Google and other search engines use many different signals when determining how to rank a website on their search results page. Google's exact ranking algorithm remains a closer guarded secret, Google say it takes more than 200 factors into account and those factors may have 50 or more variations. Search engine algorithms also change over time, with new signals been added or abandoned.

As SEO experts we have established some of the most important factors that play a role in search engine rankings. One of the biggest influencing factors is the legitimacy of a domain name.

According to Google, valuable domain names are often paid for several years in advance while doorway or throwaway domains are rarely used for more than a year. It is unfortunate that Black Hat SEO companies have taken advantage of the importance of domain names and have taken advantage of this tactic and may have a valuable domain name but either site is of no relevance to search or contains cloaked pages and link farms.

As an already established ethical SEO business, we not only recognise the amount of weight exact-match domain names carry in search engine ranking algorithms but also ensure that positions are further substantiated with well-optimised content.