One Name

The 'One Name' principle is really my own word for it but it is a crucial part of Search Engine Optimization I picked up on while working as a past RelyLocal owner. When clients have consistency in their one name, over all platforms online, and it matched their listing I immediately saw a difference in rankings.

Getting consistency between one name for your business in the repetition of characters used online seems to help Google understand that they are all related. One name gives you one chance to be important and a variety of names with inconsistent characters causes a divide to your chances of being important. Adding a Google Places / Maps listing to that equation instantly pulls the whole bunch up. If think about it, it does make sense.

Consistent Information

Yext can be used as an online tool to identify problems in getting all your online contact information consistent. Take a careful look at the characters used in your name(s) for all listings and make sure that they are used consistently. This goes for your domain, your social vanity URLs and even your third party sub-domains such as www.localchamber.com/yourbusinessname

History

I could never find an algorithm to pin it to or to prove the principle until I stumbled upon a blog about the Google EMD update! It is not an 'exact-match' (no pun intended) but is based on principles within the Exact Match Domain filter.

The Google Exact-Match Domains Update is a filter that was released September 27, 2012, that Google periodically runs to catch spammy sites. This filter helps users with a smoother experience when searching for something keyword specific online. This update helps to get rid of spammy domains squatting keywords that are ‘exact-matches’ of searches.

This used to be a valuable and highly used trick by web developers to get your website top ratings with a domain such as www.HartfordRealEstate.com or www.ConnecticutBridalMakeup.com. Spam companies still try to fool you in believing that it would give you high rankings, so be aware of this selling point.

Because these domains do tend to be used by developers trying to sell ‘leads’ or advertisements online, they are seen as spammy. Yes, they do have an impact on organic search, but thanks to the EMD algorithm they are being pushed down in searches to make way for unique band names with quality and personalized content that adds more value to online searches.

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