Search Engine Optimisation for dot brand domains
Search is generally the largest traffic driver on websites. For example, traffic coming from search generated over 50% of e-commerce orders in Q1 2016, in the USA, compared to 20% for direct domain entry.
SEO is a combination of multiple factors. Domains and keywords in the domains are one of these multiple factors. Our detailed study looks at how the dot brands perform in search.
Design and optimisation
In the current landscape, the majority of dot brand sites do not have a great deal of new content, with many only having just one webpage. It is also rare for the content found on dot brand sites to be optimized for search. Most dot brand websites also have a small number of inbound links, as they are new.
To assess the value of a dot brand in search optimisation, we use one of the tools that measures the criteria that search engines use and combines them into an algorithm to understand how different domains performed relative to one another. Criteria include
- The speed of the site
- The presence of robot.txt, site map
- The existence of titles and image description
We then applied a score from 0 to 100. Our results confirmed that most sites under dot brand domains have not been effectively optimised.
The majority of websites had a score ranging from 50 to 59 out of a maximum of 100. A score above 75 is considered as “good”, while below 50 shows that the number of failed checks is higher than the number of passed ones.