It seems like a lot of people understand some of the basics regarding what you need to do to optimize your website for SEO – at least on the surface. Though a lot of newbies understand that you need to do keyword research and have a strong and quality backlink profile to rank well on Google, these are only two of potentially hundreds of metrics that the Google algorithm looks at when calculating the ranks of various sites. Most people already understand that exact match domains and page authority are key components of a successful SEO campaign as well. But this is a bit of a problem, because people are only focusing on half of the SEO equation. What is the other half, you ask? Well, while trying to meet the requirements for various ranking signals is a strong offensive play, you also need to be concerned with your defense, and this is one area where a lot of people are failing.
It simply isn’t enough to try to optimize your site for each new metric Google adds to their algorithm. Most people don’t talk about all of the things that can hurt your website, and if you are making these mistakes you are likely missing out on an unbelievable amount of organic search traffic. So let’s analyze the negative metrics that are mentioned around the 2:20 mark in this video.
Domain Name Length
When people are first looking at building a new website, the domain name is one of the first things that they look for. Ideally you want to have keywords in your domain name because this is admittedly a ranking factor and most (if not all) of the exact match domains for any given industry are likely taken already.
But you need to exercise caution when you are searching for available domain names that contain keywords in your industry. Now, he makes a great point when he says that correlation doesn’t equal causation. But consider two key points. First of all, as said in the video, the short domain names and exact match domain names likely do better than longer domain names because they have been around for a long time. If you didn’t know already, the age of a website is one of the ranking factors that Google incorporates into their algorithm to determine the authority of a website. These types of domains often have hordes of backlinks and these two factors make it difficult for new websites to buoy to the top of the SERPs overnight.