Domains are like fine wines, they only get better with age.
We’ve all heard the saying that fine wines only get better with age. Did you know that the same can be said about domains? It’s true. In almost all cases, website domains actually do get better with age. Thus, domain age is an important factor in your website’s SEO ranking.
Why do domains get better with age?
There are a variety of factors that come into play when it comes to domain age, some of which remain elusive thanks to Google’s changing algorithms and methodologies for how sites are weighted. We can, however draw some common sense conclusions regarding why websites with older domains perform better in search engine rankings than sites that may have a newer domain registration.
Similar to life, a good reputation can precede you (of course, so can a bad one..but more on that later.) Domain age begins when a domain is initially registered, so if you by chance have been able to purchase an older domain that already has a positive history built into it, consider yourself a lucky winner! Even if you purchase a new domain however, you can build your reputation up over time by creating useful, well-optimized content that is targeted for the right audience (your target customers.)
We’ve all heard of 6 degrees of separation (or was it Kevin Bacon?) None the less, If your site has been around for a while, you have likely had the ability to build a stronger backlink profile. And, if you are reading a blog post about SEO, you also probably know that backlinks are kind of a big deal when it comes to your website’s search ranking. Building backlinks are just like building connections. It is great to have a well-connected network of good quality links. The older your site age, the more opportunity that this network has had to grow.
The longer a website has been around, the more opportunity for traffic the domain has had. Of course, getting traffic to your website can be easier said than done, but if you have been in the game long enough, you have likely already invested in a good organic strategy combined with some paid traffic campaigns. Sending more traffic to your site is a signal for Google that it must be a good resource, thus your ranking will be rewarded.
So, when can domain age give you sour grapes?
As you can see, similar to wine, older domain age can really be like time well-spent in a nice French oak barrel. But, can domain age also work against you? The answer is unfortunately yes. If your domain has been involved with any black hat SEO or spam issues, those types of things can follow your domain around, negatively affecting its reputation for years to come. Should you find that a negative reputation is following your domain around, there are things that can be done, such as backlink reclamation or other reputation management techniques. Of course, every site is different, but having a domain analysis conducted should get you pointed in the right direction.
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