In today’s ever-changing world of search engine optimization (SEO) and search engine algorithm updates, it can be hard for any company – especially small- and medium-sized businesses – to maintain its organic website traffic and search engine rankings.

According to Forrester Research, 54 percent of consumers typically turn to search engines such as Google or Bing to find websites – far more than they turn to social media, website links, email or other options.

Today, SEO considerations pervade virtually every facet of your online presence – from website design and development to content – and yes, your domain name. The influx of new gTLDs in the market leaves online businesses and consumers uncertain of how search engines will handle these new domains and how Internet search may evolve. The search results and traffic you enjoy from having developed your name and website over time may not automatically or easily transfer to a new domain.

So if you have a successful domain name, be sure to protect your investment and all your hard work of creating content, generating backlinks and optimizing your website as a part of your SEO strategy.

You don’t want to lose that momentum. Thus, your online marketing strategy needs to focus on minimizing the impact and potential pitfalls of rebuilding your website on a new domain name, particularly since the SEO equity you’ve built may not necessarily transfer automatically or easily.

If you decide that new gTLDs are a fit for your domain strategy, consider keeping your website at its current Web address, and redirect your new domains to your website to protect your original website’s history and SEO value.

To learn more about new gTLDs and how to invest wisely, check out SCORE and Verisign’s new guide: “New gTLDs: What They Mean, What Your Options Are and How to Invest Wisely.”

About the Author(s)

Bridget Weston Pollack

Bridget Weston Pollack is the Vice President of Marketing & Communications at the SCORE Association.

Vice President of Marketing & Communications, SCORE
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