Don’t Chase Google’s Algorithm

In September 2012, Google stopped up-ranking Exact Match Domains (EMDs). EMDs are domain names that include keyword phrases such as commercial insurance in the domain name getcommercialinsuranceintexas.com. People would snatch these up by the hundreds in the hope of capturing the traffic. This worked for a while, but then Google caught on. Overnight, they downplayed the importance in their algorithm of EMDs. Webmasters that relied heavily on this tactic instantly lost rankings. In fact, it affected 0.6% of all U.S English search queries to a “noticeable degree.”

In the previous years, I had recommended that you not use EMDs and instead focus all of your SEO time and energy on a single domain. You could (and sometimes should) use an EMD if you are pointing a specific marketing campaign from television, radio or print to a landing page geared for capturing and keeping that exact traffic.

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Insurance Website Builder Introduces Site Search

When creating a website you might think of everything, the best graphics, the nicest layout, and the friendliest navigation. This all works well in the beginning, however, once you site begins to grow and change over time you start to develop a lot of content that is nested deep within your site.

Using best navigation practices it is impractical (and not recommended) to link to every piece of content that you have ever created. Therefore, it is imperative that you have a utility that allows users the ability to easily search your site for the content they need.

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