Do Domain Names Still Matter for SEO in 2025?

by | Apr 22, 2025 | Domain Names, Search Engine Optimization (SEO)

A Domain by any Other Name Still Matters for SEO in 2025

When it comes to digital marketing in 2025, content reigns, Google’s algorithm evolves by the day, and one question keeps coming up: Do domain names still affect SEO rankings? The short answer: yes — but not in the way they used to.

Let’s dig into why your domain name still holds weight in your SEO strategy — and how to choose one that both users and search engines will love.

The Old School Approach: Exact Match Domains (EMDs)

In the early 2000s, websites like bestmattressdeals.com or buycheapfurnitureonline.net were dominating search results simply because their domain names matched high-volume search queries. This was known as the Exact Match Domain (EMD) tactic — and for a while, it worked.

But in 2012, Google released the EMD Update, which penalized low-quality sites using keyword-stuffed domains. The focus shifted from keyword presence to content quality, user experience, and site authority.

note: For those of you who geek out over Google updates like I do, here’s a list of Google SEO updates since the early 2000’s. 

What Matters Now, in 2025

Today, your domain name is more about trust, branding, and relevance than hitting a keyword bullseye. But it still plays a role in:

  • Click-through rates (CTR): A clear, memorable domain encourages users to click.
  • User trust: .com domains still carry weight with users, while confusing or spammy TLDs can deter traffic.
  • Branded search: If your domain becomes memorable, people will Google your brand directly — and that’s SEO gold.
  • Relevance signals: Including related keywords or LSI phrases can help search engines better understand your content’s theme.

What Is LSI / Latent Semantic Indexing?

LSI helps search engines understand the context of your content by identifying related terms and concepts — not just repeated keywords. Let’s say you’re in the real estate business in Montana. Google expects to see terms like:

  • homes for sale
  • Montana real estate
  • property listings
  • Flathead Valley homes
  • local real estate agent
  • buying vs renting

These are all LSI keywords that support your main topic and help Google determine relevance. And here’s where domain names come into play:

Poor domain examples:

  • besthomesforsaleinmontanaflatheadvalley.com — keyword-heavy, hard to remember, and overly long.
  • montanapropertylistingsbyjakeandjulie.net — cluttered, unclear branding, and a less common TLD.

Better domain examples:

  • MountainNestRealty.com – brandable, short, and relevant.
  • LiveFlathead.com – easy to remember, location-based, and emotionally appealing.
  • FindMontanaHomes.com – blends keyword relevance with clarity and simplicity.

The goal when determining your domain is to strike a balance between SEO context and user-friendly branding.

Example: Good vs. Not-So-Great Domain Names

Let’s say you’re launching a site about eco-friendly skincare, here’s a list of great, LSI-friendly domain examples:

  • GreenGlowSkincare.com – combines brandability with relevance.
  • PureBotanicalsBeauty.com – speaks to the niche and uses natural language that Google understands.

Vs Not-so-great examples:

  • buynaturalproducts4cheap.com – outdated, keyword-stuffed, and not trustworthy.
  • xyz-beauty-skin.tk – hard to remember, unclear, and uses a less reputable TLD.

What to Consider When Choosing a Domain Name

  • Clarity over cleverness: If people can’t spell or remember it, they won’t find you.
  • Short and brandable: Think Airbnb, Spotify, Notion — none are keyword-stuffed, but all are unforgettable.
  • Relevant keywords (if it fits): If it feels natural and supports your brand, including a keyword or LSI phrase is helpful.
  • Avoid hyphens and numbers: They confuse users and look spammy.

TLD trust: Stick to .com if possible — or use location- or industry-specific domains like .co, .studio, or .health with care.

Final Thoughts: Is Your Domain Holding You Back?

While domain names alone won’t make or break your rankings, a strong, strategic name gives you a head start. It’s your digital storefront — and the right name creates instant trust, improves user experience, and complements your broader SEO strategy.

So yes, domain names still matter. Just not in the spammy, keyword-heavy ways of the past.

Focus on clarity, context, and brand alignment. Sprinkle in those LSI keywords throughout your site content. And remember: in 2025, Google ranks for meaning — not just words.

Looking to choose an SEO-smart domain name?

Let’s brainstorm together.  Email me and lets get something on the books.

For those of you who’d like to learn more, here are some of my favorite sources for staying on top of SEO updates:

Search Engine Land – Google’s EMD Update

Moz – What is Domain Authority?

