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Googles Exact Match Domain Sucker Punch

Google’s Exact Match Domain Sucker-Punch

Back on September 28, Google dropped another algorithmic bombshell, this time targeting exact-match domains. In many ways, this update was even more damaging than the PANDA or Penguin updates over the past year.

If you’re not aware of the term “exact match domain,” it refers to a domain name that exactly matches a given search phrase. For example, atlantacosmeticsurgery.com. In the past, many medical practices would look to buy a domain name with a heavily searched keyword phrase in it in order to rank highly. This created a saturated market for domain name re-sellers who would spam everyone they could to try to sell their hot domain for hundreds, if not thousands, of dollars. This strategy worked, until Google decided to step in.

The update had no effect on almost all of Turbo’s client’s websites, but a few were hit particularly hard. The reason being was that their domain age was relatively young (less than a year), and the sites had yet to build up enough content on them to avoid the penalty. That’s the key here, Google’s move was to simply try to level the playing field and not give as much credence to exact match domains that lack age, content, or are entirely static. With Turbo’s sites that were affected it seemed to be an issue of bad timing.

I have mixed feelings about the update by Google. I understand what Google’s Matt Cutts was saying when he described the change:

“We have looked at the rankings and weights that we give to keyword domains and some people have complained that we’re giving a little too much weight for keywords in domains. And so we have been thinking about adjusting that mix a little bit and sort of turning the knob down within the algorithm so that given two different domains, it wouldn’t necessarily help you as much to have a domain with a bunch of keywords in it.”

My only concern is a website’s ability to bounce back. I’ve seen this start to happen a little bit with the few sites that were affected by the update, but time will tell. The update in general seemed like a bit of an overreaction on Google’s part. The reason I feel that way is because Google simply punished new sites with keyword-rich domains without taking into account their level of blogging or social media integration. A new domain name shouldn’t just be penalized simply for being new.

So how do you avoid the Google slap or help your domain name recover?

These are actually two different, yet related, questions. First, avoiding the penalty entirely applies to people looking to build new websites. I would suggest you not take any chances and simply use your practice name or the doctor’s name. However, if your practice name contains a major keyword you’re trying to rank for then I wouldn’t avoid it out of fear of backlash from Google. In theory, it should be obvious to Google that the keyword is your practice’s name based on your Google+ Places page, Facebook page and other business listings.

There are some SEO experts out there suggesting that you should not buy domains with multiple hyphens or more than 4 keywords. I’ve also seem some suggest that buying a .org or .net domain is better. While there’s some credence to these suggestions, the bigger issue is the content you’re posting and the optimization strategy you’re undertaking.

To avoid Google’s penalty you’ll want to:

  • Continuously post quality, unique content (2-4+ blog articles per month).
  • Do not over-do internal, or on-page, SEO. Keyword stuffing the site is a good way to signify that you’re spamming
  • Externally, build high quality links that go to inside pages and blog articles AND do not use the same anchor text for each backlink (they need to look as natural as possible)

Does this latest move by Google signify the end of the aftermarket domain names? Not exactly. The key here is domain age and content. If you can find a domain name that has had content on it for years and it’s not overly spammy looking, such as detroit-michigan-plastic-surgeon.info, then you may have something worth investing in. Just make sure that with any domain name that you purchase, new or old, you implement a consistent strategy of building up quality content and quality backlinks.

If you have any questions about Google’s latest algorithm change please leave Turbo a message here or call us directly at 877-673-7096 x2.

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Friday, December 3rd, 2021
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TRBO ADvance is a multichannel digital advertising and marketing agency specializing in Medical Beauty. We combine great design, cutting-edge technology, and proven business strategies into a clear message powerful enough to propel practices forward.

Our Services

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings.

We transform your business while you transform your patients. 

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients.

Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time.

Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients.

Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves.

We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients.

We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past.

We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice.

Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

SEO
Web Design
Email Marketing
Conversion Services
Creative Direction
Strategic Consulting
Digital Media Advertising
Social Media

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients.

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time. Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice. Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients. transform your business while you transform your patients.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

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