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Excellent Practice34
Improvement Could be Made12
Critical Issues to Attend5
Aug 16, 2019 02:45 AM

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Recommended Actions

  • Edit the title tag, ensure it contains 1-12 words, and with 10-70 characters.
  • Add in more high quality text content and make the text to code ration to be within 15%-70%.
  • Move the 30 inline css components to an external style sheet file.
  • Reduce number of links to other pages.
  • Implement HTTP compression for your site.
  • Implement browser caching for your site.
  • Reduce the length of the meta description and ensure it only contains 70 to 160 characters.
  • Add more meta keywords for your page and allows it to contains 10 to 20 words.
  • Use more straight forward terms, avoid using too much jargon in the page content.
  • Create RSS feed for your site.
  • ...     25
  • Register To View All >>

Detailed Reviews

Related Category
Most related categories of this website.

art   comics   fashion   inspiration   lifestyle   pictures   shoes   trailers  

Men's Fashion, Style, Grooming, Fitness, Lifestyle, News & Politics | GQ

Words count: 9    Unique Words: 9    Length: 72 characters
[ To optimize the page title, Use this SEO Title Optimizer ]

The title is too long! It has more than 70 characters.

The title will be displayed in search engine results in the form of a direct link to the site.

1. ideally, the title should contain 10 to 70 characters, including spaces. (Google displays up to 70 characters in the title, and takes into account only the first 12 words.)
2. put the most important and relevant keywords in the title, try not to repeat any word.
3. each individual page should have a unique title.
homepage | The latest tips and advice for men on style, grooming, fitness, best products, travel destinations and more. Find politics, sports and entertainment news.

Words count: 24    Length: 166 characters
[ To optimize the page description, Use this SEO Meta Description Optimizer ]

The description is too long! It has more than 160 characters

Meta Descriptions provide concise explanations of the contents of web pages, that are commonly used by search engines on search result pages to display preview snippets for a given page.

1. it is best to keep meta descriptions between 70-160 characters.
2. a readable, compelling description using important keywords can draw a much higher click-through rate of searchers to the given web page.
3. avoid keyword stuffing, ensure each page has its own unique description.
Google SERP Preview
Men's Fashion, Style, Grooming, Fitness, Lifestyle, ... www.gq.com/
homepage | The latest tips and advice for men on style, grooming, fitness, best products, travel destinations and more. Find politics, sports and ...

[ To optimize this Google SERP preview, Use this Google SERP Optimizer ]

This is how your site looks like in Google Search Result Page.

an optimized SERP snippet will have a higher click through rate.

1. make sure the title is clear, simple, straight to the point.
2. make sure the description is relevant and properly summarized the page content.

Words count: 1    Length: 8 characters    keyword phrases count : 1

The keywords is too short!
[ To optimize the meta keywords, Use this SEO Meta Keywords Optimizer ]

Keyword Occurrences in Different Sections
Wordkeyword domain title descriptionheadingcontent
1 word:100% (1/1)
homepage 0   (0%)

Meta keywords should not be ignored, though they are not a major ranking factor for most of search engines nowadays. A Meta keywords tag is supposed to be a brief and concise list of the most important themes of your page

1. keep your list of keywords or keyword phrases down to 10 - 20 unique words or phrases.
2. separate the words or phrases using a comma (you do not need to leave a space between words separated by commas).
3. do not repeat words or phrases.
4. put your most important word or phrases at the beginning of your list.
Keywords Cloud
This keywords cloud gives your an idea of what are those important keywords appears in your website.

agoview  asked  buy  cam  chinos  condé  days  designer  dropping  fashion  fitness  grooming  head  homepage  hours  latest  lifestyle  menswear  nast  nowget  photos  politics  privacy  recommends  recommendsgq  room  sale  school  shopping  site  sneakers  style  stylestylethe  tashjian  updated  view  watches  willis  wolf  year 

Top 20 Keywords
Total Terms Count: 751

It is nice! the word density is quite ok.