Ahrefs – Domain Rating vs Domain Authority

Earned First, Conceptual Thinking

Earned First, Conceptual Thinking

by | Apr 15, 2025 | Content Marketing, Creativity and Execution, Marketing Strategy, Social Media Marketing

Why Earned First Conceptual Thinking Matters So Much

In a world where social feeds are oversaturated, algorithms are smarter, and attention spans are shorter than ever, earned-first conceptual thinking isn’t just a creative flex—it’s a strategic necessity. It’s also a strategy that’s been around for well over a decade!

What Is Earned-First Conceptual Thinking?

Earned-first conceptual thinking, also called “social first” is the art of crafting bold, social-first ideas that don’t rely on paid media to gain traction. These are ideas so strategic, culturally relevant, or emotionally resonant that they connect with your audience and earn attention organically—through shares, comments, press coverage, memes, or DMs.

Think of it as the creative sweet spot where big ideas meet internet instincts. You don’t shout into the void with an ad. You spark a movement, a trend, a moment. And people pay attention—not because you paid them to, but because it’s genuinely worth their time.

In 2025, marketing trends are turning back time to earned-first marketing to get an edge, build loyalty, amplify brand voice, and stretch budgets without sacrificing reach.

For Small businesses, you’re going to want to spend a little time thinking about what really sets you apart from your competition, and create fresh ideas instead of quick posts.

Why It Matters in Today’s Social Media Landscape

Paid media still has its place, but the landscape has shifted significantly

  • Trust in traditional advertising is at an all-time low.
  • Users are curating their feeds and tuning out anything that feels overly promotional.
  • Platforms reward content that drives engagement and conversation.
  • So if your content doesn’t earn attention naturally, it gets buried in the noise.

Earned-first thinking aligns with how people consume and share content in 2025—quickly, emotionally, and socially. It gives your brand the power to break through without buying your way in.

5 Brilliant Examples of Earned-First, Conceptual Thinking

Dove – “Real Beauty Sketches” (yes, it’s from 2011—and it’s still memorable!)

Concept: Explore the contrast between how women see themselves vs. how others see them, using a forensic artist.

Why It Worked: This emotionally driven piece challenged beauty standards and sparked massive online dialogue. No hard sell—just a powerful, heartfelt concept that naturally went viral.

Check it out here.

 

Aviation Gin – “The Peloton Ad Response”

Concept: Within days of Peloton’s controversial holiday ad, Aviation Gin responded with a tongue-in-cheek sequel featuring the same actress.

Why It Worked: It rode the cultural wave with perfect timing and self-aware humor. No paid campaign needed—it was picked up by every major outlet and dominated feeds everywhere.

 

Spotify Wrapped – “Your Year in Music”

Concept: Personalized, visually engaging recaps of each user’s listening habits.

Why It Worked: People couldn’t wait to share their results. Spotify didn’t promote it—users did the work for them. It’s become a December tradition, earning massive social buzz every year.

Check it our here.

 

Oatly – “Wow, No Cow” + Billboard Rollouts

Concept: Cringe-worthy music videos. Billboards that say almost nothing. A self-aware, anti-advertising tone.

Why It Worked: By leaning into awkwardness and simplicity, Oatly gave the internet something weirdly wonderful to talk about. It didn’t just advertise—it created a vibe.

Check it out here.

Duolingo – The TikTok Owl Goes Wild

Concept: Let the owl mascot take on Gen Z humor and chaos, completely in tune with platform culture.

Why It Worked: Irreverent and unhinged in all the right ways, Duolingo earned a cult following by not taking itself too seriously. Proof that embracing weird can win big.

Check it out here.

 

How to Think Earned-First in Your Own Strategy

You don’t need a Super Bowl budget. You need big ideas with internet energy. Here’s how:

  • Start with culture, not campaigns. What’s trending? What’s funny? What’s making people feel something?
  • Make the audience the hero. Think user-generated content, personalization, or community-driven storytelling.
  • Design content for screenshottability, shareability, and saveability. That’s what performs.
  • Be brave. Earned-first content usually involves a little risk. You might need to go there—emotionally, humorously, or culturally.
  • Act fast. Especially with reactive or real-time content, speed wins.

