Ever Wonder What Your Business URL Should Have Been?


local seo nj

Small Business SEO NJ

URLs or Domains are necessary, at least, if a business wishes to have a live website online. A Business URL or domain is also a marketing tool and it can support the business brand; however, URLs do not correlate to competitive search engine rank or visibility unless they are supported by many other important SEO signals. It is important to understand that Search Engines prioritize ‘the best answers’ to a search or a question! They will scrutinize so many other things (up to 200, depending on the level of competition) to rank a website’s pages. A domain, no matter how close to the ‘subject search’, does not equate to a ‘best answer’.

Generally speaking, a business URL or domain name can be the exact name of the business; it may only be related to the name of that business, or to its service. It can be both the name and service, but mostly it will serve as where the business is located on the web. For local service-based businesses, there are generally 3 types of domain names:

  1. Branded Domain
  2. Keyword Domain
  3. Hybrid Domain

See more detail on these 3 below.

Business URLs Matter Little When It Comes to Competitive SEO

Regardless of the business URL or Domain your business chooses, it is always important to understand that you cannot game Google’s system with it. Google, Bing, and the other engines only prioritize the best answers to a person’s search (or their question). A domain, no matter how close to the ‘subject search’, does not amount to a ‘best answer’.

“Just because keywords are in a domain name doesn’t mean that it’ll automatically rank for those keywords. And that’s something that’s been the case for a really, really long time.” – John Mueller, Senior Webmaster Trends Analyst – Google

Unless there is no competition for the answer to a search and that is 99.99% completely unlikely in a world gone online, a website or a website page’s status as the best answer MUST be earned. And that is going to be based on up to 200 competitive signals, none more important than the content of the page itself.

Given the choice of A) an unrelated domain name page with great content, great use/presentation of its keywords, trusted backlinks, supportive outbound links, lots of user activity (competitive measurable examples), and B) a keyword-based domain without, the latter or B) stands no chance. Sure a unique and memorable domain is good, but a unique and memorable domain that also supports people with the information they seek is infinitely better.

1. What Is A Branded Domain Name?

A branded domain is the use of a brand or business name itself. Like, for example, Kinetic Knowledge is both our companies name and our business URL.

Our name reflects a theory we had when we got started about 17 years ago. That was related to our belief that success online starts with and is directly related to knowledge-based content. If that knowledge could be published then moved out through different channels like search engines, social networks, and email then it could be ‘Kinetic’. Kinetic meaning ‘… of, related to or produced by motion’ and in our view relating it to and supported by the nature of the web. If so a business could, in theory, build visibility with and hopefully attract traffic to where it could be converted to leads.

And so ours is an example of a “Branded” domain name. Please note that kineticknowledge.net or kineticknowledge.org, for example, are also branded domains. In these cases, we are only referring to the root domain and not the “TLD”. The ‘root’ domain is the part before the dot. What comes after the dot is the “TLD”, or Top Level Domain, like “.com”, “.net” or “.org”.

2. What Is A Keyword Domain Name?

Many local businesses will serve one geographic area for a particular service. For example, consider a theoretical local contractor in Belmar NJ named ‘Jones Construction’. It might be common for this business to try and purchase a domain like “belmarnjconstruction.com” and this would be a keyword-based domain. An “Exact Match Domain” (EMD) would match a targeted keyword exactly, like maybe “construction.com”, if that was was even available.

The domain “belmarnjconstruction.com” might be the best idea in terms of a Keyword Domain used for identification amongst local prospects.

3. What Is A Hybrid Domain Name?

A hybrid domain name, obviously, is a mix of the two or ‘Jones’ and ‘Construction’. So a brand and a keyword in the domain like, for instance, maybe “JonesConstruction.com.”

Ask us about local SEO and getting your business set up to compete online successfully!

Using Search Optimization When Building A New Website?

Search Optimization When Building A New Website | Kinetic Knowledge NJ

Creating a new website is an exciting time for a business. A website is where company design, aesthetics, and imagery can define & differentiate its unique brand; it is in-depth information on the company, its products, services, features, benefits, and ultimately what this unique brand offers the public. But a serious business person must ask, “what about search optimization when building a new website?”

Just building a website doesn’t mean anyone will find it. Built right with SEO in mind, website pages can compete for visibility and become powerful marketing tools! To chase competitive search engine placement requires planning a fundamental SEO strategy. It’s an effort that’s not necessarily done with a new website. Not if there is competition, but it all starts with website content!

