Should Your Client Consider Getting a New Domain?
A client is on the verge of launching a new website. They’ve acquired a domain with a Moz Domain Authority (DA) of 21/100, but it currently carries a 10% Moz Spam Score. There’s been no SEO work done on it yet, and they plan to use it as the foundation for a significant new content-focused longevity site. Given that longevity content requires strong Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) signals, a 10% Spam Score might raise concerns.
The domain in question, which is set for a complete rebranding, has 108 linking domains:
– 58 with a low spam score of 1-10%
– 7 with a moderate spam score of 41-50%
– 5 with a high spam score of 61-90%
On the Other Hand, the client has a robust offsite presence. They are renowned documentary producers with millions of Instagram followers. The site will feature contributions from some of the most influential figures in the longevity space, and these influencers will actively promote the site on social media.
This new longevity brand is gearing up for a massive launch, expected to secure numerous links from high-authority websites and attract substantial social media-driven traffic.
Is it advisable for them to opt for a new domain in light of these circumstances?
2 responses to “Is it advisable for your client to acquire a new domain?”
When deciding whether your client should start with a new domain or use the one they currently have, several factors need to be considered. Here’s a detailed analysis of the current situation:
Current Domain Assessment
A DA of 21 is relatively low, but also not uncommon for new or recently purchased domains. Domain Authority can be increased over time through effective SEO strategies and high-quality backlinks.
Moz Spam Score:
A Spam Score of 10% is moderately concerning but not necessarily deal-breaking. This score indicates that there’s a possibility of some spammy links, but it isn’t alarmingly high. However, since longevity requires strong Expertise, Authoritativeness, and Trustworthiness (E-A-T and now EEAT with the addition of ‘Experience’), careful attention to the quality of the backlink profile is warranted.
Link Profile:
Strengths to Leverage
The client’s status as famous documentary producers and their massive following on Instagram and other platforms is a tremendous asset. Their reputation adds credibility and can help quickly build authority and traffic to the new site.
Influencer and High-Authority Site Engagement:
Recommendation
Given the above analysis, here’s what I would recommend:
Based on your client’s strong brand presence and the high-visibility plans for the new launch, it makes sense to keep the current domain and work on improving its standing. Starting fresh would mean building authority from scratch, which might be unnecessary given the resources at their disposal.
Conduct a Link Audit:
This is an intriguing discussion regarding domain acquisition, especially for a project centered around longevity content, which inherently demands a solid foundation of trust and authority.
While the current domain has a Moz DA of 21 with a 10% Spam Score, it’s essential to assess the potential for rebuilding the domain’s reputation versus the advantages of launching on a completely new domain. If the new content will indeed feature contributions from highly respected influencers in the longevity space, leveraging their authority could help mitigate the existing spam concerns over time.
However, selecting a new domain could provide a fresh slate without the historical baggage that comes from the current domain’s mixed backlink profile. If the goal is to establish a brand synonymous with expertise and credibility in longevity, starting off with a pristine domain could significantly enhance those E-E-A-T signals from the get-go.
Additionally, consider any existing traffic or backlinks on the current domain that could still be valuable. If there’s no significant traction or link equity to justify retention, pivoting to a new domain could be a wise move.
Ultimately, it may come down to a cost-benefit analysis: weighing the brand equity of the current domain against the opportunities a new domain could afford. An SEO audit could provide further clarity on whether acquiring a new domain or investing in enhancing the current one will best serve your client’s ambitious goals.