Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SEO and the Not Com Revolution

1,736 views

Published on

Here's what digital marketers and SEOs need to know about the Not Com revolution. Presented at the Rocks Digital Marketing Conferences in 2016 at the Addison, Texas convention center.

Published in: Technology
  • Be the first to comment

SEO and the Not Com Revolution

  1. 1. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution SEO and the Not Com Revolution
  2. 2. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution About Me • Senior VP, Agency Services, Advice Interactive • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996 • Domain Names and Site Migrations Expert
  3. 3. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Overview • Background: What are New gTLDs? • Examples of New gTLDs • Real World Example: Research Study • New gTLD Examples • Process for Moving to a New Domain
  4. 4. 2016 Rocks Digital – Background: What are New gTLDs? What are New gTLDs? • TLDs: Top Level Domains .COM, .NET, .ORG, .INFO are all TLDs • Generic TLDs (gTLDs): .XYZ, .BANK, .CLUB, 800+ more • ccTLDs: Country Code TLDs .CO.UK, .CA, .FR, .ES, .IT, .COM.AU, .ME
  5. 5. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Total Domain Market as of August 2015
  6. 6. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution
  7. 7. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution
  8. 8. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution
  9. 9. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution SEO Factors and Domain Names • For search, still value in using Keyword Rich domain • Keyword rich domains must be developed • Search engines use link data, keywords used in links • Domain history, reputation are ranking factors
  10. 10. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution SEO Factors and Domain Names • Keywords are how people refer to websites • Websites use keywords to link to other websites • A keyword rich domain, with content, will rank • New gTLDs with keywords in extensions help
  11. 11. 2016 Rocks Digital – Examples of New gTLDs Yeezy.SUPPLY by Kanye West
  12. 12. 2016 Rocks Digital – Examples of New gTLDs TheHungerGames.MOVIE
  13. 13. 2016 Rocks Digital – Examples of New gTLDs Lady Gaga's BornThisWay.FOUNDATION
  14. 14. 2016 Rocks Digital – Examples of New gTLDs Coffee.Club
  15. 15. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Reasons to Move to a Not Com • Keywords and semantic meaning • Ability to precisely match key terms to domain name, for products, services, corporate identity • No loss of Google and search engine love • Lack of available reasonable options in .COM • But, let’s look at a real world example
  16. 16. 2016 Rocks Digital – New gTLD Vs. .COM Study New gTLD Versus .COM Study • Which is better for marketing? • .COM vs. New gTLD domain name? • Which is better for ROI?
  17. 17. 2016 Rocks Digital – New gTLD Vs. .COM Study Methodology, Requirements • Use a Controlled Marketing Test • Real-World Testing, Results • PPC to Test Ads, Landing Pages, gTLD • Landing Pages, Conversions the Same • Test for a Certain Period of Time
  18. 18. 2016 Rocks Digital – New gTLD Vs. .COM Study How I Did the Testing • Google AdWords Ads • Keywords the same for all ads • Bids the same ($1.00 per click bid) • Same Landing Page, Same Content • Only difference was the domain name used: www.3CaratDiamonds.com www.3Carat.Diamonds
  19. 19. 2016 Rocks Digital – New gTLD Vs. .COM Study Keyword Examples diamond price chart diamond chart diamond quality chart diamond carat size chart types of diamond cuts diamond facts 3 carat diamond ring diamond grade diamond clarity diamond color diamond buyer guide diamond certification
  20. 20. 2016 Rocks Digital – New gTLD Vs. .COM Study Ad Examples Diamond Buying Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3CaratDiamonds.com Beginner’s Diamond Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3carat.Diamonds
