, Test Redirects • Crawl Website to check redirects • Update Social Media, Email Address, Business Cards • Notify Search Engines of Change of Address • Submit sitemap of OLD site to search engines
- 31. 2016 Rocks Digital – 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
- 32. 2016 Rocks Digital – Moving to a New Domain Name Checklist for Moving to a New Domain • Extensive checklist is available (one-pager)
- 33. 2016 Rocks Digital – 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
- 34. 2016 Rocks Digital – 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
- 35. 2016 Rocks Digital – Thank You Contact Me Bill Hartzer Senior VP, Agency Service, Advice Interactive Email: bhartzer@adviceinteractive.com Mobile: +1 (214) 236-4378 Web: adviceinteractive.com Blog: billhartzer.com Twitter: @bhartzer Facebook: facebook.com/bhartzer