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nbcsports.com favicon nbcsports.com

Excellent Practice34
Improvement Could be Made12
Critical Issues to Attend5
Feb 25, 2020 07:59 AM

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Recommended Actions

  • Create one H1 element for your page, put the most important keywords in.
  • Add in more high quality text content and make the text to code ration to be within 15%-70%.
  • Move the 29 inline css components to an external style sheet file.
  • 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.
  • Use HTML headings(H1 - H6) and inline emphasis tags (<EM><B><I><EM><STRONG>).
  • Declare language in use for your site.
  • Create RSS feed for your site.
  • Edit the .htaccess file and keep the redirection of your page to the minium (0 or 1).
  • ...     47
  • Register To View All >>

Detailed Reviews

Related Category
Most related categories of this website.

athletic   comics   dog   football   museum   television   video   wars  

NBC Sports | Live Streams, Video, News, Schedules, Scores and more

Words count: 10    Unique Words: 10    Length: 66 characters
[ To optimize the page title, Use this SEO Title Optimizer ]

Excellent! the title contains 1-12 words, and within 10-70 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.
Watch the NFL's Sunday Night Football, NASCAR, the NHL, Premier League and much more. Live stream, watch highlights, get scores, see schedules, check standings and fantasy news on NBCSports.com

Words count: 30    Length: 193 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
NBC Sports | Live Streams, Video, News, Schedules, ... www.nbcsports.com/
Watch the NFL's Sunday Night Football, NASCAR, the NHL, Premier League and much more. Live stream, watch highlights, get scores, see schedules, check ...

[ 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.
live, sports, nbc, nfl, nhl, premier, league, scores, schedules, standings, fantasy, stream, live, watch

Words count: 14    Length: 104 characters    keyword phrases count : 14

Excellent! Your meta keywords contains 10-20 words.
[ To optimize the meta keywords, Use this SEO Meta Keywords Optimizer ]

Keyword Occurrences in Different Sections
Wordkeyword domain title descriptionheadingcontent
1 word:100% (14/14)
live 0   (0%)
sports 0   (0%)
nbc 0   (0%)
nfl 0   (0%)
nhl 0   (0%)
premier 0   (0%)
league 0   (0%)
scores 0   (0%)
schedules 0   (0%)
standings 0   (0%)
fantasy 0   (0%)
stream 0   (0%)
live 0   (0%)
watch 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.

assists  breaks  bumgarner  channel  chris  combine  competing  deadline  events  gold  golf  ham  hand  ionescu  kobe  league  live  liverpool  nbc  news  newsletters  nfl  nhl  points  premier  rebounds  reportedly  schedules  scores  simms  sports  stream  teams  tickets  trade  victory  watch  west  win  winners 

Top 20 Keywords
Total Terms Count: 655

Excellent! No terms has a density of more than 3%, all are optimized to be within 1% - 3%.

Top 20 terms occurance and density
KeywordIn DomainIn TitleIn DescriptionIn Heading In Body Density
sports 13 1.98%
nbc 12 1.83%
news 8 1.22%
nfl 7 1.07%
live 7 1.07%
league 6 0.92%
ham 5 0.76%
schedules 5 0.76%
nhl 5 0.76%
west 5 0.76%
liverpool 5 0.76%
watch 5 0.76%
win 4 0.61%
points 4 0.61%
chris 4 0.61%
scores 4 0.61%
gold 4 0.61%
premier 4 0.61%
channel 4 0.61%
ionescu 4 0.61%

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>)


Top Stories


Winners, losers from trade deadline
Why the NFL Scouting Combine matters
Emotional Kobe memorial just start of day for some
Top Videos
Extended highlights: Liverpool 3, West Ham 2
How much does a QB's hand size matter?
College Basketball News
Ionescu first player to 2,000 points, 1,000 assists, 1,000 rebounds
NHL News
The Buzzer: Bemstrom, Foligno power Blue Jackets past Senators
Premier League News
Liverpool find another way to win in West Ham comeback
NASCAR on NBC Sports
Winners and losers from Las Vegas
Chris Simms Unbuttoned
Simms' top non-QB NFL offseason storylines
Who will shine at the combine?
NBA News
Moments we will never forget from Kobe Bryant’s Celebration of Life
MLB News
Bumgarner has reportedly been competing in rodeos under fake name
Golf Channel
Patrick Reed rides me-vs.-the-world mentality to another WGC win
College Football News
Former Utah's Perriman up to eight felony charges
Notre Dame on NBC
Spring Outlook: Notre Dame’s Tight Ends
Home of the Olympic Channel
Watch: Livestream of the Olympic Channel
Carey could qualify for U.S. team soon
Brignone passes Shiffrin for World Cup lead
Golf Channel Latest
This week in golf (Feb. 24-30): TV schedules, tee times, info
R&A moves Women's Amateur Asia-Pacific Championship to October
Morgan Hoffmann receives PGA Tour Courage Award
<STRONG> (1)Top Headlines

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

Excellent! the reading level score is just nice, that is within 50 - 70 !

