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toptenticketing.com favicon toptenticketing.com

Excellent Practice26
Improvement Could be Made7
Critical Issues to Attend16
Nov 16, 2020 12:59 PM

Click To Re-generate Current Report

Recommended Actions

  • Edit the title tag, ensure it contains 1-12 words, and with 10-70 characters.
  • Reduce the number of H1 tags, only use one to include the most important keywords.
  • Create and add a robots.txt for your site.
  • Create a XML sitemap for your site.
  • Move the 12 inline css components to an external style sheet file.
  • Configure the server so that your site with or without 'www' (, ) are resolved to the same URL.
  • Configure the server so that your site IP http://209.182.193.108 is redirected to the domain name site toptenticketing.com.
  • Create blog entries.
  • Add more authoritative back-links for your site.
  • Add more authoritative back-links for your site.
  • ...     27
  • Register To View All >>

Detailed Reviews

Related Category
Most related categories of this website.


Title
Top Ten Ticketing - Event Ticketing Software | Event Registration Software | Event Fundraising Software

Words count: 12    Unique Words: 7    Length: 103 characters
[ To optimize the page title, Use this SEO Title Optimizer ]

Repeat Terms in the Title tag
Term Repeat Count
Ticketing 2
Software 3
Event 3


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.

Tips:
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.
Description
Top Ten Ticketing: Next Level Events. Event ticketing, event registration, event fundraising, event consulting.

Words count: 14    Length: 111 characters
[ To optimize the page description, Use this SEO Meta Description Optimizer ]


Excellent! Your meta description contains between 70 and 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.

Tips:
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
Top Ten Ticketing - Event Ticketing Software | Event ... www.toptenticketing.com/
Top Ten Ticketing: Next Level Events. Event ticketing, event registration, event fundraising, event consulting.

[ 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.

Tips:
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.
Keywords
top ten ticketing, next level events, event ticketing, event registration, event fundraising, event consulting, event ticketing software, event technology, event registration software, event automation, event fundraising software, event platform

Words count: 29    Length: 245 characters    keyword phrases count : 12

The keywords contains more than 20 words!
[ To optimize the meta keywords, Use this SEO Meta Keywords Optimizer ]

Keyword Occurrences in Different Sections
Wordkeyword domain title descriptionheadingcontent
2 words:58% (7/12)
event ticketing 0   (0%)
event registration 0   (0%)
event fundraising 0   (0%)
event consulting 0   (0%)
event technology 0   (0%)
event automation 0   (0%)
event platform 0   (0%)
3 words:42% (5/12)
top ten ticketing 0   (0%)
next level events 0   (0%)
event ticketing software 0   (0%)
event registration software 0   (0%)
event fundraising software 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

Tips:
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.

access  application  apply  approved  attendee  auctions  client  companies  consulting  customized  dashboard  event  features  fundraising  goals  implemented  industry  level  lot  management  options  partner  platform  price  producer  provide  registration  reporting  services  software  solution  strategic  strategy  success  support  team  technology  ticketing  tools  work 

Top 20 Keywords
Total Terms Count: 1,546

It is nice! the word density is quite ok.

Top 20 terms occurance and density
KeywordIn DomainIn TitleIn DescriptionIn Heading In Body Density
event 83 5.37%
ticketing 25 1.62%
software 20 1.29%
customized 16 1.03%
consulting 14 0.91%
solution 13 0.84%
apply 13 0.84%
application 13 0.84%
team 13 0.84%
technology 12 0.78%
services 12 0.78%
level 11 0.71%
attendee 10 0.65%
support 10 0.65%
provide 10 0.65%
features 10 0.65%
registration 10 0.65%
strategy 9 0.58%
fundraising 9 0.58%
companies 9 0.58%

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


Tips:
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.
Highlight
<H1><H2><H3><H4><H5><H6><B><U><I><EM><STRONG>Total
2503719000300690

