Domain extension - How does it affect website positioning?
Posted: Wed Dec 11, 2024 5:39 am
I will answer the questions asked in the headline right away. The extension itself does not affect the positioning of websites. However, it can indirectly contribute to improving the position in search results.
Before we move on to choosing an extension for your domain, let's review the main categories of extensions. We have:
generic Top-Level Domains ( gTLD ) — top-level domains, they are not assigned to a specific country, are very popular and are characterized by universality. Examples of gTLD domains:
.com,
.net,
.org,
.info.
country code Top-Level Domains (ccTLD) - these are domains assigned to a given country or region. Examples of ccTLDs:
.pl,
.nl,
.de,
.sk,
.fr,
.eu.
New generic Top-Level Domains ( ngTLDs ) - These are new generation domains that were introduced to expand the pool of available names. They are more specific than gTLDs and can indicate the industry the domain is related to. Examples of ngTLDs:
.tech,
.io,
.shop,
.store.
Sponsored domains ( sTLD - sponsored Top-Level Domains ) - these are domains managed by specific organizations or communities, which is why their registration and use are associated with restrictions. Examples of sTLD domains:
.gov,
.edu,
.mil.
Second-level domains (SLDs) - these are domains that contain an additional element related to the function of the page or location (regional domains) immediately before the top-level element. Examples of SLDs:
.edu.pl,
.com.pl,
.waw.pl,
.krakow.pl.
So how do you choose a domain extension? Let's consider a few cases.
If you run a local business and don't plan to expand to cash app database neighboring cities, a regional domain, or a second-level domain with a location indication, will be the perfect choice for you. This type of extension will show your recipients in which area you operate. Additionally, these domains may be clicked more often for local queries, which may indirectly increase their position in search results.
If you operate nationwide, you should opt for a country domain (ccTLD) or a generic domain (gTLD, ngTLD), and if the name you choose is taken, a second-level domain such as .com.pl. Remember that country domains signal to search engines that the content available on the website is intended for residents of a specific country. This means that a .pl domain will be suitable for Poland, but it will not conquer the market in Germany.
For international companies that want to be displayed in search engines regardless of country, the preferred extension will be generic extensions (gTLD and ngTLD). They provide the most freedom and are not assigned to a specific country, which makes them easier to position in Google . It is worth noting that next-generation domains can be useful for building a brand and communicating what we do. However, users may approach them with much greater reserve than traditional generic domains.
There was a thread on Reddit.com in 2023 about whether the .store domain is more problematic compared to .com or country-specific domains. The question was answered by John Muller himself, who stated that if you want to sell in one country, then the ccTLD is fine. However, if you want to expand to another country, you should make sure that you have a country-specific domain or a generic domain.
On the issue of new generation domains, he stated that what matters more here is the user's aspect, whether they will be willing to click on a link to a page that seems to be intended for users in another country (he gave the example of the .berlin domain, which, contrary to appearances, is a general domain and does not point to a specific country or city).
Here's a link to the entire thread on Reddit.com
Domain age and positioning
I have to disappoint you. Domains are not like wine and time alone does not affect their SEO value. If you bought an interesting domain some time ago, but it was not related to any website, then you can just as well treat it as one that you registered today.
The situation is slightly different in the case of domains from the secondary market, which can "boast" of some history on the Internet.
Aftermarket Domain Name - What You Need to Remember
Buying expired domains and placing pages on them is a common practice to speed up SEO results. It involves using the authority previously accumulated by the domain. However, you should be aware that this technique involves some risk.
Google stores information about all domains that bots have access to. For this reason, if you get a domain that, let's put it mildly, doesn't have a good history, you can only cause yourself trouble. A spammy link profile or low-quality content that previously hosted the site can be a proverbial ball and chain, not a stairway to heaven.
Therefore, before taking advantage of this “exceptional opportunity”, carefully analyze the domain’s history, and if you do not have the tools to do so, consult with specialists who will do it for you.
You can use the publicly available Wayback Machine archive to verify the domain's history . You can also use the who.is website to check when the domain was created, when it expires, and who registered it.
To check the link profile or archived phrases for which the domain was visible, you will need access to paid tools such as Ahrefs or Majestic.