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.
the website does not declare 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://nbcsports.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://nbcsports.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
0.03 seconds - 1,269.97 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
5.44 s 0.04 s 0.04 s 0.01 s 3.05 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
38 Kb (38,099 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
38 Kb (38,099 bytes) 5 Kb (4,800 bytes) 33 Kb (33,299 bytes) 14.41 %

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
29 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.nbcsports.com/ and http://nbcsports.com are resolved to the same url :https://www.nbcsports.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 4 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 2 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)
91 29 120

You have more than 100 links (120).

Internal Links (link to pages within this domain) - 91
URL Anchor Text
https://www.nbcsports.com/#nbcsports-svg .white{fill:#ff...
https://www.nbcsports.com/college-basketballNCAA BK
https://www.nbcsports.com/college-footballNCAA FB
https://www.nbcsports.com/national-dog-showDog Show
https://www.nbcsports.com/betNBC Sports Bet
https://www.nbcsports.com/allamericanbowlAA Bowl
https://www.nbcsports.com/goldNBC Sports Gold
https://www.nbcsports.com/gold?utm_tags=goldall1031#gold-svg-grey .black{fill:#01...
https://www.nbcsports.com/liveWatch now
https://www.nbcsports.com/liveView full schedule
https://nhl.nbcsports.com/...rs-of-the-2020-nhl-trade-deadline/Winners, losers from trade dea...
https://nhl.nbcsports.com/...rs-of-the-2020-nhl-trade-deadline/What NHL teams are better toda...
https://nba.nbcsports.com/...st-start-of-day-for-harden-booker/Emotional Kobe memorial just s...
https://nba.nbcsports.com/...st-start-of-day-for-harden-booker/The most impressive double of ...
http://www.nbcsports.com/videoTop Videos
https://www.nbcsports.com/...-highlights-liverpool-3-west-ham-2Extended highlights: Liverpool...
https://www.nbcsports.com/...and-size-already-getting-overblownHow much does a QB's hand size...
https://www.nbcsports.com/college-basketballCollege Basketball News
https://collegebasketball....points-1000-assists-1000-rebounds/Ionescu first player to 2,000 ...
https://www.nbcsports.com/nhlNHL News
https://nhl.nbcsports.com/...-power-blue-jackets-past-senators/The Buzzer: Bemstrom, Foligno ...
https://www.nbcsports.com/soccerPremier League News
https://soccer.nbcsports.c...y-recap-video-highlights-comeback/Liverpool find another way to ...
https://www.nbcsports.com/nascarNASCAR on NBC Sports
https://nascar.nbcsports.c...winners-and-losers-from-las-vegas/Winners and losers from Las Ve...
https://www.nbcsports.com/...op-nfl-non-qb-offseason-storylinesSimms' top non-QB NFL offseaso...
https://profootballtalk.nb...lay-fmia-peter-king/?cid=nbcsportsWho will shine at the combine?
http://www.nbcsports.com/nbaNBA News
https://nba.nbcsports.com/...4/kobe-bryant-memorial-highlights/Moments we will never forget f...
https://www.nbcsports.com/mlbMLB News
https://mlb.nbcsports.com/...eting-in-rodeos-under-a-fake-name/Bumgarner has reportedly been ...
https://collegefootballtal...ny-charges-dismissed-from-program/Former Utah's Perriman up to e...
https://irish.nbcsports.co...ng-outlook-notre-dames-tight-ends/Spring Outlook: Notre Dame’s T...
http://www.nbcsports.com/olympic-channelHome of the Olympic Channel
http://stream.nbcsports.com/nbc/watch-olympic-channelWatch: Livestream of the Olymp...
https://olympics.nbcsports...-gymnastics-olympic-qualification/Carey could qualify for U.S. t...
https://olympics.nbcsports...world-cup-standings-alpine-skiing/Brignone passes Shiffrin for W...
https://collegebasketball....points-1000-assists-1000-rebounds/Oregon's Ionescu first to 2,00...
https://profootballtalk.nb...ittee-pi-replay-results-not-great/NFL competition committee: PI ...
https://profootballtalk.nb...dys-agent-to-meet-in-indianapolis/Brady's agent, Patriots to rep...
https://nba.nbcsports.com/2020/02/24/bradley-bea/Wizards' Beal puts up second s...
https://soccer.nbcsports.c...y-recap-video-highlights-comeback/Liverpool come back vs. West H...
https://nba.nbcsports.com/...-high-49-76ers-beat-hawks-129-112/Embiid scores career-high 49, ...
https://nba.nbcsports.com/...ter-crash-that-killed-kobe-bryant/Vanessa Bryant suing helicopte...
https://mlb.nbcsports.com/...andal-is-a-black-eye-for-baseball/Jeter says Astros scandal is a...
http://www.nbcsports.com/social-media-directoryNBC Sports Social Directory
https://www.nbcsports.com/content/closed-captioningClosed Captioning
https://www.nbcsports.com/our-historyOur History
https://www.nbcsports.com/terms-useNBC Sports Terms of Use
https://www.nbcsports.com/FAQNBC Sports Live FAQ
https://www.nbcsports.com/gold/terms-serviceNBC Sports Gold Int'l Terms of...
https://www.nbcsports.com/gold/faqNBC Sports Gold FAQ
http://www.nbcsports.com/newslettersSIGN UP

