Five Minutes With Jack Ramblings Of An Insane Internet Marketer

January 23, 2012

Episode-71- The Importance and Impact of Domain Structure

Filed under: Podcast — Tags: , , — JackSpirko @ 5:27 pm
Just How Important is the Structure of Your Domain Name?

Just How Important is the Structure of Your Domain Name?

I have had a version of the following question no less than 12 times this month so far…

How important is it to get a domain that is a dot com and exactly matches your primary key word or phrase?

The answer is really kind of weird as it is…

1.  In some ways very important
2.  In some ways not that important at all

Here’s why, if you wanted to rank your site for “blue widgets” there is absolutely no doubt that if you owned it would be a tremendous advantage to getting a top rank for the term.  Further if the term is only moderately competitive it is just about guaranteed that owning that domain along with very basic SEO would result in a top three if not a number one ranking.

On the other hand there are plenty of ultra competitive terms with sites having top ranks that don’t have the term in the URL at all.  The URL structure is only one component of search engine rankings, though it is in some ways a very powerful one.

With ranking a site for say “blue widgets” I would state that if you can get any domain you want the following rules apply

  1. The best domain would be
  2. The second best option would be,, etc.
  3. The third best option would be something like or
  4. The fourth best option would be something like
  5. The last option would be something like or (the second one is great for a “mini site”)
  6. In the end content and links will have the greater effect on ranking anyway so get the best domain you can and rock on.

The above is all purely from a search engine ranking perspective.  There are many other factors such as with the right term you can get a lot of  “direct request traffic”.  Also a site like is ideal for word of mouth marketing or conventional advertising for a variety of reasons.  To hear more on this often confusing subject tune in to today’s episode.

For more on my thoughts about not obsessing over this topic to much listen to Episode-30- Dot Net, Dot Com, Dot Org and Negative Greed

Discuss this Episode at The Road to 100K Forums


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    Great show Jack. You kind of sideswiped a topic I’d love to hear you expand on at some point.. the difference between branding a ‘product or service’ and branding ‘yourself’ and the different way one goes about the two. Several years ago, I brought this topic up one time on a call with a well known success coach who was teaching a class on online business building, and I left him kind of stumped, but because of your unique experience in both marketing products/services AND in marketing yourself for the podcast, I think you could provide some interesting insight. Thanks again for an awesome show.

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    After listening to this I registered three domain names (besides the ones I already have) – two for a business idea and one that is my real name. I think the .me domain is pretty good too.. like “” “” etc

    Re: Dene, I think it sounds more professional if you are branding as a product or service. However, maybe your readers feel closer to you if you use your personal identity.

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