Once you purchase a domain on the aftermarket, it is best to immediately verify it in Google Search Console to make sure that Google's algorithms have not imposed any penalties on it.
What does changing your current domain involve?
If after reading this guide you have decided to change your domain name, be sure to read this section before you begin.
Changing your domain name is not just a cosmetic procedure. In the case of sites with an established position in the search engine, such a move can cost you the positions you have earned. Therefore, before changing your domain name, it is worth contacting an SEO specialist who will suggest the best solution.
Are you planning to change the domain for your website?
We will plan the entire process so that your visibility on Google does not suffer.
Contact us!
If you decide to change the name, you must migrate the site to the new address. This involves, among other things, assigning old URLs to new ones, setting 301 redirects, and also replacing the old domain with the new one in internal links and incoming links. A properly performed migration should not cause large drops in traffic, and in some cases the migration procedure has a positive effect on SEO.
If you want to learn more about website migration and what it involves, read the article Website migration from A to Z by Przemysław Durał.
Where to buy a domain? — Domain registrar and exchange
There are many places where you can register a new Internet domain. Your hosting company will probably have such an option. However, if you want to save a little, you can try an independent domain name registrar. Remember, however, that in this case you will need the help of a programmer, because assigning a domain to a specific website will require some knowledge of DNS server configuration .
In case you want to buy an expired domain, you can use domain exchanges, e.g. aftermarket.pl or expirki.pl . These sites allow you to buy an expired domain, often at reasonable prices. When searching through the list of expired domains, be sure to select a thematic category. This will help you filter out domains that will not fit your company's business profile.
Exchanges offer a wide range of information about expired domains, such as: domain age, registration date, deletion date, list of subpages indexed in the search engine, or data from tools such as Ahrefs or Majestic. This will certainly make it much easier to choose a domain that suits your needs.
Summary
Although the domain name itself is not a key factor influencing SEO, it is important for building a brand image or ensuring the consistency of the company's message. When choosing a domain, it is crucial that it is short, easy to remember and catchy, which will make it easier for users to find it later on the Internet. When choosing a name for your website, consider including your brand and, optionally, your business profile. Don't forget about the appropriate extension, which will support your efforts in the event of expansion into other markets.
If you would like to use an expired domain, check its history and link profile before purchasing it to avoid later problems with online visibility.
Before we move on to choosing an extension for your domain, let's review the main categories of extensions. We have:
generic Top-Level Domains ( gTLD ) — top-level domains, they are not assigned to a specific country, are very popular and are characterized by universality. Examples of gTLD domains:
.com,
.net,
.org,
.info.
country code Top-Level Domains (ccTLD) - these are domains assigned to a given country or region. Examples of ccTLDs:
.pl,
.nl,
.de,
.sk,
.fr,
.eu.
New generic Top-Level Domains ( ngTLDs ) - These are new generation domains that were introduced to expand the pool of available names. They are more specific than gTLDs and can indicate the industry the domain is related to. Examples of ngTLDs:
.tech,
.io,
.shop,
.store.
Sponsored domains ( sTLD - sponsored Top-Level Domains ) - these are domains managed by specific organizations or communities, which is why their registration and use are associated with restrictions. Examples of sTLD domains:
.gov,
.edu,
.mil.
Second-level domains (SLDs) - these are domains that contain an additional element related to the function of the page or location (regional domains) immediately before the top-level element. Examples of SLDs:
.edu.pl,
.com.pl,
.waw.pl,
.krakow.pl.
So how do you choose a domain extension? Let's consider a few cases.
If you run a local business and don't plan to expand to cash app database neighboring cities, a regional domain, or a second-level domain with a location indication, will be the perfect choice for you. This type of extension will show your recipients in which area you operate. Additionally, these domains may be clicked more often for local queries, which may indirectly increase their position in search results.
If you operate nationwide, you should opt for a country domain (ccTLD) or a generic domain (gTLD, ngTLD), and if the name you choose is taken, a second-level domain such as .com.pl. Remember that country domains signal to search engines that the content available on the website is intended for residents of a specific country. This means that a .pl domain will be suitable for Poland, but it will not conquer the market in Germany.
