There will come a day when you burn out, need to retire, or forced to sell due to illness, divorce or other things in your life. If you’ve built your business properly, you’ll have something of value to sell. So let’s build something great.
Before we even think about naming and branding our company, we need to consider a few things for URL structure with the following in mind.
- Is this the only niche I’ll ever be in or will I expand into other business units?
- Will I ever only be in one City, State or will I expand to other territories?
- When I sell, will any of the above apply for potential growth?
I have a buddy who we’ll call Jon who is a painter and has been looking into the possibility of rebranding for SEO purposes. Using fictitious names, Jon’s business currently looks like this.
Jon Doe Painting with a website structure of http://jondoepainting.com
The problem here is that unless he sells to somebody by the name of Jon Doe and the business will only ever be in the painting business; he just devalued his company by 30-40% or more.
Recently he’s come up with “East City Painting” which then gives him the ability to target the East side of town in the painting niche. The problem is that nobody is searching for “East City Painting,” but he good news is that one of the larger keywords of “City Painting” is a part of his name and with a URL of http://eastcitypainting.com if he goes this route, he’s now forever tied to City and Painting.
In speaking with Jon, we discussed other services that compliment the painting industry. Painting, siding, fencing, molding, and trim came to mind. The goal in all of this is not for Jon to be painting the rest of his life, but to build a business of painters, siding installers, fence builders and finish carpenters who specialize in molding and trim.
The next step is to formulate a URL structure using EMD (Exact Match Domain) for both main URL and inner page URL where it makes the most sense. What I mean by this are http://mainpageurl.com and http://mainpageurl.com/innerpageurl.