Top-level domains (TLDs) are hot button topics in the world of SEO today. Three TLDs that exist are .ATTORNEY, .LIVE, and .NEWS, and they are starting to have an effect on search engine rankings. Google is trying to show users that .COM is not the only domain that is safe and that TLDs do not come as a disadvantage when it comes to their algorithm.
In an experiment, Globe Runner, an SEO firm based in Dallas, ran a simulation to show what happens when a .COM moves to a TLD. This study followed a personal injury attorney from Jacksonville, FL that migrated from EricBlackLaw.com to Jacksonville.ATTORNEY. The result returned that the migration led to Black’s TLD appearing near the top of several results.
What does this mean for law firms?
Within the legal industry, SEO and online marketing can be expensive and quite competitive. Promoting legal websites is quickly becoming more expensive. In fact, according to Google, the legal profession contains 78 of the 100 keywords that are most expensive. Moreover, searching for the right lawyer can be difficult as they’re often broken up by geography and specialty.
These were the obstacles that Black was facing when he chose to opt for TLD migration. When his campaigns for pay per click failed to gain big returns, he decided to go down a more creative route. His gamble paid off. After several months, Jacksonville.ATTORNEY gained top level organic search results. This was a huge change from results that barely garnished a ranking at all.
