When it comes to domain registration, most brands renew for a 12 or 24 month period, but how long should they secure their domain name? Beyond the practical convenience and potential cost savings, some suggest that a longer domain registration period could positively impact SEO. Which makes logical sense to me!
The idea of longer domain registrations as an SEO factor stems, in part, from a Google patent, which states:
“Valuable (legitimate) domains are often paid for several years in advance, while doorway (illegitimate) domains rarely are used for more than a year. Therefore, the date when a domain expires in the future can be used as a factor in predicting the legitimacy of a domain.”
According to this, domains registered for longer periods may appear more legitimate to Google and other search engines. The thought is that established brands are more likely to commit to their online presence by registering domains for several years, while less reliable websites may only register for a single year at a time.
While this factor alone isn’t likely to drive significant SEO improvement, it does offer a slight boost in terms of trust. But remember, core SEO success still relies on high-quality content, user experience, backlinks, and performance amongst other things.
The real benefits of a multi-year registration are more practical than algorithm-driven. Long-term registrations help prevent accidental expiration, which could disrupt site accessibility and your business’s online visibility. Knowing your domain is secure for several years also brings peace of mind and eliminates the hassle of yearly renewals.
And About Those Price Savings...
If you’re thinking about securing your domain for the long haul, here’s what the potential savings look like:
One year: £23.99
Two years: £40.79 (14.99% savings)
Four years: £72 (24.97% savings)
Ten years: £140.39 (41.48% savings)
In summary, while a long-term domain registration may provide a small trust signal to search engines, it’s primarily a smart, cost-effective move for established brands invested in their online presence.