User Experience | Search Optimization When Building a New Website

A well-structured website supports both user experience and, thereby, competitive search engine indexing. While a website should be pleasing to the eye, there are other important marketing considerations when building your useful pages:

  • Content Structure > search engines crawl pages for their keywords, so pages structured well with URL, headers, metadata, and proper keyword placement (throughout) is crucial!
  • Mobile Responsive > user experience is priority number one with search engines, people search with their phones so a website MUST be mobile-friendly!
  • Navigation > search engines don’t only count inbound links from other websites, they count relevant in-website links that offer visitors a path to other useful website pages! > search engines also measure how long visitors stay and how many pages they visit, so ease for navigating all information must be a priority!
  • Outbound Links: search engines like to see references, a link here & there to other useful sources of information can matter!
  • Host & Load Speeds > while most of the competition won’t deliver it, search engines measure speed; a fast website host will serve visitor experience with fast page load times!
  • Security > search engines also crawl pages for malware in order to protect their searching surfers, so be sure it is protected against malware or assume you will be thrown out of the index!
  • SSL > Secure socket layers encrypt web browser to website connections, so nothing can follow people in from one to the other!

What To Optimize Before
Building a New Website

Competition will always come, so SEO is never static and certainly an ongoing process. But the groundwork must be laid in order to prepare a website for search engine crawling & keyword indexing. Here are some things that need optimization before the site launch.

  • Using Keywords In URLs – Search engines focus heavily on keywords and indexing them via their page URLs. They also consider those used in the URL itself! Make sure page URLs help to describe what each page has to offer. Fix this after the fact, your page starts all over and what was indexed is lost! 
  • Title and Meta Data – Much easier and less damaging to change after the fact than a URL, you must still consider the time it takes to index competitively. It’s why you want to try and be sure your keywords are available to search engines early and in the clearest possible fashion. Keep your page meta titles straightforward, easy to identify, and keyword-friendly!
  • Responsive Design – Simply stated, your website must be mobile-friendly! It is no small project to convert an existing site to a mobile-friendly site. Therefore, why not start from the beginning with a mobile-friendly website design!?
  • Optimize Photos and Videos – Using properly tagged graphics, photos and video supports the aesthetics of the website, but is also an important part of any SEO strategy. Using the right file names & alt tags will not only generate more indexing and search engine visibility for content, but optimal photo sizes also support page loads speed! 
  • Create Link Structures For The Crawl – Your link structure needs to make sense, a path that can be followed by search engines. In other words, content must flow in a logical manner.
  • Social Sharing > Social voice matters and the search engine’s ability to measure how often a page has been shared by visitors on the page via social icons with share counts makes their job much easier!
  • Measurement Software – And don’t rule out supporting software, like day-to-day keyword rank measurement and fundamental page SEO grading solutions.

Not planning SEO with a website design & development project may cause a business to miss out on important ranking opportunities. At Kinetic Knowledge we can help build a new, or convert an old, website into a new user, mobile, and search engine friendly design.

Search Engine Market Share – Where Will Consumers Be Searching?Data Showing Why Business Must Use SEO

So where will consumers search for your business in 2021? Some timely US-compiled December 2019 to December 2020 data here from StatCounter.com focused on where consumers search the most. Better yet, from what search engine will the new business leads most likely come to your business?


  • All Platforms: Google 87.81% > Bing 6.45% > Yahoo 3.05% > DuckDuckGo 2.3%
  • Mobile Devices: Google 94.48% > DuckDuckGo 2.25% > Yahoo 1.94% > Bing 1.13%
  • Desktop PCs: Google 80.41% > Bing 12.24% > Yahoo 4.44% > DuckDuckGo 2.28%
  • Tablets: Google 77.72% > Bing 15.27% > DuckDuckGo 3.6% > Yahoo 3.17%

And while it may be obvious that Google is still the dominant search engine, it’s not wrong to wonder if Bing or DuckDuckGo are gaining traction or share with consumers. It’s why we decided to check and write it up for those of you who might be interested. 

More Consumer Search & Lead Generation Data

According to Small Biz Genius (January 2021) not only do 70-80% of all search users ignore paid search advertisements – completely, but a lead driven by SEO is 8X more likely to become a paying customer than those generated through an advertising campaign! And while we believe 80% of your competition is not using SEO, 61% of marketers surveyed by SBG actually say that in 2021 SEO is their top inbound marketing priority. Also relevant to business owners operating in a particular geographic region- 46% of all Google searches are locally motivated.

