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Understanding Domain Names and What to Suggest to Clients

Training Objectives/Goals

By the end of this session, you will gain a clear understanding of domain names and their importance

What is a domain name?

A domain name is the web address that people use to access a website, such as agentimage.com.

It is a human-friendly alternative to an IP address, a string of numbers used to locate a website online.

A client may have multiple websites with us, and we use the domain name as our unique identifier for each website build.

Choosing a domain name

Oftentimes, clients would ask us what we recommend for domain names. We tell them to consider their brand, niche, and target audience. A good domain name in real estate should be:

1. Short & Memorable

  • Avoid long or complex names.
  • Easy to type and recall.
  • Example: BHLuxuryHomes.com instead of BeverlyHillsLuxuryRealEstateForSale.com

2. Branded & Unique

  • If you’re a known agent, use your name for branding. Example: YourNameRealty.com or YourNameLuxuryHomes.com

3. Keyword-rich for SEO

  • Use relevant real estate terms: homes, estates, luxury, properties, mansions
  • Include location-based keywords for local search. Example: BeverlyHillsEstates.com or LAEliteHomes.com

4. Uses the Right Domain Extension

  • .com – The most trusted and widely recognized.
  • .realtor – Exclusive to realtors.
  • .luxury – Great for high-end properties.
  • .homes – Real estate-specific.

5. Avoids Numbers, Hyphens, and Abbreviations

  • Numbers and hyphens make it harder to remember and type.
  • Example: LALuxuryHomes.com is better than LA-Luxury-Homes123.com

6. Available Across Platforms

  • Check that the same name is available on social media for branding consistency.
  • Secure similar variations to prevent competitors from using them.

Good to know:

The client will need to purchase their domain name. Unfortunately, we are unable to do this for them. GoDaddy.com is a good registrar to purchase domain names from as their interface is very easy to use. The client can delegate access to us instead of providing us with their login credentials. https://www.godaddy.com/help/invite-a-delegate-to-access-my-godaddy-account-12376 

Pro Tip:

If you have the client’s domain name and want to check where it’s registered, simply visit dnsyard.com  and perform a WhoIs lookup. sub

What if my client would like to switch domain names?

With an existing website:

If this topic comes up during your meeting with a client, let them know that you’ll need to consult our SEO team to determine the best strategy for preserving their website rankings.

Then, immediately contact your managers so we can guide you through the next steps.

Psst, just so you know, here’s how it may affect their rankings and what should be done before switching.

SEO Implications of Changing the Domain Name:

Loss of Existing SEO Value:

The original domain may have accumulated domain authority and backlinks, contributing to search rankings. A new domain starts without this established reputation, potentially causing a temporary drop in rankings as search engines need to re-evaluate the new site.

Traffic Drop:

Even if everything is set up correctly, the transition to a new domain can lead to a short-term drop in traffic. This is because search engines need time to index and associate the new domain with the previous one’s content.

If proper redirects aren’t in place, existing backlinks pointing to the old domain will no longer pass link equity (ranking power) to the new domain. This can impact rankings if high-quality backlinks aren’t appropriately redirected.

Potential Indexing Issues:

Search engines may initially have difficulty understanding that the new domain is the same as the old one, which could lead to indexing issues or duplicate content if not handled correctly.

What to Do Before Switching Domains

(If the client has SEO with us, we’ll assist them with the steps below. If the client doesn’t have a paid SEO with us, we’ll need to queue a Basecamp quote)

Set Up 301 Redirects:

A 301 redirect from the old domain to the new domain is essential. This ensures that users and search engines are automatically redirected to the new site, preserving as much link equity as possible and preventing broken links. Make sure to redirect each significant page (not just the homepage).

Update Google Search Console & Analytics:

Update your domain information in Google Search Console and Google Analytics to notify Google of the domain change. Use the “Change of Address” tool in Search Console to help ensure a smooth transition.

Review your internal links to ensure they point to the new domain. If any are still linked to the old domain, update them to avoid broken links and potential SEO penalties.

Reach out to sites that link to your old domain and ask them to update their links to the new domain. This can help maintain the quality of backlinks and minimize link equity loss.

Monitor Performance:

After the switch, closely monitor the site’s performance in Google Search Console and Google Analytics. Watch for drops in rankings, traffic, or indexing issues and address them promptly.

Submit a New Sitemap:

Create and submit a new XML sitemap with the new domain’s URLs to search engines, ensuring they crawl and index the new domain effectively.

By taking these steps, you can help minimize the SEO risks of switching domain names and ensure a smoother transition.

Without an existing website:

  • If the site is still in production, ask the client what domain name they’d like and update Salesforce records accordingly—business as usual.
  • If the site just went live and the client requests to change domain names, ask your manager about the next steps!
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