How to Choose the Domain without Changing Idea | SEO COURSE 2020 【Lesson #7】

Not everyone knows that in the 70s already,
the Internet Protocol or IP addressing system was used. However, it soon became clear that
it was not easy to remember all those numbers and this problem became even more obvious,
with the advent of e-mail. Precisely for this reason, in 1984, the Domain
Name System was born, which is a system that allows you to avoid using IP addresses, by
using a readable name that automatically resolves the numerical value. Since that day onward, this system has been
a huge success and today we have over 20 million registered domains. Just to give an example, instead of connecting
to port 443 of, simply visit the address which, among other
things, is much easier to remember. ICANN (Internet Corporation for Assigned Names
and Numbers) defines various types of top-level domains or extensions: ● ccTLD (top-level domain-country-code):
national extensions such as .us, .de, .fr and for Italy .it
● gTLD (Generic top-level domains): these are the most famous extensions like .com,
.net and .info. Let’s get to the bottom of the question: which
extension should be chosen for SEO purposes in order to be pushed in the SERPs? Rule n° 1 Country: who is the site aimed
at? If you have an exclusively Italian public, then I would use a .it, if it is French a
.fr, instead, if it is international I would use a .com. Rule n° 2: if you don’t have a brand, consider
an exact match domain. For example, if you deal with recycled paper try registering
If, instead, your company is called GetSEOfix and you deal with SEO tools, then you can
register and optimize for the keyword “SEO tools”, even if this keyword
is not included in the domain name. Rule n° 3: : pay attention to the trademarks
of others! Do a research on EUIPO ⁽⁶⁾ and USPTO’s trademark database ⁽⁷⁾ in
order to verify that your domain does not contain the names of other people’s brands,
otherwise it may be de-allocated or you could be subjected to a lawsuit promoted by the
interested party. And what if the domain is already taken? More and more people are registering domains
every year, and obviously we are heading towards saturation, given the fact that our vocabulary
is not infinite. Precisely for this reason, it is increasingly
common to find that someone else is using a domain that we would like to use, and perhaps
they are willing to sell it for several thousand dollars without any apparently valid reason. This is a very common situation, but fortunately
we have countermeasures available, in order to deal with such situations: 1) Use the hyphen: for example,
will become (but always be careful not to infringe the brands of others)
2) Change extension: if the .com is taken, try .net or .org
3) Finally consider adding ’24’, ‘info’ or other short terms. For example,
will become I created a special tool on
in order to verify instantly if the domain you are interested in is available for registration.
You’ll also find some alternatives, and a helpful tool in order to proceed with the
purchase at the best registrar. When you register a domain, you are obviously
responsible for it and you accept a contract by which you become the owner. Your personal
data, including e-mail address, telephone number, name, surname and residential address
will be sent to the registrar company, and even if data will not be entirely public,
it will definitely be stored. Remember that upon the expiration date of
the domain, despite the various reminders that the hosting company will send you, if
you forget to proceed with the renewal, you could risk losing it, as someone else can
legally register it, and thus use it, indefinitely. After placing the order, you will have to
wait a few hours for the DNS propagation, after which the domain will be officially
registered and it will become accessible to the public. Finally, despite the great marketing behind
the new extensions .club, .uno, .online, etc., in my opinion these are just a hype, and,
unless you are launching a particularly social project or you have a specific idea, I don’t
recommend using these, especially if you plan to do SEO campaigns. EMD Update: was it really effective?
Not everyone knows that at the end of 2012, Google released the EMD (Exact Match Domain)
update. Before that, owning a domain containing a specific keyword provided a considerable
competitive advantage within the end result of appearing in excellent positions for a
given online search, without too many SEO interventions. I have several examples of my sites which,
at that time, with only 5 pages of content got even 400 visits per day, after just a
few months of life. It was actually an unfair advantage, and very
abused by the various marketers of that time, who managed to “rank” for interesting terms,
while using sites with little content. The situation has now changed. Although there
is, in my opinion, a minimum advantage in the use of EMD domains, today it is increasingly
difficult to find available ones, because among investors, agencies and domainers, the
number of domains available for registration has now been considerably reduced. For example, for the SERP of “glass bottles”,
the site has a competitive advantage over its competitor. Obviously, many other factors that can invalidate
this small advantage come into play, which is why, nowadays, many companies aim to do
SEO with their own brand, without thinking about the use of keywords in the website’s

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