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

<H1>

(25)
Next-level dedication
Don't wait to explore new options
Elevate your event strategy
We just pulled the goalie
This time the grass IS greener
"We have a solution."-Houston
Turn things up a notch
There are countless event technologies out there
Can't see the forest for the trees?
Don't take the journey alone
Event potential or event success?
Better find a bigger piggy bank
Empowering your team to reach peak performance levels
Where is your current path taking you?
Teamwork and game-changing strategy
Still using outdated technology for your event?
We've got you covered.Take shade and enjoy your event.
About Top Ten Ticketing
How is Top Ten Different?
Is Top Ten right for my event?
What services does Top Ten provide?
Top Ten Platform Features
Common Questions: Working with Top Ten
Event Software Industry Pain Points Solving industry gaps one client at a time
Get in Touch

<H3>

(3)
Non-profit organization? You've come to the right place. Free technology and services for approved 501(c)(3) organizations.
Ready to take your event platform to the next level?
Next-level Events

<H4>

(7)
100% Customized Solutions
Name Your Own Price
Free For Non-Profits
Ticketing and Registration
Checkin and Attendee Support
Strategic Consulting and Project Management
Interactive Fundraising and Auctions
<H5>
(19)
Live PerformancesConcerts | Festivals | Sports
FundraisersLive | Campaigns | Online
CorporateMeetings | Expos | Training
Venue PlatformsTheaters | Clubs | Private
SocialEducation | Mixers | Private
Key Features Available:
Key Features Available:
Key Features Available:
Key Features Available:
Cloud Tools
Responsive
We Configure
Payment
Customize
API Integration
Privacy
Reporting
We're here to help answer any questions you might have.
Email Us
<I> (30)
<STRONG> (6)Live Performances
Fundraisers
Corporate
Venue Platforms
Social
Email Us


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

Tips:
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
50.9

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.

Tips:
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.
Language
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.
Favicon
Excellent! the website has a shortcut favicon image.

RSS
the website does not have a RSS Feed.

Robots.txt
Robots.txt is not presented for the site.

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.

Tips:
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
XML Sitemap is not presented for the site.
[ To generate XML sitemap, Use this XML Sitemap Generator ]

Sitemap helps search engine crawler to identify your website pages.

Tips:
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
0.25 seconds - 241.14 Kb/s

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

Estimated loading time for different internet connections
Modem
(56Kbits/s)
Mobile/HSDPAM
(7.2Mbits/s)
ADSL
(8Mbits/s)
Cable
(30Mbits/s)
Optical Fibre
(100Mbits/s)
8.61 s 0.07 s 0.06 s 0.02 s 4.82 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.

Tips:
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
60 Kb (60,284 bytes)

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

Page size affects the speed of your website.

Tips:
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
60 Kb (60,284 bytes) 11 Kb (11,480 bytes) 49 Kb (48,804 bytes) 23.52 %


Excellent! the text to html code ratio is just nice, that is within 15%-70%!

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.

Tips:
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.
Flash
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.

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

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

Tips:
1. avoid frames whenever possible.
2. search engines do not like frames.
3. use iframe instead if you really have no choice.
Inline CSS
12 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.

Tips:
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.

Tips:
1. avoiding <table> for your page layout.
2. using <div> instead of <table>.
Plain Text Email
1 Email Address (y**@toptenticketing.com) was detected on this page.

Redirect Count
Excellent! No redirection is detected for loading this page.

Using HTTPS
Excellent! HTTPS is used for your page.

WWW Resolve
the website and DOES NOT resolved to the same url.

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

Tips:
1. edit your .htaccess file and permanently redirect one to the other (eg redirect www.mysite.com to mysite.com).
IP Canonicalization
IP address of the site http://209.182.193.108 is NOT forwarded to its domain name site toptenticketing.com

URL Rewrite
Excellent! your urls are clean.

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

Tips:
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
Excellent! your do not use underscore in your URLs.

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


Tips:
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.
Links
Internal Links
(link to pages within this domain)
External Links
(link to pages on other websites)
Total
49 0 49


Excellent! the number of links are less than 100.