Top 20 terms occurance and density
KeywordIn DomainIn TitleIn DescriptionIn Heading In Body Density
agoview 24 3.20%
days 20 2.66%
photos 8 1.07%
style 7 0.93%
menswear 6 0.80%
hours 5 0.67%
recommendsgq 5 0.67%
politics 5 0.67%
sale 4 0.53%
latest 4 0.53%
recommends 4 0.53%
buy 4 0.53%
watches 3 0.40%
tashjian 3 0.40%
fitness 3 0.40%
grooming 3 0.40%
fashion 3 0.40%
room 3 0.40%
privacy 3 0.40%
site 3 0.40%

keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

1. the optimum keyword density to be 1.0% - 3.0%. Using a keyword more than that could be considered search spam.
2. overuse of keywords, a practice called keyword stuffing, will cause a web page to be penalized.

Excellent! The page is using HTML headings (<H1> - <H6>) and inline emphasis tags (<EM><B><I><EM><STRONG>)


GQ - Men's Fashion, Style, Grooming, Fitness, Lifestyle, News & Politics


Get GQ
17 Back-to-School Menswear Buys for Under $100
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Shura Flew from London to New York for a First Date—and Fell in Love
The Trailer for Bong Joon-ho's Parasite Teases the Best (!!!) Movie of the Year
Ilhan Omar and Rashida Tlaib Barred from Visiting Israel Under Pressure from Trump
The Universe Has It Out for DeMarcus Cousins
Cardi B Asks Bernie Sanders If He’s “Scared” of Upsetting Many Powerful People
The Best Back-to-School Sales to Shop Right Now
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Why Farfetch Just Became the Netflix of Fashion
The 10 Best-Dressed Men of the Week
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If Someone Invites You to the Fashion Cafeteria, Sit on the Floor
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The 10 Flyest Sneakers Dropping This Fall
Barneys Used to Be a Celebrity-Shopping Mecca
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The 17 Best New Menswear Items to Buy This Week
18 Affordable Ways to Upgrade Your Style This Weekend
<EM> (2)Parasite
What are those?

HTML headings and emphasis tags are the most basic forms to indicate important content.

1. use your keywords in the headings and make sure the first level heading (<H1>) includes the most important keywords.
2. never duplicate the title tag content in the heading tags.
3. for more effective SEO, use only one <H1> tag per page
Reading Level

The page text content is a bit too difficult to be read and understood!

Ensure your page content text can be read and understood by most of your site visitors. not too difficult nor too simple.

1. a score below 30, indicates the text content is too difficult to be read and understood.
2. a sore above 80, may suggest that the site is lack of in-depth and expertise of its topics (low quality content).
3. an optimal reading level score shall be 50-70.
en Excellent! the website declared its language in use.

the detected language is : en

Declare the language in use can help search engine to better understand and rendering your page, especially when special characters are encountered.
Page Encoding
utf-8 Excellent! the website declared its character encoding.

Declare the character encoding can help search engine to better rendering your page, especially when it comes to
non-asii characters.
Excellent! the website has a shortcut favicon image.

the website does not have a RSS Feed.

http://gq.com/robots.txt Excellent! the website has a Robots.txt file to regulate search engine crawlers access.

Robots.txt file can be used to regulate access of search engine crawlers, properly configured robots.txt file can help
crawlers to better understand your website.

1. grand robots access to those pages you wish them to crawl.
2. restrict access to those pages you do not wish search engines to see and crawl.
XML Sitemap
http://gq.com/sitemap.xml Excellent! the website has a XML Sitemap to guide search engine crawlers for indexing its pages.
[ To generate XML sitemap, Use this XML Sitemap Generator ]

Sitemap helps search engine crawler to identify your website pages.

1. ensure all your important pages are listed in the sitemap.
2. ensure to indicate the frequency of change and importance of each url.
3. inform search engines of the location/URL of your sitemap (eg, For Google, you can set the website sitemap location through Google Webmaster management panel).
Loading Time
0.06 seconds - 1,796.58 Kb/s

Excellent! the site is pretty fast and it takes less than 1 second to load.

Estimated loading time for different internet connections
Optical Fibre
15.40 s 0.12 s 0.11 s 0.03 s 8.62 ms

Site speed is becoming an crucial ranking factor. Slow page loading is one of the biggest complains of web users. If the loading time is too long, you may need to check your server, network, or system codes and structure.

1. ideal loading time is less than 1 seconds, if it take more than 5 seconds to load your site, likely users will run out of patience, so do search engines.
2. improve your SEO by optimizing your website to have a small size and faster responding server.
Total Size
108 Kb (107,795 bytes)

Excellent! the page size is just nice, that is within 30K-150K!