Search engines actually generate 300% more traffic to websites than social media. And while most people don’t go into the social networks to then jump out to a website, driving them out to a website is why a lot of marketers post and advertise on social networks. What’s more, 51% of all website traffic (that can be tracked) comes from a search engine. So whether you post to or advertise on the various social media websites, the total combined traffic they drive to a website is still a great deal less than from search. It’s an important detail because when someone searches they have intent; folks with intent can be qualified as genuine lead opportunities. Whereas with advertising the interaction begins as an interruption with folks (mostly) reviewing what friends, family, and various interesting people are up to.

To be clear, advertisers aren’t waiting around for leads to come and find them. There’s good reason to go find potential leads in a social network like Facebook; to brand and to connect, but this post is about why search should be in your marketing mix. This data not only shows where they go to search but also that targeting a person already searching for what you have to offer must be a 2021 priority, regardless of whether or not you also advertise. 

Better SEO Support

Based in Monmouth County, NJ, Kinetic Knowledge is a full-service digital marketing firm offering small business SEO, website design, website fix & troubleshooting, website host & management, social media, graphic design, content, and custom webmaster service solutions. Give us a call to learn more about our services. We can be reached at 732-722-5915 or visit us online at www.kineticknowledge.com

Does SEO Work?

Small Business SEO NJ

Target Search Results – Does SEO Work?

We often receive calls from business people highly uninformed about their web presence. They want to know:

Does SEO work?
How can our business get
visitors and leads online?
How do we help folks searching somehow find us?

How do they know who we are, what we do, and/or where we do it?

When these business people decide to look into SEO service, it is inevitably because they realize their web presence is not visible to people that search.

Does A Website Equate To SEO?

A website with good content is a crucial part of the equation, but just having a website does not necessarily mean that anyone will visit. And while various types of website software (WordPress for instance) offer on-page SEO tools, it is only the actual use of them that is going to matter competitively.

Ultimately we must have the attention of search engines first before we can then become visible to qualified (by their search effort) consumers. Website pages MUST be optimized for search engines, but off-website signals (i.e. Google My Business)will also be necessary to rank them high. How much competition there is will factor into how many signals are necessary to become MORE competitive & rank higher for target keywords. When in panic mode we often want a resolution fast and, unfortunately, that’s NOT how SEO or search engines work. Granted some keyword targets are less competitive, but we’ve got to continuously schmooze GOOGLE to rank for our keyword targets; we’ve got to impress with the most useful content, including various on and off-website signals the search engines use to compare our businesses to the competition!

Realistic Expectations About Having Good SEO

There are many areas of SEO: you may build the most beautiful website ever, but it’s not enough. Worse, search results never stop changing (see: What is the Google Crawl?). You must execute fundamental SEO best practices including keyword-optimized content, internal page-linking, quality inbound links from other websites, quality outbound links to demonstrate supporting content, accurate listings & citations, and depending on how competitive for the keywords in a particular business discipline, quite possibly more.

Search engines are way ahead of you! They look for compliance with a set of quality guidelines and so many signals, not to mention the popularity of your content versus the competition. And popularity is not paying someone to build 1,000 backlinks anymore; that is going to be identified as spamming and do more harm than good. Actually being chosen from a set of results and then having those people spend time on your pages is an example of a signal that will improve rankings.  

Should My Business Invest in SEO?

You may be asking, Why should I invest time or money into SEO if it’s going to take a little time to produce results?” You may decide not to implement an SEO strategy, but your serious competitors certainly will. Genuinely qualified leads are not waiting to be interrupted by an advertisement; they are actually searching for what they want AND for what you offer. No SEO and you won’t be there for them, but some of your competitors will.

If you want immediate visibility try some advertising, just know that versus SEO it is an interruption and leaves nothing. If you want to have the type of web footprint that will allow consumers to find their way to your website often, on their terms & timeline, you will need SEO. If you want something to last so more leads can find it, you need SEO. Whether you are a brick and mortar business or 100% web-based, your web presence needs to be available for the people already considering your product, your service, and/or your brand.

80% of all consumers research businesses online before every buying and so those of us who fail to implement an SEO strategy will ultimately fail to capture the most qualified consumers on the web.

Better Local SEO Services

monmouth county nj seo services


Based in Monmouth County, NJ, Kinetic Knowledge is a full-service digital marketing firm offering small business SEO,  website design, website fix & troubleshooting, website host & management, social media, graphic design, content, and custom webmaster service solutions. Give us a call to learn more about our services. We can be reached at 732-722-5915 or visit us online at www.kineticknowledge.com