For international companies that want to be displayed in search engines regardless of country, the preferred extension will be generic extensions (gTLD and ngTLD). They provide the most freedom and are not assigned to a specific country, which makes them easier to position in Google . It is worth noting that next-generation domains can be useful for building a brand and communicating what we do. However, users may approach them with much greater reserve than traditional generic domains.
There was a thread on Reddit.com in 2023 about whether the .store domain is more problematic compared to .com or country-specific domains. The question was answered by John Muller himself, who stated that if you want to sell in one country, then the ccTLD is fine. However, if you want to expand to another country, you should make sure that you have a country-specific domain or a generic domain.
On the issue of new generation domains, he stated that what matters more here is the user's aspect, whether they will be willing to click on a link to a page that seems to be intended for users in another country (he gave the example of the .berlin domain, which, contrary to appearances, is a general domain and does not point to a specific country or city).
Here's a link to the entire thread on Reddit.com
Domain age and positioning
I have to disappoint you. Domains are not like wine and time alone does not affect their SEO value. If you bought an interesting domain some time ago, but it was not related to any website, then you can just as well treat it as one that you registered today.
The situation is slightly different in the case of domains from the secondary market, which can "boast" of some history on the Internet.
Aftermarket Domain Name - What You Need to Remember
Buying expired domains and placing pages on them is a common practice to speed up SEO results. It involves using the authority previously accumulated by the domain. However, you should be aware that this technique involves some risk.
Google stores information about all domains that bots have access to. For this reason, if you get a domain that, let's put it mildly, doesn't have a good history, you can only cause yourself trouble. A spammy link profile or low-quality content that previously hosted the site can be a proverbial ball and chain, not a stairway to heaven.
Therefore, before taking advantage of this “exceptional opportunity”, carefully analyze the domain’s history, and if you do not have the tools to do so, consult with specialists who will do it for you.
You can use the publicly available Wayback Machine archive to verify the domain's history . You can also use the who.is website to check when the domain was created, when it expires, and who registered it.
To check the link profile or archived phrases for which the domain was visible, you will need access to paid tools such as Ahrefs or Majestic.
Once you purchase a domain on the aftermarket, it is best to immediately verify it in Google Search Console to make sure that Google's algorithms have not imposed any penalties on it.
What does changing your current domain involve?
If after reading this guide you have decided to change your domain name, be sure to read this section before you begin.
Changing your domain name is not just a cosmetic procedure. In the case of sites with an established position in the search engine, such a move can cost you the positions you have earned. Therefore, before changing your domain name, it is worth contacting an SEO specialist who will suggest the best solution.
Are you planning to change the domain for your website?
We will plan the entire process so that your visibility on Google does not suffer.
Contact us!
If you decide to change the name, you must migrate the site to the new address. This involves, among other things, assigning old URLs to new ones, setting 301 redirects, and also replacing the old domain with the new one in internal links and incoming links. A properly performed migration should not cause large drops in traffic, and in some cases the migration procedure has a positive effect on SEO.
If you want to learn more about website migration and what it involves, read the article Website migration from A to Z by Przemysław Durał.
Where to buy a domain? — Domain registrar and exchange
There are many places where you can register a new Internet domain. Your hosting company will probably have such an option. However, if you want to save a little, you can try an independent domain name registrar. Remember, however, that in this case you will need the help of a programmer, because assigning a domain to a specific website will require some knowledge of DNS server configuration .
In case you want to buy an expired domain, you can use domain exchanges, e.g. aftermarket.pl or expirki.pl . These sites allow you to buy an expired domain, often at reasonable prices. When searching through the list of expired domains, be sure to select a thematic category. This will help you filter out domains that will not fit your company's business profile.
Exchanges offer a wide range of information about expired domains, such as: domain age, registration date, deletion date, list of subpages indexed in the search engine, or data from tools such as Ahrefs or Majestic. This will certainly make it much easier to choose a domain that suits your needs.
Summary
Although the domain name itself is not a key factor influencing SEO, it is important for building a brand image or ensuring the consistency of the company's message. When choosing a domain, it is crucial that it is short, easy to remember and catchy, which will make it easier for users to find it later on the Internet. When choosing a name for your website, consider including your brand and, optionally, your business profile. Don't forget about the appropriate extension, which will support your efforts in the event of expansion into other markets.
If you would like to use an expired domain, check its history and link profile before purchasing it to avoid later problems with online visibility.