Each domain name is considered unique in the eyes of search engines.

A significant factor in the valuation of a website is how long the domain name has been in existence.

Your current, established website sits on a domain name that your business has owned for 12 years. Over that time, your PageRank has crept to to 5 and your TrustRank in the eyes of Google is high because of the time you've been up and been around. No, your marketing whiz tells you "we gotta change our name from trustyinvestments.com to zam-em-dead-investments.com!!!"

The problem is, search engines have no idea that you are making the change. It sees zap-em-dead-investments.com as a discrete, new domain that has just started from scratch. You lose all that investment in time you've put into trustyinvestments.com over the years.

If you need to change the domain name, just remember that there is that cost in PageRank and TrustRank.

Next tip tomorrow...