how to make money with keyword domains (domaining europe 2017)

#DomainingEurope Ramón Rautenstrauch · [email protected] · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch

How to make money with Keyword Domains

Ramón Rautenstrauch

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About me

RAMÓN RAUTENSTRAUCH • Online Marketing Consultant, Internet

Strategist, SEO and Project Manager. • Passionate about Internet Marketing. • Obsessed with results, leads,

conversions and improvement through analysis.

• WordPress Geek. • Beer lover . • Organic food pioneer in Spain.

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My daily work

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Online publisher that creates and manages high

volume websites

Leading Spanish Microsoft Dynamics partner


Our portfolio of developed sites

60%

5%

35%

.com Geo New GTLDs

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More than 400 active sites with more than 50% EMDs (“Exact Match Domain”)


What I am speaking about today

• How to make money with Keyword Domains – To start: For us

• Rank = Make Money

– I will be speaking about: • Is it still possible to make money with Keyword

Domains in 2017? • How to get on the Top10 of Google. • How to be successful with Keyword Domains.

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The “EMD”

The EMD domains (“Exact Match Domain”) exactly match the keyword a person uses when

searching for your content.

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Ranking of EMDs -1

• Historically the domains with keywords have ranked well for them.

• On September 27th 2012 Google launched the: “Exact-Match Domain (EMD) Update” – Google changed it’s algorithm, so websites that

used domain names like that wouldn’t rank just for the simple fact that the keyword was in the domain name. And yes, that used to be the case, before the update.

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Ranking of EMDs

• In USA, Germany, UK and other countries the EMDs have suffered under this update and some newer updates.

• In Spain even now (over 5 years after the update) it still has not been completely applied.

• So, after this update, does it still pay off to use a domain name that includes a keyword? Only if the rest of your website adds up.

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Ranking of EMDs -3

• My advice: – If you managed to build a brand around that EMD,

and you still get lots of traffic, keep up the good work.

– If you want to start a business around a new keyword domain, please make sure your marketing is absolutely top notch.

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Can you still rank with an EMD in 2017?

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“Keywords in a TLD do not give any advantage or disadvantage in search”

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John ☆.o(≧▽≦)o.☆ @JohnMu Webmaster Trends Analyst at Google.


Can you still rank with an EMD in 2017?

• Yes. Of course. • But not only by owning the domain name, you

also need: – Great content. – Great links. – OnPage SEO + Speed.

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#DomainingEurope Ramón Rautenstrauch · [email protected] · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch 13

Domains do not rank without effort


GREAT CONTENT

• Create and share useful and interesting content to atract potential customers.

• Without content there will be no rankings. • Content is necessary, but: DON’T COPY

CONTENT.

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The importance of content -1 Anonymous data of 100.000 domains and 450 milion pages using SemRush Site audit

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More inform

ation: https://es.semrush.com

/blog/errores-comunes-seo-on-page/

https://es.semrush.com/blog/errores-comunes-seo-on-page/










The importance of content -2 Anonymous data of 100.000 domains and 450 milion pages using SemRush Site audit

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More inform

ation: https://es.semrush.com

/blog/errores-comunes-seo-on-page/











The importance of content: Does content help to rank? -1

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More inform

ation: https://ahrefs.com/blog/also-rank-for-study//

Ahrefs study across 3 million search queries









The importance of content: Does content help to rank? -2

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More inform

ation: https://ahrefs.com/blog/also-rank-for-study//

Ahrefs study across 3 million search queries









Content Optimization TF*IDF -1 • With the TF*IDF formula, you can identify in which proportion certain

words within a page of a website are weighted compared to all competing pages. – This formula can be used for OnPage optimization in order to increase a

website’s relevance in search engines. – TF is short for “Term Frequency” (also called WDF = “Within Document

Frequency”) • Refers to the frequency of a keyword within a single document.

– IDF = Inverse Document Frequency • The IDF determines a text’s relevancy with regard to a certain keyword.

– TF*IDF • The multiplied formulas show a page’s relative term evaluation compared to all

potentially competing pages containing the same keyword. • There is no “perfect value”, but you always have to keep under the “spam-line”

• Apart from the keyword density, this formula can be used for OnPage optimization in order to increase a website’s relevance in search engines.

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More inform

ation: https://en.onpage.org/wiki/TF*IDF //

https://en.onpage.org/wiki/TF*IDF




Content Optimization TF*IDF -2

• A TF*IDF tool can serve for the determination of keywords that should be used ideally in the website’s content.

