How to make money with Keyword Domains (Domaining Europe 2017)

#DomainingEurope Ramón Rautenstrauch · hola@ramon.marketing · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch
How to make money with
Keyword Domains
Ramón Rautenstrauch
1

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.
2

My daily work
3
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
4
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.
5

The “EMD”
The EMD domains (“Exact Match Domain”)
exactly match the keyword a person uses when
searching for your content.
6

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.
7

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.
8

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.
9

Can you still rank with an EMD in
2017?
10

“Keywords in a TLD do not give any
advantage or disadvantage in search”
11
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.
12

#DomainingEurope Ramón Rautenstrauch · hola@ramon.marketing · @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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Moreinformation: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
16
Moreinformation:https://es.semrush.com/blog/errores-comunes-seo-on-page/

The importance of content: Does
content help to rank? -1
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Moreinformation: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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Moreinformation: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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Moreinformation:https://en.onpage.org/wiki/TF*IDF//

• 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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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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Moreinformation: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.
24
Moreinformation: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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Moreinformation:www.matthewbarby.com/ranking-in-google/

OnPage SEO + speed
26

Make better OnPage SEO than your
competitors in the SERPs
27

How to get to the Top10 of
Google
28

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:
29
Moreinformation:https://ahrefs.com/blog/how-long-does-it-take-to-rank/
Ahrefstook2millionrandomkeywordsandpulleddata
ontheTop10rankingpagesforeachofthem

Google? -2
• Percentage of pages at each ranking position
were less than 1 year old:
30

Google? -3
• Only 5.7% pages ranked in the Top10 search
results within 1 year for at least 1 keyword:
31

Google? -4
• 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!
32

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.
33
Moreinformation:https://ahrefs.com/blog/also-rank-for-study/

How to be successful with
Keyword Domains
34

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.
35

Finding a .com EMD is
nearly impossible
But there’s a new opportunity:
The new TLDs
36

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?
39

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
41

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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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
– Google:
• .Tienda: 10
• .Online: 3
– Bing:
• .Tienda: 3
• .Online: -
– DuckDuckGo:
• .Tienda: 1
• .Online: 9
– Google:
• .Tienda: 7
• .Online: 6
– Bing:
• .Tienda: -
• .Online: 10
– DuckDuckGo:
• .Tienda: 14
• .Online: 7

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”):
• electricista.barcelona (“Electricians Barcelona”):
– 480 searches/month; high competition; Suggested PPC bid: 3,71 €
• fontaneros.barcelona (“Plumbers Barcelona”):
• lampistas.barcelona (“Plumbers Barcelona”):
• 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
49

How does
Google
treat new
gTLDs?
50

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.
51
Moreinformation:googlewebmaster-es.blogspot.com.br/2015/07/gestion-de-google-de-los-nuevos.html
Gestión de Google de los nuevos dominios de nivel superior (martes, 21 de julio de 2015)

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.
52

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.
53

The tools we use in our daily SEO
workflow
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Wrapping up
55

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.
56

The new GTLDs are an opportunity
to own great domains.
57
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?
59

Do we need SEO?
60
Click probability on the first
eleven results
Moreinformation:https://www.sistrix.com/blog/click-probabilities-in-the-google-serps/
27. October 2015

Domains do not rank without effort

Thank you.
62
Ramón Rautenstrauch
hola@ramon.marketing
@ramonrauten
es.linkedin.com/in/ramonrautenstrauch
Main Blog: ApasionadosDelMarketing.es

All images are from our partner
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How to make money with Keyword Domains (Domaining Europe 2017)

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