Social First Ideas for Small Businesses

 

Go Live with Purpose

Go live once or twice a month:

  • Tour new arrivals
  • Host Q&A with a staff member
  • Share styling or gift tips
  • Do giveaways with a local biz bestie

Cross-Promote with Local Collaborators and Tap into shared audiences by teaming up with:

  • Nearby coffee shops, gyms, or salons
  • Local influencers or stylists
  • Other retailers for seasonal bundles or giveaways

Make it Interactive

If you want to see results, engage your people:

  • Use Polls in Stories
  • Ask Me Anything boxes (e.g. “Need a gift idea? Ask us!”)
  • “This or That” product comparisons
  • UGC prompts: “Tag us in your ____ and we’ll share it!”

Offer Social-Only ExclusivesCreate urgency and reward followers:

  • “Only on Insta” flash sales
  • Secret Story-only discount codes
  • Limited edition pre-orders

Weekly Call to Action (CTA)

Don’t post just to post!  Instead, each week, rotate between CTAs like:

  • Visit in-store
  • DM for a personal styling tip
  • Share their purchase
  • Tag a friend
  • Sign up for a local event

Measure What Matters. Monthly, track:

  • Engagement rate (likes, comments, shares, saves)
  • Follower growth
  • Website clicks / link in bio actions
  • In-store “heard from Instagram” mentions

Final Thoughts

Earned-first conceptual thinking isn’t about ditching strategy—it’s about supercharging it with bold, sticky, social-first ideas. When you create something people genuinely want to talk about, you don’t just get views. You get traction, loyalty, and momentum.

So the next time you’re planning your content strategy, ask:

“Would anyone share this if we didn’t boost it?”

If the answer is no—it’s time to think “earned-first.”

Next up, while we’re on the topic of focusing on customers, read about the customer journey right here. 

Why Isn’t My Content Converting?

Why Isn’t My Content Converting?

by | Mar 30, 2025 | Marketing Strategy, Most Read

It’s so frustrating! You’re doing everything right and your content still isn’t converting!

You’re posting consistently. You’re checking all the boxes. You’ve got the Canva templates, the clever captions, maybe even the occasional Instagram Reel. But still…crickets. The content is out there—but it’s not bringing in leads, sales, or real engagement.

So what gives?

Here’s the truth: content that looks good isn’t always content that works. And content that doesn’t convert usually suffers from one (or more) of these common issues.

Let’s break it down.

Top Reasons Why Your Content Isn’t Converting

You’re Talking to Everyone (Which Means You’re Talking to No One)

Your message should feel like it was written for your ideal client—not the general public. If your content feels vague, generic, or overly polished, it won’t stick. People crave relevance and connection. Get specific. Show them you understand exactly where they are and how you can help.

You’re Creating, But Not Communicating

Pretty posts don’t sell. Clear ones do. Ask yourself: what do I actually want someone to do after reading this? If there’s no call to action—or if your message isn’t leading your audience toward the next step—you’re just making noise. Converting content has purpose. Every time.

Your Offer Isn’t Clear (or Compelling)

Even if your content is getting attention, it won’t convert if your audience doesn’t understand what you’re offering, how it helps them, or why they should care right now. Get ruthless about clarity. If your message takes more than a few seconds to understand, it’s probably being skipped.

You’re Not Showing Enough Value to Convert Your Content

Even if your content is getting attention, it won’t convert if your audience doesn’t understand what you’re offering, how it helps them, or why they should care right now. Get ruthless about clarity. If your message takes more than a few seconds to understand, it’s probably being skipped.

Need help fine-tuning your message or building an offer that resonates? I highly recommend Marie Forleo’s B-School—as an alumnus, I can tell you it’s packed with tools to help you clarify, connect, and convert with more confidence. Highly recommend!

You Haven’t Earned the Ask Yet so Your Content Isn’t Converting

If you’re constantly pitching without building trust first, conversion rates will tank. You’ve got to give before you ask. Share insights, tell stories, build connection. Then invite them into the next step. This is how you move from scrolling to sign-ups to sales.

Your Audience Isn’t Ready Yet

Sometimes, it’s not the content—it’s the timing. If your audience isn’t warmed up or doesn’t know you well enough, they’re less likely to act. That doesn’t mean your content is failing—it means you need to nurture. Stay consistent, stay visible, and build momentum over time.

The Fix? Create with Clarity!

