Microsoft Research Study: Domain Bias (preference)
during Search
Advantage #1: Users Prefer to Click on Exact Match
Domains
Microsoft researchers explored this preference, or bias, by searchers. Domain bias describes a user’s tendency to believe that a site’s reliability is based on the keywords in a domain name. So if Glenda does a search for “Designer Baby Clothes” to dress her new tyke, she would be at least 25% more likely to click on DesignerBaby.com rather than iOffer.com/baby or CutsieTutsie.com. In addition, Microsoft’s Domain Bias Study states that users are far less likely to click on a domain that does not contain the keywords, if they aren’t familiar with the brand.
This is important information for premium domain owners!
Advantage #2: Users Click on Exact Match Domains Regardless of Page Rank
Brand Recognition + Generic Credibility = More Brand Recognition
The study determined that people clicked on exact match domains over others because they trusted that the site would prove more relevant to their search, no matter where the exact match domain was displayed within the page of search results. Users placed far more confidence in the domain name than they did in search rank placement. That’s also good news, since not everyone has the budget or competitive advantage to be ranked #1 for each desired search term.
Advantage #3: Users Are More Satisfied with Content on Exact Match
Domains…(even when it wasn’t really their content!)
Hands down, users stated the content satisfied their
search when the domain name was a known brand or contained their search
keywords.
Thorough as can be, the research team changed the visual display of the results…put this domain here, and that one there…and users still very strongly preferred the domain that contained a familiar brand or keywords! They showed users the content from one website but tested showing them different domains as the associated URL. They tested the opposite content/domain pairing for other users. Hands down, users stated the content satisfied their search when the domain name was a known brand or contained their search keywords. That’s another reason to cheer, because these findings aren’t as dependent on a search engine’s algorithm as they are on human behavior. And we know how much humans stick to behavior patterns!
What Does This Mean for My Business?
Domain bias is very significant for exact match domain owners understanding their value. It’s also heavily relevant to startups in the domain name acquisition process. Whether you plan to show up in organic or paid search results, understanding domain bias gives you an advantage. Search Engine Land provided a fabulous overview: “This is the strongest evidence yet that I’ve seen that an obsession with ranking is not only futile, it completely ignores the reality of how your site attracts users. "Rank really doesn’t matter, if you’ve got a quality (trustworthy) domain name.”
This research means that owning a domain with strong keywords can increase your traffic, and that they’ll be happier when they visit. Instead of cyclic spending on your SEO, consider this opportunity to secure a premium domain that encourages trust, familiarity and confidence just by being itself!