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By: Aaron Wall
2007-10-29

Many marketing and advertising costs are recurring. Re-registering domain names is a minimal cost, but many domains (especially .com names) get type in traffic...

How Domain Names Play a Role in SEO & SEM

...worth thousands of dollars a year. Many marketing and advertising costs are recurring. Re-registering domain names is a minimal cost, but many domains (especially .com names) get type in traffic worth thousands of dollars a year. Some get type in traffic worth thousands per day. And this traffic stream is defensible from search engine algorithmic swings.
In addition to the defensibility issue, there is a large synergy between great domain names and SEO. Domain names containing your keywords as part of the name make it easier to get your keywords in the anchor text when people reference your company by its official name. This is true even if the domain has hyphens and/or additional words. But domains with hyphens in them are harder to market than domains without hyphens.
Exact match domains make people more likely to give you targeted anchor text when they mention your website. In some cases a strong domain name also makes a site appear more trustworthy and linkworthy.
Exact match domains are given an algorithmic relevancy boost in Google, even if a domain name shows little other criteria that prove it trustworthy.
Exact match domains make it easier to get Google Sitelinks to expand your listing and block out competing sites.
Exact match domains are easier to profit from search engine arbitrage.

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About the Author:
Aaron Wall is the author of SEO Book, a dynamic website offering marketing tips and coverage of the search space, free SEO videos, and free SEO tools. He is a regular conference speaker, partner in Clientside SEM, and publishes dozens of independent websites.