• Texts cannot only be optimised regarding a certain keyword but the tool also points out which terms should be included in a text in order to make it as unique as possible.

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Content Optimization TF*IDF -3

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Never forget: DON’T COPY CONTENT

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AVIS copied the text of the SIXT landing page, including the brand name. (Germany, 5th May 2017)


GREAT LINKS

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More inform

ation: http://ww

w.linkresearchtools.com

/links-important-ranking-factor/

http://www.linkresearchtools.com/links-important-ranking-factor/









How to Rank Number One in Google: A Study of 1 Million Pages -1

• Webpages with their target keyword in their URL tended to rank higher in Google than those that didn’t.

• Backlinks matter. – On average, the top 2 results on page 1 of Google equated to

having 38% of all the backlinks from pages on page 1. • On average, the higher up page 1 the result is, the greater

the number of linking domains that the webpage has. – Webpages ranking #1 had an average of 168% more linking

domains than those ranking #5. • Anchor text is still a huge ranking signal.

– Webpages ranking #1 had an average of 5.42% of their anchor text actually including their target keyword. The further up page 1 you look, the higher this percentage goes.

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More inform

ation: ww

w.m

atthewbarby.com

/ranking-in-google/

http://www.matthewbarby.com/ranking-in-google/






How to Rank Number One in Google: A Study of 1 Million Pages -2

• Webpages on HTTPS had positive correlation with higher rankings. – 33% of all the sampled URL that ranked either #1, #2 or #3 using

HTTPS. • Top-ranking webpages tended to have shorter page titles.

– The sweet spot nearing closer to 8 words in length. • Including your target keyword within your page title

positively correlated with higher search rankings. – Of the sampled data, over 15% of all the page 1

rankings included the target keyword within its page title. A study by Matthew Barby: (last updated March 31st 2017)

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More inform

ation: ww

w.m

atthewbarby.com

/ranking-in-google/







OnPage SEO + speed

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Make better OnPage SEO than your competitors in the SERPs

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How to get to the Top10 of Google

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How long does it take to rank first in Google? -1

• Only 22% of pages that currently rank in the Top10 were created within 1 year:

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More inform

ation: https://ahrefs.com/blog/how

-long-does-it-take-to-rank/

Ahrefs took 2 million random

keywords and pulled data

on the Top10 ranking pages for each of them

https://ahrefs.com/blog/how-long-does-it-take-to-rank/















• Percentage of pages at each ranking position were less than 1 year old:

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More inform





















• Only 5.7% pages ranked in the Top10 search results within 1 year for at least 1 keyword:

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More inform





















• Almost 95% of newly published pages don’t get to the Top10 within a year.

• And most of the “lucky” ones, which do manage to get there, do it in about 2–6 months.

• Actually, we shouldn’t be framing these pages as “lucky,” because the reason they got to the Top10 in less than a year is most likely hard work and great knowledge of SEO, not luck.

• So here’s to hard work and dedication!

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More inform

















For how many keywords can a single page rank? -1

• For anyone monitoring their traffic from Google, it’s not really a revelation that a single page can rank for hundreds (or even thousands) of relevant keywords.

• But how many keywords exactly will an average page rank for? – The average #1 ranking page will also rank well

for about 1.000 other relevant keywords.

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More inform

ation: https://ahrefs.com/blog/also-rank-for-study/

https://ahrefs.com/blog/also-rank-for-study/








How to be successful with Keyword Domains

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How we choose keyword domains to be able to rank for loads of keywords

1. Picking a topic with high search volume potential

2. Research of competitors. 3. Not going after too many high-volume

keywords on one page. 4. Long form content. 5. Good backlink profile.

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Finding a .com EMD is nearly impossible

But there’s a new opportunity: The new TLDs

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Should we focus on new gTLDs?


“2016: A Year in Review for Not-Com Growth and Adoption”

• The third year of not-com availability was marked by exponential growth and major boosts in consumer awareness as businesses continued their online migration away from dot-com.

• Total not-com registrations grew 230 percent to above 27 million this year, including a record-breaking month of June in which 3.8 million new domains were registered.

• There are now more than 500 not-com naming options available to the public – nearly 200 of these are managed by Donuts.

• We’re seeing a major shift in the Internet’s naming system, as more than half of all domains worldwide are registered outside the 'dot-com' extension, with over 10,000 new not-com domains registered every day—roughly one every 10 seconds.

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http://www.donuts.domains/donuts-media/blog/2016-a-year-in-review-for-not-com-growth-and-adoption


Do new TLDs rank on Google?