Speak directly to the person you want to help. Make it easy for them to take the next step. Track what’s working. Adjust when it’s not. And above all—don’t just post to fill the feed. Post to connect.

Next Up In Your Strategic Marketing Gameplan:

🐝 tip: If you’re wondering what content your dream client actually wants to see, check out Understanding the Customer Journey. It’s a roadmap to making your content work harder—and smarter.

🐝 tip: To improve your site structure, consider linking to other relevant posts or pages on your website. Read our guide on internal linking for SEO to learn more.

🐝 tip:  If you want to learn how to get more leads, read this super simple how to guide: How to Get More Leads, a Step-by-Step Simple Guide

🐝 tip:  If you’re unfamiliar with Sales Funnels, reading this might help, too: What’s a Sales Funnel?

The Risky Gamble of Buying Backlinks

The Risky Gamble of Buying Backlinks

by | Mar 6, 2025 | Content Marketing, Marketing Strategy

Don’t Get Stung Buying Backlinks

I recently had a rather eye-opening experience with a client whose obsession with their Google ranking sent me down a rabbit hole to uncover the cause of their declining rank, and consequently their domain authority. It didn’t take long to spot the culprit—an abundance of bad, spammy backlinks that were actively dragging their business down in search results.

Backlinks are a Great SEO Strategy

Backlinks have long been a crucial component of SEO strategy, acting as digital votes of confidence that tell search engines, “Hey, this content is valuable!” But in the competitive world of online visibility, many businesses find themselves weighing the pros and cons of paying for backlinks. Is it a shortcut to higher rankings, or a one-way ticket to Google penalties? Let’s break it down.

The Pros of Buying Backlinks—Kind of…

Speedy Results – Building backlinks organically takes time. Paid services promise a quicker route to improving your site’s authority and rankings.

Hands-Off Approach – If you don’t have time to run outreach campaigns, backlink services handle everything for you.

Potential Boost in Rankings – In the short term, a well-placed backlink from a high-authority site can give your website a ranking push.

Increased Referral Traffic – If the backlinks are placed on reputable sites, they can drive real visitors to your content.

The Cons of Buying Backlinks—Can be Very Costly

Google’s Strict Policies – Google explicitly warns against manipulative link-building schemes. If the search engine catches wind of paid backlinks that violate their guidelines, your site could face penalties, including de-indexing.

Low-Quality Links Can Harm You – Not all backlinks are created equal. Many paid services generate spammy, irrelevant links that can do more harm than good.

Unnatural Link Profiles – Google’s algorithm is smart. If your site suddenly gains a flood of links from unrelated or low-authority sources, it raises red flags.

Wasted Money – Many backlink services promise the moon but deliver links from dubious, low-value websites that won’t help your rankings.

Will Google De-Rank You for Buying Backlinks?

Yes, it’s a possibility. Google’s algorithm is designed to detect unnatural link-building patterns, and if your site is flagged, you could see a drop in rankings—or worse, a manual penalty. Google’s webspam team has been known to crack down on sites engaging in link schemes, and recovering from a penalty can be a long, painful process.

Several websites have suffered significant harm due to bad backlinks. One example is an unnamed e-commerce platform that experienced a 35% drop in traffic due to toxic links from spammy directories. This was several years ago, and it was one of the first enterprise businesses to experience ranking penalties, loss of organic traffic, and a need for urgent backlink cleanup efforts.

Another case involves Kinsta, a managed WordPress hosting provider, which was hit by a negative SEO attack where many spammy backlinks flooded its profile. Yes, spam can get in there and create havoc! Kinsta had to identify and disavow these bad backlinks to prevent a search engine penalty.

A more severe example is a business website that received a manual penalty from Google due to unnatural backlinks. These links were either artificially built or from low-quality sources, which led to a sharp decline in search engine rankings. The company had to undergo a structured recovery process, which included cleaning up backlinks and rebuilding trust with Google.

How to Check Your Backlinks

I use Ahref’s to check my clients’ backlink status, which is how I discovered the nasty spam that had de-ranked my clients’ site. You can use the same tool to check your website’s backlinks right here. And it’s free!

If your website has bad backlinks, your first course of action is to contact the referring site’s administrator and request removal. The referring site will be noted in your Ahref report. If that proves unsuccessful, you can submit a disavow request to Google to prevent the links from impacting your rankings. Semrush wrote a good article on why and how to do that which you can read right here.

