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For many years, SEOs have been under the impression that aged domains (domains that have existed for some time) can have a better chance of ranking compared to fresh (new) domains.
Buying domains that are listed for auction or even expired and building them out again has been a popular technique in the SEO industry, as they want to skip past the “Google sandbox” and see immediate, better rankings with a domain that has already existed in the SERPs.
But, what did Google have to say about this?
Google's Response About Domain Age
Well, John Mueller, from Google, was asked the following on X.com (formerly Twitter):
“Does the age of a domain name impact Google search rankings?”
In response to this, he said:
“No, domain age helps nothing.”
He also had a slight dig at domain autioners by mentioning that aged domains really only matter for those who want to sell you aged domains!
Is "Domain Age Ranking Impacts" Therefore A Myth?
It would seem that way.
Whilst Google and other search engines have access to data like domain age, they have stated in this instance that it is not a ranking factor. This means that as long as all the fundamentals of SEO are implemented correctly and you have a quality website to showcase to users, you should still have the same successes with a fresh domain.
Does This Mean You Should Stop Buying Aged Domains?
No, not at all.
Whilst what John Mueller said may well be true, there are still other benefits to buying aged domains.
Trust and Credibility
Older domains can be seen as more trustworthy and credible by search engines. This is based on the idea that a domain that has been around for a longer time is less likely to be a spammy or low-quality site. However, this is just one of many factors considered.
This is not to contradict what Google have said. What we believe could be true is that if a domain has ranked previously for keywords that you want to target, you may find it easier to rank for these terms again, with the help of other SEO ranking factors that we know are for certain, like quality content.
Historical Data and Backlink Profile
Older domains usually have more historical data and potentially a more robust backlink profile. Search engines use backlinks as an indicator of a website’s authority and relevance. A long-standing domain might have accumulated valuable backlinks over time, which can positively affect rankings.
Content Maturity
Older domains might have more content and have had more time to mature in terms of SEO. This means they could have a wider range of keywords they rank for, more indexed pages, and potentially more traffic – all positive signals to search engines.
How Long Does It Take To Rank A New Website With SEO?
Ranking a new domain in SEO can vary significantly based on several factors, and there’s no one-size-fits-all answer. Generally, it might take anywhere from several months to a year or more to see significant ranking improvements for a new domain.
For example, if you have a website that is simply a blog, providing information on topics that are not really going to affect people’s lives, like “celebrity net worth” or a “sports blog”, then as long as you tick all the right boxes and have a good quality site, you can see rankings quite quickly.
However, if your new website is trying to compete in more competitive niches, especially YMYL (Your Money Your Life) niches, such as gambling, finance, health, etc. then it will take a lot longer for your domain to gain significant rankings as Google is skeptical about showing this information from a brand new site to users.
This may be when you look to use a domain that has already got authority in these niches and has some evidence of trust from search engines.
But nothing is guaranteed in SEO and there is nothing stopping you at some point down the line surpassing sites that have been around a lot longer if the experience you can offer users is deemed better than other sites you are competing against for keywords and ranking positions.
Conclusion: Domain Age Is Not As Important As SEOs Once Thought
Based on the information provided by Google themselves, we can conclude that domain age being a ranking factor is in fact a myth.
However, let us not forget that there are case studies that suggest otherwise as other SEOs have tested this in the past, but like with any ranking factor in SEO, the exact significance of it cannot be proven.
All we can do is take Google’s word for it, but don’t let this stop you buying an aged domain that suits your products/ services. You could also benefit from the backlinks and content that the domain already has.
What we can do is not worry too much about domain age when analysing the SERPs and not let an older domain that is ranking well put you off from competing against them for rankings. Instead of worrying about this, focus your efforts on improving your site in every way possible and offering users a bespoke experience.