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One example to start: cerrajerosbcn24h.barcelona

• First result for “locksmiths Barcelona” is a .barcelona domain registered on 6/april/2016:

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The keyword is: "Cerrajeros Barcelona" ("Locksmiths Barcelona") According to Google AdWords: 3.600 searches/month; high competition; Suggested PPC bid: 16,62 €


Some experiments / examples of the ranking of new TLDs

Two EMD with different extensions Six .barcelona domains

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EXAMPLE 1: Rankings of two EMDs with different extensions

.tienda (tienda = shop) .online

The keyword is: Cerrajeros Mallorca (“Locksmiths Mallorca”).

According to Google AdWords: 720 searches/month; medium competition; Suggested PPC bid: 0,97 €

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Cerrajeros Mallorca (“Locksmiths Mallorca”)

• Two websites on EMD domains with different extensions created on 2/12/2015:

– CerrajerosMallorca.tienda (tienda = shop)

• 3.297 words optimized for the main keyword: “Cerrajeros Mallorca”. • The text contains related keywords and variants of the main keyword. • 8 optimized images. • 2 outgoing links to authority websites.

– CerrajerosMallorca.online

• 1.629 words optimized for the main keyword: “Cerrajeros Mallorca”. • The text contains related keywords and variants of the main keyword. • 5 optimized images. • 2 outgoing links to authority websites.

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http://cerrajerosmallorca.tienda/

http://cerrajerosmallorca.online/


Cerrajeros Mallorca (“Locksmiths Mallorca”)

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Rankings 27/05/2016: – Google:

• .Tienda: 15 • .Online: 22

– Bing: • .Tienda: 10 • .Online: 16

– DuckDuckGo: • .Tienda: 5 • .Online: 3



– Bing: • .Tienda: 3 • .Online: -




– Bing: • .Tienda: - • .Online: 10



EXAMPLE 2: .barcelona Domains

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• alarmas.barcelona (“Alarms Barcelona”): – 110 searches/month; medium competition; Suggested PPC bid: 4,00 €

• antenista.barcelona (“Antenna installers Barcelona”): – 140 searches/month; medium competition; Suggested PPC bid: 1,82 €

• electricista.barcelona (“Electricians Barcelona”): – 480 searches/month; high competition; Suggested PPC bid: 3,71 €

• fontaneros.barcelona (“Plumbers Barcelona”): – 390 searches/month; medium competition; Suggested PPC bid: 3,90 €

• lampistas.barcelona (“Plumbers Barcelona”): – 140 searches/month; medium competition; Suggested PPC bid: 2,98 €

• cerrajeros.barcelona (“Locksmiths Barcelona”): – 3.600 searches/month; high competition; Suggested PPC bid: 16,62 €


Rankings in Google of domains with city extension .barcelona

• 6 .barccelona websites created on 13/05/2016.

• They have one post with 7.000 words including optimized images and social media accounts.

• The outgoing links go to online newspapers, Wikipedia, Chamber of Commerce and the Barcelona's town hall.

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• alarmas.barcelona (“Alarms Barcelona”) – Keyword: alarmas barcelona – 25/04/2016: Page 6 – 27/05/2016: Page 4 (Bing: 3rd result; DuckDuckGo: 1st result) – 01/12/2016: 13 (Bing: 4 y 5; DuckDuckGo: 1) – 10/01/2017: 11 (Bing: 1; DuckDuckGo: 1) – 12/05/2017: Not on page 1-10 (Bing: 2; DuckDuckGo: 1)

• antenista.barcelona (“Antenna installers Barcelona”) – Keyword: antenista en barcelona – 25/04/2016: Page 3 – 27/05/2016: Page 3 (Bing: 10th result; DuckDuckGo: Page 2) – 01/12/2016: 8 (Bing: 4; DuckDuckGo: 11) – 10/01/2017: 9 (Bing: 2; DuckDuckGo: 14) – 12/05/2017: 9 (Bing: 15; DuckDuckGo: 3)

• electricista.barcelona (“Electricians Barcelona”) – Keyword: electricistas barcelona – 25/04/2016: Page 6 – 27/05/2016: Page 6 (Bing: 7th result; DuckDuckGo: -) – 01/12/2016: 20 (Bing: 2; DuckDuckgo: 1) – 10/01/2017: 10 (Bing: 5; DuckDuckgo: 3) – 12/05/2017: 18 (Bing: 5: DuckDuckGo:4)