Page size affects the speed of your website.

1. try to keep you page size between 30K-150K
2. put javascript and style sheet in separate files, and link them to the main page.
3. use optimized images for web and set up your server with gzip for downloading
Text To Code Ratio
Total Size Text Size HTML Code Size Text/HTML Code Ratio
108 Kb (107,795 bytes) 6 Kb (6,190 bytes) 102 Kb (101,605 bytes) 6.09 %

The Text/HTML Code Ratio is a bit too low, you may not have enough content to rank well!

the ratio of text to HTML code should always be above 15% for good SEO gain,
it is below 15% then that means that your website probably needs more text content.

1. a ratio between 25% and 70% is ideal, when it goes beyond than that, the page might run the risk of being considered as spam. As long as the content is relevant and gives essential information, it is a plus point to have more of it.
2. improve your SEO by adding more relevant text to your pages and also increasing your keyword density.
Excellent! No flash component is detected on this page.

Flash content can not be properly indexed by search engines, and normally flash file is large in size, which slow down the loading of your page.

1. avoid flash content whenever possible if you wish to have a fast and SEO friendly website.
Excellent! No frame is detected on this page.

Framesets and individual frames could cause problem for search engine to crawl your pages

1. avoid frames whenever possible.
2. search engines do not like frames.
3. use iframe instead if you really have no choice.
Inline CSS
30 Inline CSS components are detected on this page.

It is a good practice to move inline CSS rules into an external CSS file in order to make your page lighter and increasing the text to code ratio.

1. move inline css rules to external css file.
2. separate style from html.
Nested Table
Excellent! No nested table is detected on this page (nested table : 0, total table : 0)

nested tables could slow down page rendering and lead to bad user experience.

1. avoiding <table> for your page layout.
2. using <div> instead of <table>.
Plain Text Email
Excellent! No Plain Text Email is detected on this page.

Redirect Count
2 redirections were detected for loading this page.

Excellent! HTTPS is used for your page.

WWW Resolve
Excellent! the websites https://www.gq.com/ and http://gq.com are resolved to the same url :https://www.gq.com/

Search Engines treat URLs with or without "www" as two different records.

1. edit your .htaccess file and permanently redirect one to the other (eg redirect www.mysite.com to mysite.com).
URL Rewrite
Non SEO Friendly URLs

You may use url rewrite techniques to make these 7 urls to be SEO friendly.

clean, short and relevant URLs are favoured by users and search engines

1. use url rewrite to turn dynamic pages with query parameters into seo friendly static pages.
2. put your important keywords in the url.
3. good urls are not only user friendly but also seo friendly.
Underscore In URL
URLs with underscore

You have 7 Urls with underscore.

Search Engines treat hyphen as word separator, they do not treat underscore as word separator.

1. use hyphen "-" instead of underscore "_" to optimize your page url.
2. help search engines to better understand your url, eventually will benefit your page`s ranking.
Internal Links
(link to pages within this domain)
External Links
(link to pages on other websites)
137 29 166

Too many links (166), it may be considered as spam!