  21. 21. 2016 Rocks Digital – New gTLD Vs. .COM Study Landing Page
  22. 22. 2016 Rocks Digital – New gTLD Vs. .COM Study Results in 2014 3CaratDiamonds.com vs. 3Carat.Diamonds • May 2014: Average CPC 3Carat.Diamonds: $.77 3CaratDiamonds.com: $.81 • May 2014: Results 52% Conversion Rate on .COM, 36% on .DIAMONDS Effective CPM: Costs 2x as much to advertise a .COM *Effective CPM is the rate spent for 1000 views of an ad
  23. 23. 2016 Rocks Digital – New gTLD Vs. .COM Study Results – Sept. 2015 3CaratDiamonds.com vs. 3Carat.Diamonds • Results: Average CPC 3Carat.Diamonds: $.77 (vs. $.77 in May 2014) 3CaratDiamonds.com: $.83 (vs. $.81 in May 2014) • Conclusions: Sept. 2015: 22% Conversion Rate on .COM, 35% on .DIAMONDS May 2014: 52% Conversion Rate on .COM, 36% on .DIAMONDS New gTLD converts BETTER than .COM in 2015 Effective CPM: Still costs 2x as much to advertise a .COM
  24. 24. 2016 Rocks Digital – New gTLD Vs. .COM Changes in Conversions Since 2014
  25. 25. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Finding New gTLDs • New TLD Stats - https://ntldstats.com/tld • Calzone - http://www.calzone.org
  26. 26. 2016 Rocks Digital – SEO, Dot Brand, and the Not Com Revolution Sample New gTLDs • .DENTIST • .PLUMBING • .CLUB • .REALTOR • .PHOTOGRAPHY • .CHURCH • .LAWYER • .ATTORNEY • .FEEDBACK / .REVIEWS
  27. 27. 2016 Rocks Digital – Moving to a New Domain Name Moving to a New Domain Name • Don’t take moving to another domain lightly • Problems can be avoided with proper planning • Moving to a new gTLD can be done successfully • Moving may position you better for the future
  28. 28. 2016 Rocks Digital – Moving to a New Domain Name Steps for Pre-Move • Make Backup of Current Website • Perform due diligence on new domain name • Crawl website, save list of URLs • Set up 301 Permanent Redirects (old URL to new URL) • Set up SSL HTTPs Certificate for new domain name (TLS/SSL is mandatory for some TLDs) • Start marketing campaign, help awareness of domain
  29. 29. 2016 Rocks Digital – Moving to a New Domain Name Steps for Pre-Planning • Plan a date and time to move to the new domain • Detail the process for moving • Who is responsible for what (in your organization)?
  30. 30. 2016 Rocks Digital – Moving to a New Domain Name On Moving Day • Add 301 Permanent Redirects, Test Redirects • Crawl Website to check redirects • Update Social Media, Email Address, Business Cards • Notify Search Engines of Change of Address • Submit sitemap of OLD site to search engines
  31. 31. 2016 Rocks Digital – Moving to a New Domain Name After Moving Day • Watch analytics for changes in traffic • Watch site for any search engine ranking changes • Get new links to the new domain name
  32. 32. 2016 Rocks Digital – Moving to a New Domain Name Checklist for Moving to a New Domain • Extensive checklist is available (one-pager)
  33. 33. 2016 Rocks Digital – Concerns on Moving to a New TLD Concerns on Moving to a New TLD • Sites have been moving to a new domain for years • Personally handled over 100+ large site migrations • No significant issues if done properly • No significant drops in traffic, search engine rankings • Issues can arise with duplicate content, bad redirects
  34. 34. 2016 Rocks Digital – Why Move to a New TLD? Why Move to a New gTLD? • New gTLDs enhance SEO • New gTLDs add aspect to relevant content not available before • New gTLDs encourage keyword-rich linking • Moving to a new, better address can be done safely
  35. 35. 2016 Rocks Digital – Thank You Contact Me Bill Hartzer Senior VP, Agency Service, Advice Interactive Email: bhartzer@adviceinteractive.com Mobile: +1 (214) 236-4378 Web: adviceinteractive.com Blog: billhartzer.com Twitter: @bhartzer Facebook: facebook.com/bhartzer

×