Would switching domain names be a good move?

[davebrown1975]

Hi All,

I'm trying to decide whether to switch to a more relevant domain name for an SEO project.

For a while now I've already been doing the standard SEO work on an existing website, content optimization, link building etc but I can't help feeling I won't ever get the full benefits of SEO until I also change the domain name.

The current website is for a law firm in new jersey called sandz.net which obviously has no immediate impression it is for a law firm so I'm looking at setting up a new domain and doing 301s to a new site.

My concerns are that as its a highly competitive market,  I've initiated the campaign to target local searches so I'm wondering just how beneficial buying a domain name with the term lawyer or attorney which actually be.

And of course the ideal domain names such as njlawyer, NJattorney  .COMs are all taken so I would be looking at perhaps a .ORG with the intention that all printed material the firm has still contains their original name, sandz.net and by word of mouth they should tell people their site is sandz.net as its easy to remember but for the sake of SEO and links then these should all be focused on a new domain..

Any thoughts appreciated..

Thanks

[DavidKauzlaric]

Do NOT go with an Exact Match Domain. Focus on building up a brand. EMD's will one day be going by the wayside and you'll be left with nothing. Trust me, building a brand is the best method to use. You won't get the SERP boost an EMD will give you, but you can easily compensate by using super amazing content that is relevant and doing some nice link building.

Focus on the brand, amazing content, amazing links, and they'll be ranking in no time. Seriously!

[davebrown1975]

Hi David, Thanks for your reply..  Although thats not what I was expecting

As I'm up against BIG law firms with buckets of dosh and lots of content on site, wouldn't an EMD give me some leverage against the big guys as they tend to only use their exact firm name in their domain name choice.

And if Google does eventually down rank sites with keywords in the name, I could always switch back to the firm names as the domain name when that day comes?

[DavidKauzlaric]

I understand where you're coming from, I really do. However, you're always better off going the harder route. I know that isn't what you wanted to hear because your client is paying you to do a job.

However, how pissed are they going to be when one day they pull the switch on the EMD's and they lose their ranking overnight? You're back at square one and your client will feel like a bait and switch was pulled on them.

There is absolutely no reason why you cannot rank a brand website within a few months. It's just a matter of high quality content, on-page optimization, and then link building. Work in the social aspects and you'll easily get them up there with the big dogs.

If you chase the algorithm, you'll be left high and dry.

Just my 2 cents!

[KeriMorgret]

Hi David,

I'm updating older, unanswered threads. I'm really curious to hear what you decided to do in this situation and what the effect has been. Can you give us an update and any lessons you learned?

Thanks!