Internal Links (link to pages within this domain) - 137
URL Anchor Text
https://subscribe.g...AILSAFE&pos_name=AMS_GQM_DESKTOP_FAILSAFESubscribe NowGet the Magazine
https://subscribe.g...AILSAFE&pos_name=AMS_GQM_DESKTOP_FAILSAFELet's do it
http://gq.com/galle...chool-menswear-buys-for-under-100-dollars@media (min-width: 0px) { ...
http://gq.com/galle...chool-menswear-buys-for-under-100-dollars17 Back-to-School Menswear Buy...
http://gq.com/galle...chool-menswear-buys-for-under-100-dollarsView More
http://gq.com/story/vetements-cropped-puffer-jacket@media (min-width: 0px) { ...
http://gq.com/story/vetements-cropped-puffer-jacketThe Crop Top Puffer Jacket Is ...
http://gq.com/story/vetements-cropped-puffer-jacketView More
http://gq.com/story/get-rid-of-back-hair@media (min-width: 0px) { ...
http://gq.com/story/get-rid-of-back-hairHow to Get Rid of Back Hair
http://gq.com/story/get-rid-of-back-hairView More
http://gq.com/story/wes-lang-on-watches-kudoke-1@media (min-width: 0px) { ...
http://gq.com/story/wes-lang-on-watches-kudoke-1You Need to Clock This Indepen...
http://gq.com/story/wes-lang-on-watches-kudoke-1View More
http://gq.com/story/august-fashion-drops@media (min-width: 0px) { ...
http://gq.com/story/august-fashion-dropsFall’s Flyest Designer Gear Is...
http://gq.com/story/august-fashion-dropsView More
http://gq.com/story/hong-kong-protests-explained@media (min-width: 0px) { ...
http://gq.com/story/hong-kong-protests-explainedWhy Hong Kong Protestors Almos...
http://gq.com/story/hong-kong-protests-explainedView More
http://gq.com/story/woodstock-anniversary-style@media (min-width: 0px) { ...
http://gq.com/story/woodstock-anniversary-styleWoodstock: When Festival Style...
http://gq.com/story/woodstock-anniversary-styleView More
http://gq.com/story/shura-forevher-interview@media (min-width: 0px) { ...
http://gq.com/story/shura-forevher-interviewShura Flew from London to New ...
http://gq.com/story/shura-forevher-interviewView More
http://gq.com/story/-bong-joon-ho-parasite-trailer@media (min-width: 0px) { ...
http://gq.com/story/-bong-joon-ho-parasite-trailerThe Trailer for Bong Joon-ho's...
http://gq.com/story/-bong-joon-ho-parasite-trailerView More
http://gq.com/searc...dbacbf2816d21ba97&sort=publishDate%20descThe Latest
http://gq.com/story/israel-bans-ilhan-omar-rashida-tlaib@media (min-width: 0px) { ...
http://gq.com/story/israel-bans-ilhan-omar-rashida-tlaibIlhan Omar and Rashida Tlaib B...
http://gq.com/story/israel-bans-ilhan-omar-rashida-tlaibView More
http://gq.com/story/demarcus-cousins-injury-universe@media (min-width: 0px) { ...
http://gq.com/story/demarcus-cousins-injury-universeThe Universe Has It Out for De...
http://gq.com/story/demarcus-cousins-injury-universeView More
http://gq.com/story/cardi-b-bernie-sanders-interview@media (min-width: 0px) { ...
http://gq.com/story/cardi-b-bernie-sanders-interviewCardi B Asks Bernie Sanders If...
http://gq.com/story/cardi-b-bernie-sanders-interviewView More
http://gq.com/story/the-best-back-to-school-sales-2019@media (min-width: 0px) { ...
http://gq.com/story/the-best-back-to-school-sales-2019The Best Back-to-School Sales ...
http://gq.com/story/the-best-back-to-school-sales-2019View More
http://gq.com/searc...dbacbf2816d21ba97&sort=publishDate%20descView More Posts
https://gq.com/styleLatest in Style
http://gq.com/story/farfetch-new-guards-group-acquisition@media (min-width: 0px) { ...
http://gq.com/story/farfetch-new-guards-group-acquisitionWhy Farfetch Just Became the N...
http://gq.com/story/farfetch-new-guards-group-acquisitionView More
http://gq.com/gallery/best-dressed-men-of-the-week-8-12-19@media (min-width: 0px) { ...
http://gq.com/gallery/best-dressed-men-of-the-week-8-12-19The 10 Best-Dressed Men of the...
http://gq.com/gallery/best-dressed-men-of-the-week-8-12-19View More
http://gq.com/story/watches-of-the-week-8-10-19@media (min-width: 0px) { ...
http://gq.com/story/watches-of-the-week-8-10-19Post Malone Wears the Funnest ...
http://gq.com/story/watches-of-the-week-8-10-19View More
http://gq.com/story/fashion-cafeteria-meme@media (min-width: 0px) { ...
http://gq.com/story/fashion-cafeteria-memeIf Someone Invites You to the ...
http://gq.com/story/fashion-cafeteria-memeView More
http://gq.com/story/adidas-nike-more-skate-shoes@media (min-width: 0px) { ...
http://gq.com/story/adidas-nike-more-skate-shoesThree Skate Sneakers That Don'...
http://gq.com/story/adidas-nike-more-skate-shoesView More
http://gq.com/story/best-sneaker-releases-fall-2019@media (min-width: 0px) { ...
http://gq.com/story/best-sneaker-releases-fall-2019The 10 Flyest Sneakers Droppin...
http://gq.com/story/best-sneaker-releases-fall-2019View More
http://gq.com/gallery/celebs-shopping-at-barneys@media (min-width: 0px) { ...
http://gq.com/gallery/celebs-shopping-at-barneysBarneys Used to Be a Celebrity...
http://gq.com/gallery/celebs-shopping-at-barneysView More
https://gq.com/about/gq-recommendsGQ Recommends
http://gq.com/gallery/fall-menswear-sales-to-shop-right-now@media (min-width: 0px) { ...
http://gq.com/gallery/fall-menswear-sales-to-shop-right-now19 Fall Menswear Essentials to...
http://gq.com/gallery/fall-menswear-sales-to-shop-right-nowView More