Internal Links (link to pages within this domain) - 49
URL Anchor Text
http://toptenticketing.com/#page-top
http://toptenticketing.com/index.phpNext-level Events
http://toptenticketing.com/index.phpWelcome
http://toptenticketing.com/index.php#whyWhy Top Ten?
http://toptenticketing.com/index.php#eventsEvents
http://toptenticketing.com/index.php#servicesServices
http://toptenticketing.com/index.php#featuresFeatures
http://toptenticketing.com/index.php#faqFAQ
http://toptenticketing.com/index.php#contactContact
http://toptenticketing.com/event-application.phpApply
http://toptenticketing.com/event-application.phpApply
http://toptenticketing.com/event-application.phpApply Now
http://toptenticketing.com/event-application.phpGet Started
http://toptenticketing.com/event-application.phpGive Your Event the Boost it N...
http://toptenticketing.com/event-application.phpStart My Application
http://toptenticketing.com/#servicesLearn More
http://toptenticketing.com/event-application.phpStart My Application
http://toptenticketing.com/event-application.phpTake my event to the next leve...
http://toptenticketing.com/#whyLearn More
http://toptenticketing.com/event-application.phpTake the First Step
http://toptenticketing.com/event-application.phpApply Now
http://toptenticketing.com/#servicesLearn how we can help
http://toptenticketing.com/event-application.phpIncrease Your Bottom Line
http://toptenticketing.com/event-application.phpStart My Application
http://toptenticketing.com/event-application.phpTake the First Step
http://toptenticketing.com/event-application.phpCall Timeout | Apply Today
http://toptenticketing.com/event-application.phpStart My Application
http://toptenticketing.com/event-application.phpTrade in my Event Tools
http://toptenticketing.com/event-application.phpJoin the Top Ten Team
http://toptenticketing.com/#myCarousel
http://toptenticketing.com/#myCarousel
http://toptenticketing.com/event-application.phpStart Application
http://toptenticketing.com/event-application.phpStart Application
http://toptenticketing.com/event-application.phpStart Application
http://toptenticketing.com/event-application.phpStart Application
http://toptenticketing.com/#pilljustifiedHomeTicketing and Registration
http://toptenticketing.com/#pilljustified1Checkin and Attendee Support
http://toptenticketing.com/#pilljustified2Strategic Consulting and Proje...
http://toptenticketing.com/#pilljustified3Interactive Fundraising and Au...
http://toptenticketing.com/event-application.phpApply
http://toptenticketing.com/event-application.phpApply
http://toptenticketing.com/event-application.phpApply
http://toptenticketing.com/event-application.phpApply
http://toptenticketing.com/event-application.phpApply Today
http://toptenticketing.com/#collapse13We're interested in using your...
http://toptenticketing.com/#collapse14Once we apply, how long before...
http://toptenticketing.com/#collapse15Once our application is approv...
http://toptenticketing.com/# 
http://toptenticketing.com/# 

External Links (link to pages on other websites) - 0
URL Anchor Text

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


Tips:
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.
Images
Total Images Alt Present Alt Missing
8 8 0


Excellent! all images are associated with an ALT value.

Image URL - 8
URL ALT Text
http://toptenticketing.com/assets/img/other/puff.svgpage loader
http://toptenticketing.com/assets/img/logo/logo-default.pnglogo
http://toptenticketing.com/assets/img/live-performance-4.jpgconcert tickets, festival tick...
http://toptenticketing.com/assets/img/fundraiser.jpgnon-profit events, fundraisers...
http://toptenticketing.com/assets/img/corporate-events.jpgcorporate events, meeting regi...
http://toptenticketing.com/assets/img/theater-performance.jpgtheater tickets, club access, ...
http://toptenticketing.com/assets/img/private-parties.jpgprivate event ticketing and re...
http://toptenticketing.com/assets/img/top-ten-events.jpgtop ten ticketing event softwa...


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

Tips:
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.
CSS
Style Block In Same Page Links to External Style Files Total
0 15 15


Too many (15) external style sheet files , it will slow down the downloading.

