Google has finally confirmed what SEO practitioners have been assuming for weeks now. For the past three months, Google has been tinkering with its ranking formulas in order to introduce several new factors in clustering, ranking and SPAM filtering. During this time, websites that had once received Top placements have found themselves bouncing around the Search Engine Results Pages (SERPs), often dropping as far as 50 - 100th place in Google's rankings. While Google has not issued any official statements, an engineer at Google who writes under the name, "Google-Guy" has confirmed in the SEO Discussion Forum, Web Master World that the changes perceived by SEO professionals were in fact being made, "on the fly" as Google attempts to work out the kinks in their new systems.

The changes being introduced by Google have made a significant impact on search engine rankings and has caused a great deal of damage to many companies dependant on Google listings. As Google is a private company with no contractual obligations to the websites listed in its directory, there is absolutely no recourse for companies effected by a loss of position. Unfortunately, at this time, Google is the absolute king of search engines being responsible in one way or another for over 70% of all searches conducted on the Internet. According to our pseudonymous source, Google-Guy, the changes should be complete by the end of July. We expect to see a fairly different Google when all is said and done but we also expect that Google will continue to be the dominant search tool for at least the next 12 - 18 months as they have several distribution agreements with other search engine firms. As for clients whose rankings have been effected, there is very little we can do before fully understanding what types of results the new algorithms will produce. Google has not remained consistent enough and it is not acting logically enough for us to fully analyze and make our educated assumptions. We will be sure to keep you aprised.

…It'll soon shake your windows
And rattle your walls
For the times they are a-changin'. Bob Dylan, 1963

This is the closest reference we could find to the reality of the search engine and Internet environment. The times are changing and the rapidity of change seems to be increasing each day. Here is a quick run-down of what we see happening today.

• Google is about to finalize their new ranking formulas. This will lead to a measure of stability at Google and hopefully will end the three-month reign of bizarre results seen at Google.
• Yahoo is expanding rapidly and is beginning to integrate Inktomi results in their SERPs.
• Overture bought AltaVista and AlltheWeb a few months ago and it is starting to look like AltaVista is going to sink into obscurity.
• Lycos has been bailed-out by Telephonica in Europe and will remain an ongoing player in the Search Engine marketplace. This is interesting as the fastest growing demographic group on the web is from Latin America and Lycos, based in Madrid has carved a strong niche for itself in that market.
• MSN has just signed a deal with AOL which likely spells the demise of Netscape search. Netscape was displaying a virtual mirror of Google results but, the loss of the popular search service will mean a greater dependence on Google in the future.
• Many of the innovative search tools such as Vivisimo and Lasoo are folding, as investment income has not materialized due to a terrible economic and investment outlook.
• The bright spot is the return of NorthernLights to the search-field. How their re-launch will turn out is anyone’s guess but, having an innovative and interesting resource back in the fold shows good signs for the industry. Note - currently their site seems to be offline.

The changes in the search engine world are most interesting but also very stressful for SEO firms. Unlike the revolutionaries of the 60’s, who didn’t need such folk, we are the weathermen who know which way the wind blows and right about now, our answers are blowing like a hurricane.

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QUESTION

What is your perspective on the search engine placement advantage conferred by a domain name that's identical to the main search phrase for a site?

In other words, would the domain CarSales.com provide a significant advantage to a site built there for searches on the phrase "car sales"? And if so, how does that advantage compare to the advantage that would be conferred by the domains Car-Sales.com and CarSales.net?

Thanks in advance, - Jon S.

ANSWER

Hello Jon,

My experience with keyword oriented domain names has been extremely positive. Even the long and verbose hyphenated domains seem to perform well on the search engines. Just how much it makes a difference is debatable. I have found that a keyword targeted domain can add as much as a 5% advantage (off-the-cuff estimate) within a promotion. In other words in competitive situations it might be all that stands between edging out your competition to that next higher placement. All that I know is that it provides a little more ammunition during a promotion and that is always a welcome situation.

Now before choosing your domain name there is an important question to consider: do you want your viewers to remember your address? In most cases companies need to purchase a domain that is easy to remember so that their return visitors remember it and type it directly into their address bar. If you are concerned about this then you should pick a domain that is relatively short but concise. if you can find an available one. The 'carsales.com' is a great example and can add some relevance to your site. But an even better option is hyphenating the domain, if you don't think it will effect the branding power. By adding a hyphen you are effectively isolating each keyword which appears to have better results on placements.

Should you not care about domain branding (making it memorable), you have relatively free reign over the length and targeting of the domain. In this case hyphenation is by far the best option since it seems to have better chances of success.