External Links (link to pages on other websites) - 29
URL Anchor Text
http://www.condenast.com/privacy-policy#privacypolicyPrivacy Policy
https://www.facebook.com/gq/Follow Us On Facebook
https://twitter.com/gqmagazine/Follow Us On Twitter
https://www.pinterest.com/gqmagazine/Follow Us On Pinterest
https://www.youtube.com/user/gqvideos/Follow Us On YouTube
https://gq.tumblr.com/Follow Us On Tumblr
https://instagram.com/gq/Follow Us On Instagram
http://www.gq.co.za/South Africa
https://w1.buysub.com/servlet/CSGateway?cds_mag_code=GQMSubscription Services
https://www.condenaststore.com/Condé Nast Store
https://www.condenast.com/reprints-permissions/Reprints / Permissions
https://www.condenast.com/brands/gq/GQ Media Kit
https://www.condenast.com/Condé Nast
https://www.condenast.com/user-agreement/User Agreement
https://www.condenast.com/privacy-policy#privacypolicyPrivacy Policy and Cookie Stat...
https://www.condena...m/privacy-policy#privacypolicy-californiaYour California Privacy Rights
http://www.condenas...moreaboutonlinebehavioraladvertising(oba)Ad Choices

reasonable number of links (below 100) per page will give a better user experience.

1. keep the number of links per page below 100.
2. having more than 100 links in a single page will lead to a bad user experience, and it possibly runs into the risk of been considered as spam.
3. search engines may not follow all the links if you have too many of them in a single page.
Total Images Alt Present Alt Missing
1 1 0

Excellent! all images are associated with an ALT value.

Image URL - 1
https://media.gq.co.../57b71807c4fb86bf3ac6f35d/3:4/w_102,c_limit/magazineasset.jpgLet's do it

search engines cannot `see` images, proper Alt content will help them to better understand and index images.

1. always add alt attributes to images. Alt is mandatory for accessibility and for valid XHTML.
2. words used within an image`s Alt attribute should be its text equivalent and convey the same information.
3. use a human-readable caption and descriptive text around the image.
Style Block In Same Page Links to External Style Files Total
27 1 28

You have 27 style blocks in the same file, try to put them in a separate file.

Links To External Stylesheet Files - 1
Stylesheet URL rel type

Scripts Block In Same Page Links to External Script Files Total
27 11 38

Too many (11) external scripts files , it will slow down the downlaoding.

Links To External Script Files - 11
Script URL Type

put scripts together and link them from an external files rather then put them in the same file as the main page.

1. reduce the use of in-page scripts, put them in separate files and link them in.
2. reduce the number of external script files, it will help browser to make lesser number of http requests from the server.
3. optimize or compress the script files to have smaller size and faster loading.
Blog Or News Release
Link to Blog / News Release Page
http://gq.com/services/presscenterPress Center

Excellent! we have found blog linked to your site.

Having a blog is a great way to provide fresh content and retain users, search engines favour it too.

1. regularly update your blog and provide fresh and quality content.
2. relevant blogs of your website topics, generate more credits in the eyes of your visitors, as well as search engines.
DMOZ Listing

Excellent! the website is listed in the DMOZ open directory. DMOZ Open Directory Project

Google Analytics
Analytics Service is not implemented for the site.

Google Page Rank
7 Excellent! the website has a high page rank (7/10).

0 - 1 2 - 3 4 - 10
Poor Good Excellent
Links From Root Domains
Excellent! You do have a lot of root domains (214) linked to your site gq.com.

