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August 27, 2012

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Here's the The Lowdown from DN Journal,
updated daily
to fill you in on the latest buzz going around the domain name industry. 

The Lowdown is compiled by DN Journal Editor & Publisher Ron Jackson.

New White Papers Promote SEO Benefits of Generic Domains & .ME as a Marketing Platform

Edwin Hayward has just released another interesting white paper at his MemorableDomains.co.uk site. This one clearly demonstrates how generic keyword domains help boost rankings in the three major search engines; Google, Yahoo and Bing.

Hayward started with 125 randomly selected generic .co.uk domain names that host active websites. At each search engine he then determined the position of each site within the first two pages (20 results) for a search on the keyword (or words) contained within the domain name (for example, SpecialEffects.co.uk and the keywords "special effects").

Hayward found that Yahoo UK (default mode) and Google (default mode) each produced a similar numbers of domains ranked within the first 20 results - 56% and 57% respectively. Bing UK (default mode) gave even greater weight to generic keyword domains with 62% of the tested names ranked within the top 20 results. 

Hayward noted, "While it's impossible to calculate the exact contribution of the domain name to the overall ranking probability, it would seem evident from the above that it is an important factor. It's clear that the domain name is even more relevant in determining the position of a particular site within the overall search results. This is a straight like-for-like comparison since Google, Yahoo and Bing are all attempting to rank exactly the same sites. On all 3 search engines, ranked sites fell on average within the top 7 results, and the domain name clearly played the most important role in the case of Bing, with ranked sites ending up inside the top 3 results."

The .me extension (Montenegro's country code) is the subject of another white paper that has been produced by UK based marketing conpany Brands-and-Jingles.com. The free 39-page report (available as a PDF download) is being issued to commemorate the one-year anniversary (July 17) of .me's rollout as a "re-purposed" ccTLD that is available for unrestricted registration worldwide.  

The Brands-and-Jingles folks are obviously big .me fans (they also produce a blog called .ME Of Course) so their paper is meant to make a case for the extension as an 

effective platform for online marketing. To do that the document, among other things, cites prices paid for .me domains in recent auctions, gives examples of live sites where it is being used and outlines how .me stacks up against other recently introduced extensions. 

(Posted July 14, 2009) 


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