External Links (link to pages on other websites) - 29
URL Anchor Text
https://www.olympicchannel.com/en/#olympic-channel-svg-grey .gre...
http://teamusa.org#team-usa-svg-grey .grey{fill:...
http://www.rotoworld.com/#rotoworld-svg-grey .grey{fill...
http://www.sportsengine.com/#sports-engine-svg-grey .trans...
https://www.rotoworld.com/...ew/2020-nfl-combine-why-it-mattersWhy the NFL Scouting Combine m...
https://www.rotoworld.com/...ew/2020-nfl-combine-why-it-mattersRotoworld's Josh Norris explai...
https://www.golfchannel.com/Golf Channel
https://www.golfchannel.co...vs-world-mentality-another-wgc-winPatrick Reed rides me-vs.-the-...
https://www.golfchannel.co...24-30-tv-schedules-tee-times-info/This week in golf (Feb. 24-30)...
https://www.golfchannel.co...asia-pacific-championship-october/R&A moves Women's Amateur Asia...
https://www.golfchannel.co...n-receives-pga-tour-courage-award/Morgan Hoffmann receives PGA T...
http://info.evidon.com/pub_info/267?v=1Ad Choices
https://www.nbcuniversal.c...pics&intake=NBCSportsGroupOlympicsPrivacy Policy
http://www.workinsports.com/nbc-sports-jobs/?ref=1525Sports Jobs
https://www.nbcuniversal.c...pics&intake=NBCSportsGroupOlympicsDo Not Sell My Personal Inform...

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
27 0 27

Alt values are missing for all the images (27), it will be hard for search engines to include your site for image searches!

Image URL - 27

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
11 2 13

You have 11 style blocks in the same file, try to put them in a separate file.

Links To External Stylesheet Files - 2
Stylesheet URL rel type

Scripts Block In Same Page Links to External Script Files Total
42 23 65

Too many (23) external scripts files , it will slow down the downlaoding.

Links To External Script Files - 23
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

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 (350) linked to your site nbcsports.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 1,115
  Facebook Shares 3,061
  Facebook Comments 762
  Tweets 56
  LinkedIn 338

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

Facebook Pagehttp://facebook.com/NBCSports
Twitter Accounthttp://twitter.com/nbcsports
Google+ PageNot Found


Excellent! the website has a good Trustworthiness Score (87/100).

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
86 Excellent! the website has a good Child Safe Score (86/100).

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

Safe Browsing
Safe! the site nbcsports.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
1,325th most visited website in the world.
282th 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 (7 - nbcsports.com, rotoworld.com, csnbayarea.com, csnphilly.com, csnwashington.com, csnchicago.com, nbcsportschicago.com) hosted on the same server as nbcsports.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
23 years, 360 days old ( 1st registered on : 1996-03-04 )

[ To check the detailed whois info, Use this Whois Lookup Tool ]

excellent, the domain age is old enough.

Domain Expires
1 year, 4 days from today ( expires on : 2021-03-04 )

[ To check the detailed whois info, Use this Whois Lookup Tool ]

domain is expiring soon.

Domain Info
nbcsports.com ( 13 characters )

Domain Registrar : MarkMonitor Inc.

[ To check the detailed whois info, Use this Whois Lookup Tool ]

Domain Created On Last Modified On Expires On
1996-03-04 1996-03-04 2021-03-04
23 years, 360 days old 23 years, 360 days ago 1 year, 4 days from today
23 years, 360 days old

You have a nice choice of domain name, which is of a right length (13 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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