Great News! New Top Level Domains (TLDs) avalable to boost your marketing – but what happens to your SEO?
Since the new extensive list of TLDs (gTLDs) were announced there has been rumour upon rumour that Google is marking down your SEO if you use a vanity TLD or in one blog post that I saw, “Don’t use a new vanity TLD as Google will remove your site from SEO search and give a zero ranking!” Really? Will implementing a new TLD upset Google that much and kill your SEO?
In a recent blog John Mueller, Webmaster Trends Analyst at Google posted a comprehensive Q&A to put the record straight and to squash some of the more ‘outlandish’, scaremongering rumours. Here are the key highlights of the blog on new TLD’s and the impact they will have on your SEO… or not!
“With the coming of many new generic top level domains (gTLDs), we’d like to give some insight into how these are handled in Google’s search. We’ve heard and seen questions and misconceptions about the way we treat new top level domains (TLDs), like .guru, .how, or any of the .BRAND gTLDs, for example:
Q: How will new gTLDs affect search? Is Google changing the search algorithm to favor these TLDs? How important are they really in search?
A: Overall, our systems treat new gTLDs like other gTLDs (like .com & .org). Keywords in a TLD do not give any advantage or disadvantage in search.
Q: Will a .BRAND TLD be given any more or less weight than a .com?
A: No. Those TLDs will be treated the same as a other gTLDs. They will require the same geotargeting settings and configuration, and they won’t have more weight or influence in the way we crawl, index, or rank URLs.
Q: How are the new region or city TLDs (like .london or .bayern) handled?
A: Even if they look region-specific, we will treat them as gTLDs. This is consistent with our handling of regional TLDs like .eu and .asia. There may be exceptions at some point down the line, as we see how they’re used in practice.
Q: What about real ccTLDs (country code top-level domains) : will Google favor ccTLDs (like .uk, .ae, etc.) as a local domain for people searching in those countries?
A: By default, most ccTLDs (with exceptions) result in Google using these to geotarget the website; it tells us that the website is probably more relevant in the appropriate country. Again, see our help center for more information on multi-regional and multilingual sites.
So if you are moving to a new generic/vanity TLD you won’t necessarily have a loss of SEO – but remember Google needs to know what’s happening, just moving without following strict SEO rules WILL upset your current ranking. You can ensure your SEO is not hit by following these four basic steps:
- Prepare the new site and test it thoroughly
- Prepare a 301 table from the current to the corresponding new
- Configure the server to redirect from the old to the new ones
- Monitor and track the traffic on the associated URLs
Aside from TLDs you can read more about getting on top of Google SEO with our guide
To see other areas of website SEO check out these links:
► Learn more about ranking techniques with examples of client rankings and approaches: ‘How to be found in Google Searches‘
► Why Social Media is so important to SEO and Google: Using Social Media Profiles for SEO