How Does Domain Age Influence SEO Rankings?
Table of Content
How Domain Age Influences SEO Rankings
Today, search engine optimization (SEO) continues to be a key component of any content marketing strategy. Sure, Google has revised its algorithm numerous times in recent years, and there's no doubt that old practices such as keyword stuffing are not as effective as they once were. Similarly, providing valuable content and hoping that the crowds will come remains wishful thinking. You must factor all critical elements, such as domain age, into your SEO strategy.
Effective SEO is the sum of different parts—several factors must complement each other harmoniously for a website to have the best chance possible to rank across the principal search engines.
One commonly overlooked component of SEO is the age of a domain. Put simply, how long a domain has been registered for. Does domain age matter in SEO? Yes. Whilst it's not as crucial as the quality content itself, website rankings can still be heavily influenced by aging a domain.
Let's look at how domain age can offer competitive advantages for SEO.
What is Domain Age?
Domain age refers to how long a domain name has existed. You can use a domain age checker to determine when a domain was first registered. Tool like Bishopi can provide a domain valuation estimating the domain worth or domain value and SEO domain rating based on factors like age, length, and keywords.
Older domains tend to be seen as more trustworthy and authoritative in the eyes of search engines. A site that has been around for 10+ years may get a slight rankings boost compared to a brand-new site. That's because an aged domain has a longer track record and has stood the test of time.
And it's not just about search engine factors. There is a human perception of how long a domain has been around, thus reinforcing the need to apply layers of optimization principles such as domain-age SEO.
Google calculates a domain age from the date it first discovers the domain, as opposed to the day the domain was registered.
Domain Age as a Trust Signal
Search engines like Google aim to provide the most relevant, trustworthy results to searchers. An older domain sends a trust signal - it hasn't been set up merely to spam search results and then disappear. Spammy sites tend to be newer domains that are used briefly and then discarded.
An aged domain with a clean history and solid backlink profile indicates the site is a legitimate, established resource. While a new domain can still rank well with excellent content and SEO practices, an older domain may have a slight edge, especially in competitive niches.
Evidence of Domain Age's Impact
- A study by Ahrefs found that the average age of top-ranking domains is around 3 years old.
- Research from Search Engine Journal suggests that Google's patent filings mention domain age as a potential ranking factor.
- Anecdotal evidence from SEO experts indicates that older domains may perform better in search, all else being equal.
- However, Google’s Senior Webmaster Trends Analyst John Mueller has previously denied any suggestions that domain age is a determining factor for ranking websites. But, SEO practitioners and webmasters agree that domain age is taken into account within Google’s search ranking algorithm.
The Role of Backlinks in Aged Domains
Another reason older domains may perform better in search is that they've had more time to naturally accumulate quality backlinks. High-quality links from authoritative sites are a key ranking factor. An aged domain has had years to earn links and build up link equity.
A newer domain, even with great content, will take some time to attract links. And search engines may be more cautious about newer links - are they legitimate endorsements or just spam? An older domain with a gradual, natural link growth pattern may be deemed more trustworthy.
Remember, one of the most effective SEO practices is to make it easier for Google to crawl your site by virtue of incorporating strong internal links throughout the site.
Limitations of Domain Age
Even with its benefits, domain age is a minor ranking factor. A quality new site can outrank older sites with subpar content and SEO. Registering an old domain won't magically skyrocket you to the top of search results. Content relevance and quality, user engagement metrics, and solid SEO practices are far more important.
Furthermore, an older domain that has changed hands multiple times hosted irrelevant or spammy content or been repeatedly penalized by Google won't gain much from its age. Domain age is more of a potential boost for established, legitimate sites with a positive history and consistent topic focus over time.
Domain age alone cannot be relied on for search engine effectiveness by itself, and the highest priority for any brand or webmaster must be the consistent production of high-quality, valuable information.
Checking Domain Age and Value
To understand the age and estimated value of your domain or a competitor's, you can use a domain age checker tool. These tools show key details like:
- The date the domain was first registered
- The current domain owner and registrar
- Archive.org snapshots of the domain over time
- Estimated domain worth based on traffic, ranking, backlinks, etc.
Some popular tools you can use to check the domain age of a domain name are:
However, we recommend that any automated domain valuations be taken with a grain of salt because many factors influence a domain's true monetary worth. Valuations can provide ballpark estimates but shouldn't be solely relied upon for important financial decisions like buying or selling domains.
Maximizing Your Domain Equity
If you have an aged domain, capitalize on its equity by:
- Maintaining a consistent site topic/theme over time
- Investing in high-quality, relevant content
- Preserving your best older content via redirects if you rebrand/restructure URLs
- Disavowing any spammy backlinks to maintain a clean link profile
- Keeping your domain active long-term - don't let it lapse
Building a brand on a single-aged domain is better for SEO than repeatedly registering new domains or spreading your efforts across multiple domains. Let your primary domain's equity compound over time.
Use Domain Age To Your Advantage
While domain age can provide an SEO boost, it's just one piece of the optimization puzzle. Older domains may be seen as slightly more trustworthy and have more time to attract links, but domain age alone won't earn high rankings.
Focus on crafting the best possible content for your target keywords and audience. Promote your content to earn quality links and engagement. Maintain your site's technical SEO health. These efforts are ultimately more important than domain age.
If you're launching a new site, choose an appropriate brandable domain and plan to invest in it for the long haul. Your site may not have the advantage of age initially, but you can build up authority in your niche over time with consistent quality and promotion. Slow and steady commitment will grow your domain's age and equity.
Use domain age checkers and domain valuation tools to get a snapshot of your site's status or scout competitors, but don't obsess over your domain's precise age or estimated worth. Focus your energy on your site's content and audience to make your domain as valuable as possible in terms of traffic, engagement, and revenue.
FAQs
How important is domain age for SEO?
While domain age can provide a slight boost, it's a minor ranking factor compared to content quality, backlinks, and technical SEO. An older domain may have an edge, but a newer site can still outrank it with superior content and optimization.
What's considered an "old" domain?
There's no precise definition, but generally, domains older than 3-5 years are considered "aged" in SEO. Domains over a decade old may get an extra trust boost, but the specifics of how domain age is weighted in Google's algorithm aren't public.
Should I buy an old domain for SEO?
Buying an aged, expired domain for your site in hopes of an instant SEO boost isn't advisable. Google's algorithm is sophisticated enough to evaluate a domain's full history and backlink profile. Unused domains or those with a spammy past may not gain much from their age. It's better to register a new domain and build up its authority over time with quality content and links.
There are mixed views on domain age for SEO and the algorithm is always changing, is there any point? Remember, effective SEO is the sum of its parts, and domain age affects secondary considerations such as internal link-building, content maturity, and brand recognition. All of these are positive reinforcement mechanisms to help rank content more reliably.