Best Practices for Earning High-Quality Backlinks

Rather than risking penalties, focus on legitimate backlink strategies that build your site’s authority naturally:

Guest Blogging – Writing insightful, valuable content for industry-relevant websites can earn you high-quality backlinks.

Trade Publications & Industry Websites – Pitch articles to respected trade journals or industry news sites.

Use HARO (Help a Reporter Out) – Journalists and bloggers constantly seek expert sources. Responding to queries can land you high-authority backlinks from news sites.

Podcast Guest Spots – Appear on relevant podcasts and often, hosts will include a backlink to your site.

Create Link-Worthy Content – High-value resources, data-driven studies, and in-depth guides attract natural backlinks from other content creators.

Leverage Strategic Partnerships – Work with industry peers to exchange guest posts or get mentions in their content.

Get Featured in Local & Industry Directories – Many high-quality directories provide legitimate backlinks.

Final Verdict: Should You Pay for Backlinks?

If you’re looking for sustainable, long-term SEO success, paying for backlinks is a risky gamble. While some services may provide temporary gains, the potential for penalties and wasted investment outweighs the benefits. Instead, focus on ethical, high-value backlink strategies that position your site as an authoritative, trustworthy resource in your industry. SEO is a marathon, not a sprint—build credibility the right way, and your rankings will thank you.

Looking to strengthen your SEO game with real, lasting results? Focus on strategies that build authority organically, and let Google reward you the right way.

 

What’s the Difference Between Backlinks, Inbound Links, and Internal Links?

So many links, so little time. Once you understand the significance all these links—and how easy they are to introduce to your website, you’ll want to start adding them throughout your website, too.  Learn everything you need to know by reading my simple guide, right here.

 

What are Inbound Links, Backlinks, and Internal Links?

What are Inbound Links, Backlinks, and Internal Links?

by | Mar 1, 2025 | Backlinks, Inbound Links, Internal Links, Search Engine Optimization (SEO)

Inbound Links, Backlinks, and Internal Links: The Web of Connections That Boost Your Content

Ever heard the phrase “It’s not what you know, but who you know”? Well, in the world of digital marketing, it’s a little bit of both. You can write the best content on the internet, but if no one is linking to it, it’s like throwing a fantastic party and forgetting to send out invitations. That’s where inbound links, backlinks, and internal links come into play.

Backlinks: The Internet’s Version of a Personal Recommendation

A backlink (also called an inbound link) is a link from another website to yours. Think of it as a vote of confidence—when another site links to your content, it signals to search engines that your page is valuable. The more quality backlinks you have, the more credibility and authority your website gains.

For example, if a high-profile publication links to your blog about evergreen content, that’s like a respected expert saying, “Hey, this person knows their stuff!” Google pays attention to that, which can help boost your rankings.

Internal Links: The Secret Pathways to a Better User Experience

An internal link is a link from one page of your website to another page of your website. These are the signposts that help both visitors and search engines navigate your site. They keep readers engaged by guiding them to related content, and they help distribute SEO power across your pages.

For instance, right now, I could link this blog post to my article about evergreen content (boom, that right there, “evergreen content,” is an internal link!). That tells both my readers and search engines that these topics are connected and worth exploring together. It also keeps users on your website longer, making it easier for them to navigate similar topics, and improving their overall user experience, which Google appreciates.

Inbound Links: The Friendly Neighbors Sending Traffic Your Way

The term inbound links is often used interchangeably with backlinks, but it can also refer more broadly to any link that brings visitors to your site—whether from an external source such as a newsletter, an Instagram story, or even another page within your domain – which, again, we more often refer to as an internal link.

Why These Links Matter for Your Content Strategy

SEO Boost – Search engines see links as endorsements, helping your site rank higher in search engines.

User Engagement – Internal links keep visitors on your site longer, exploring more content.

Traffic Growth – Backlinks from reputable sites can drive new audiences to your content.

So, if you’re creating evergreen content (content that stays relevant over time), make sure it’s well-connected with internal links and encourage backlinks by sharing and promoting your work. After all, the best parties—the best content—deserve a crowd!

Want to see an internal link in action? Check out my post on evergreen content here, and see how it all comes together!

Lastly, Learn the Pro’s and Con’s of Buying Backlinks!

Spoiler Alert! There are very few pro’s! Read on right here, and decide for yourself how to get those pesky backlinks to point to your website.