Links To External Stylesheet Files - 15
Stylesheet URL rel type
http://toptenticketing.com/assets/css/core/bootstrap.min.cssstylesheet
http://toptenticketing.com/assets/css/core/animate.min.cssstylesheet
http://toptenticketing.com/assets/css/main/main.cssstylesheet
http://toptenticketing.com/assets/css/main/setting.cssstylesheet
http://toptenticketing.com/assets/css/main/hover.cssstylesheet
http://toptenticketing.com/assets/css/magnific/magic.min.cssstylesheet
http://toptenticketing.com/assets/css/magnific/magnific-popup.cssstylesheet
http://toptenticketing.com/assets/css/magnific/magnific-popup-zoom-gallery.cssstylesheet
http://toptenticketing.com/assets/css/owl-carousel/owl.carousel.cssstylesheet
http://toptenticketing.com/assets/css/owl-carousel/owl.theme.cssstylesheet
http://toptenticketing.com/assets/css/owl-carousel/owl.transitions.cssstylesheet
http://toptenticketing.com/assets/css/icon/font-awesome.cssstylesheet
http://toptenticketing.com/assets/css/icon/et-line-font.cssstylesheet
http://toptenticketing.com/assets/css/color/pasific.cssstylesheet
http://toptenticketing.com/assets/css/main/override.cssstylesheet

Script
Scripts Block In Same Page Links to External Script Files Total
17 16 33


Too many (16) external scripts files , it will slow down the downlaoding.

Links To External Script Files - 16
Script URL Type
http://toptenticketing.com/assets/js/core/jquery.min.js
http://toptenticketing.com/assets/js/core/bootstrap.min.js
http://toptenticketing.com/assets/js/magnific-popup/jquery.magnific-popup.min.js
http://toptenticketing.com/asset...js/magnific-popup/magnific-popup-zoom-gallery.js
http://toptenticketing.com/assets/js/progress-bar/bootstrap-progressbar.js
http://toptenticketing.com/assets/js/progress-bar/bootstrap-progressbar-main.js
http://toptenticketing.com/assets/js/main/jquery.appear.js
http://toptenticketing.com/assets/js/main/isotope.pkgd.min.js
http://toptenticketing.com/assets/js/main/parallax.min.js
http://toptenticketing.com/assets/js/main/jquery.countTo.js
http://toptenticketing.com/assets/js/main/owl.carousel.min.js
http://toptenticketing.com/assets/js/main/owl.carousel.min.js
http://toptenticketing.com/assets/js/main/ion.rangeSlider.min.js
http://toptenticketing.com/assets/js/main/jquery.sticky.js
http://toptenticketing.com/assets/js/main/imagesloaded.pkgd.min.js
http://toptenticketing.com/assets/js/main/main.js

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

Tips:
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
There is no Blog associated with your site.

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


Tips:
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
No

Your site is not listed in the DMOZ Open Directory. DMOZ Open Directory Project

Google Analytics
UA-87682859-1 Excellent! the website implements Google Analytics.

Social Media Integration
Your site is not integrated with Facebook, Twitter or Google+.

Facebook PageNot Found
Twitter AccountNot Found
Google+ PageNot Found


Trustworthiness
0

No Trustworthiness Score is calculated for the site.

0
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).

Tips:
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
0 No Child Safe Score is calculated for the site.

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


Safe Browsing
Safe! the site toptenticketing.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.

Tips:
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
5,122,321th most visited website in the world.
Your site is not among the most visited 1 million websites in the world.
Websites On Same Server
Excellent! You do have very few domains (1 - toptenticketing.com) hosted on the same server as toptenticketing.com (ip : 209.182.193.108).

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.

Tips:
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 : 209.182.193.108) is located at United States  
ensure your server is not located far away from most of your site visitors.
HTTP Compression
No

your website server does not support HTTP Compression.

Caching
No

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.

Tips:
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
4 years, 274 days old ( 1st registered on : 2016-02-23 )


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

excellent, the domain age is old enough.

Domain Expires
0 years, 90 days from today ( expires on : 2021-02-22 )


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

domain is expiring in less than a year.

Domain Info
toptenticketing.com ( 19 characters )

Domain Registrar : NameCheap, Inc.

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

Domain Created On Last Modified On Expires On
2016-02-23 2016-02-23 2021-02-22
4 years, 274 days old 4 years, 274 days ago 0 years, 90 days from today
4 years, 274 days old


Domain Name Servers used by toptenticketing.com
DNS Name IP Address
ns1.toptenapplications.com209.182.193.108
ns2.toptenapplications.com209.182.193.108


Domain is going to expire in less than a year time (0 years, 90 days from today), try to renew it for more than one year!

domain name choice and domain age are crucial for SEO.

Tips:
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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