< 20 21 - 50 > 51
Poor Good Excellent

Number of backlinks from some other root domains is an indicator of domain authority, the more backlinks your site has, the higher its domain authority, which leads to a higher chance of better ranking.

1. make it easy for others to link to your site, provide the code if possible.
2. links from older domains are more powerful than links from new domains.
3. links from .edu and .gov generally have a higher value.
Social Engagement
Your site has an excellent social media engagement!

  Facebook Likes 5,495
  Facebook Shares 4,200
  Facebook Comments 1,620
  Tweets 13
  LinkedIn 464

Social Media Integration
Excellent! your site is well integrated with social media networks.

Facebook Pagehttps://www.facebook.com/gq/
Twitter Accounthttps://twitter.com/gqmagazine/
Google+ PageNot Found


Excellent! the website has a good Trustworthiness Score (90/100).

0 - 19 20 - 39 40 - 59 60 - 79 80 - 100
Very Poor Poor Unsatisfactory Good Excellent

Users are concerned about the safety of their online transactions. Trustworthiness rating is based on real user ratings and that tells you how much other users trust this site, so do the serch engines. note: this trustworthiness score is provided by WOT (Web of Trust).

1. pay attention to the look and design of your site, many people look for visual cues when assessing a site`s credibility
2. make your site easy to use, sites that are easy to navigate are perceived as being more trustworthy.
3. make it easy for user to contact you, users will be more comfortable and feel more secured shall they need to get in touch with you.
Child Safe
87 Excellent! the website has a good Child Safe Score (87/100).

0 - 19 20 - 39 40 - 59 60 - 79 80 - 100
Very Poor Poor Unsatisfactory Good Excellent

Safe Browsing
Safe! the site gq.com is NOT currently listed as suspicious, most-likely it is clean from malware and phining code [ verify this by Google Safe Browsing ]

Ensure that your site is malware free and does not cause harm to users` computers.

1. do not put virus, malicious worms, adwares, trojans, spywares and suspicious phishing code in your server.
2. take suspicious behaviours seriously, have a regular check-up and monitor closely of your server`s log files.
3. if your site is black-listed by Google as suspicious, clean it up before requesting for a review.
Traffic Rank
4,492th most visited website in the world.
1,311th most visited website in United States  

your site has an excellent high traffic rank in the world.
Websites On Same Server
Excellent! You do have very few domains (1 - bonappetit.com) hosted on the same server as gq.com (ip :

Too many domains hosted on the same server is an indicator that you are not really serious about your website, and your site will have a higher chance to be surrounded by bad neighbours.

1. the fewer domains hosted on the same server/ip the better.
2. avoid shared hosting whenever possible, especially when there are already hundreds or thousands of sites are hosted on the same server.
3. dedicated ip or resources for your site not only do good to your site visitors but also favoured by search engines.
Server Location
your server (IP : is located at United States  
the most site visitors come from United States  

Excellent! your server is located close to most of your site visitors.
HTTP Compression

your website server does not support HTTP Compression.


your website server does not support Caching.

Server Signature
Excellent! the website server signature is off.

A secure and safe server is not only good for your site visitors but also good for search engines.

1. server software version information can be utilized by malicious visitors to attack your server.
2. by turning off the server signature, you actually have made your server a little bit more secure.
3. for Apache server - edit the apache2.conf or the .htaccess file to turn server signature off.
Domain Age
25 years, 100 days old ( 1st registered on : 1994-05-17 )

excellent, the domain age is old enough.

Domain Expires
1 year, 265 days from today ( expires on : 2021-05-17 )

domain is expiring soon.

Domain Info
gq.com ( 6 characters )

Domain Registrar : CSC Corporate Domains, Inc.

Domain Created On Last Modified On Expires On
1994-05-17 2019-05-14 2021-05-17
25 years, 100 days old 0 years, 103 days ago 1 year, 265 days from today
25 years, 100 days old

Domain Name Servers used by gq.com
DNS Name IP Address

You have a nice choice of domain name, which is of a right length (6 characters).

domain name choice and domain age are crucial for SEO.

1. keep the domain name short and relevant to the content, which will be easier to be remembered and related to.
2. older domain tends to be more trustworthy.
3. register a domain for more than 1 year, and search engine will think it is a serious business.


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