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• fontaneros.barcelona (“Plumbers Barcelona”) – Keyword: fontaneros barcelona – 25/04/2016: Page 5 – 27/05/2016: Page 3 (Bing: 5th result; DuckDuckGo: 2nd result) – 01/12/2016: 21 (Bing: 4; DuckDuckGo: 1) – 10/01/2017: 13 (Bing: 2; DuckDuckGo: 1) – 12/05/2017: Not in page 1-10 (Bing: 2: DuckDuckGo: 3)

• lampistas.barcelona (“Plumbers Barcelona”) – Keyword: lampistas barcelona – 25/04/2016: Page 3 – 27/05/2016: Page 3 (Bing: 7th result; DuckDuckGo: n/a) – 01/12/2016: 17 (Bing: 4; DuckDuckGo: 55) – 10/01/2017: 13 (Bing: 3; DuckDuckGo: 22) – 12/05/2017: 9 (Bing: 15: DuckDuckGo: 3)

• cerrajeros.barcelona (“Locksmiths Barcelona”) – Keyword: cerrajeros barcelona – 25/04/2016: Not in first 10 pages. – 27/05/2016: Not in first 10 pages (Bing: Page 2; DuckDuckGo: Page 2) – 01/12/2016: 36 (Bing: 9; DuckDuckGo: 1) – 01/12/2016: 16 (Bing: 12; DuckDuckGo: 3) – 12/05/2017: 18 (Bing: 9: DuckDuckGo: 4)

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Additional information

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How does Google

treat new gTLDs?

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How does Google treat new gTLDs? Official questions and answers from Google (1/3)

QUESTION: How do new gTLD influence search? Will Google change algorithms to boost these TLD? ANSWER: In general, our systems treat new gTLD as all other gTLDs, for example, .com y .org. Keywords in the extension of a TLD do not have advantages or disadvantages in search.

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More inform

ation: googlewebm

aster-es.blogspot.com.br/2015/07/gestion-de-google-de-los-nuevos.htm

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Gestión de Google de los nuevos dominios de nivel superior (martes, 21 de julio de 2015)

http://googlewebmaster-es.blogspot.com.br/2015/07/gestion-de-google-de-los-nuevos.html
















QUESTION: ¿How are city or regional gTLDs managed (for example .london or .bayern)? ANSWER: Although these TLD may seem specific to a region, we will treat them as all other gTLDs. In this way, we remain consistent with how we manage regional TLD like .eu and .asia. There may be some exceptions to appear in the future as we see how they are used in practice.

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More inform

ation: googlewebm


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QUESTION: ¿TLDs like .BRAND will rank better than the .com? ANSWER: No. These TLD will be treated as all other gTLD. QUESTION: Will Google help my SEO efforts when moving from a .com to a new TLD? ANSWER: No. These domain migrations will be treated as any other domain migration.

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More inform

ation: googlewebm


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The tools we use in our daily SEO workflow

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Wrapping up

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How to make money with Keyword Domains?

• To rank a keyword domain we build: – Great (optimized) content: Unique and useful content. – Great links to the content: "Ranking without links is very, very hard" – Optimize OnPage SEO + Speed: No errors, no broken links, clear calls to

action, etc and fast loading pages (including http/2 and https). • To be successful you need: Patience, hard work and dedication. • We try to rank for our main money keyword and the greatest possible

number of other keywords: Good rankings are money.

• Our goal is to be always better than our competitors in the SERPs. – If in the analysis we find competitors that are doing a great job, normally we

search for alternatives.

• Today to rank a keyword domain you need the domain and a great effort in Content, Links and Optimization. 5 years ago you only needed the domain.

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The new GTLDs are an opportunity to own great domains.

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But if we can get the .COM domain, we

go for it!


Do we need SEO in 2016?

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Do we need SEO in 2016?

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Do we need SEO?

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Click probability on the first eleven results

More inform

ation: https://ww

w.sistrix.com

/blog/click-probabilities-in-the-google-serps/

27. October 2015

https://www.sistrix.com/blog/click-probabilities-in-the-google-serps/














Domains do not rank without effort


Thank you.

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Ramón Rautenstrauch [email protected]

@ramonrauten es.linkedin.com/in/ramonrautenstrauch Main Blog: ApasionadosDelMarketing.es

mailto:[email protected]

https://twitter.com/ramonrauten

https://es.linkedin.com/in/ramonrautenstrauch

http://www.apasionadosdelmarketing.es/


All images are from our partner

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