Domain Age

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What is a domain age?

In simple terms, “Domain Age” refers to the amount of time during which a domain name has existed. It is basically how old a domain name is.
So for example, if a domain name was registered in 2000, the domain age will be 20 years in 2020.
Two factors are considered in the age of a domain name.

  1. The length of time that a domain has been registered.
  2. The age of the website in regards to how long that it has been active, or how long that it has had content on the web.

The search engines factor domain age from the time that the website is first crawled by the search engines and when the first inbound link to the website is noticed.

Why is domain age important?

A domain’s age is not only extremely important for SEO, but also email deliverability.

Domain Age and SEO

Domain age is important for SEO purposes because the age of a website is a search engine ranking factor. The search engines want to provide users with the best possible results. As a website ages over time, it becomes more trusted in the eyes of the search engines as long as it has quality content and a robust portfolio of relevant inbound links that have been established over time. An older domain age conveys longevity, whereas there is more uncertainty regarding what a new website can or will offer to visitors.

Domain Age and Email Deliverability

In a nutshell, email deliverability is based on 3 core principles:
  • IP Reputation: Indicates how much users want to get email from an IP address by measuring the responses of bounces, spam traps or unwanted bulk mail (UBE)
  • Content Reputation: works on a set of criteria that determine the sender’s quality by their email campaign content. Content which is unique, relevant and engaging to subscribers stand the best chance of reaching the customer.
  • Domain Reputation: Things like domain age, how the domain identifies across the web, and whether it identifies in the entertainment, advertising, finance, or education industries can all impact your domain reputation.

As a major part of your domain’s reputation, sending emails from a brand new domain that has not been warmed up screams fraud to spam filters.

Buying a New Domain

If you plan on sending emails from a brand new domain, the first thing you need to do is warm it up.
Warming up a domain resembles warming up an email address. Yet, a newly registered domain warm-up takes way longer than that of any mailbox. Don’t worry though. The steps you take to prepare a domain for outreach are pretty similar to the ones you go through with a new email address.

You can learn how to warm up your domain here from our friends at WoodPecker.

Buying an Aged Domain

When buying an aged domain, you can face such an issue as bad reputation if some users blocked this site or tagged it as spam. As a result you will get a site with a tarnished reputation that can harm your business.
What does the MailGenius email test tool cover with regards to domain age?
mature_domain – Tiered Domain Age by Days since creation

Additional Resources

  1. How to Warm Up My Domain Before Email Outreach- Woodpecker
  2. Domain Reputation or IP Reputation: Which One Does Gmail Care About More?- Mailgun
  3. Deliverability doesn’t end in .com- Gravitai
  4. What is Domain Age?- Brick Marketing