Choosing the right domain name – Why it matters

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If you’re starting a website to attract business, you need people to be able to see it. This principle is at the heart of Search Engine Optimisation (SEO) and is something most commercial websites aim for. There are many ways to do this, but one of the most effective is to choose the right domain name. This may seem rather obvious, but you’d be surprised how many business owners don’t realise the potential of a simple website address name. 


Align your domain name with your brand

Most business owners want their domain name to contain the business’s brand name. Your brand name is what stays in people’s minds, and search engines recognise this. Branding needs to be consistent and reinforced whenever possible. Potential customers may forget your domain name if it doesn’t match your business name.

If you’re starting a new business, definitely choose the domain name at the same time. If the domain name you like is taken, you have time to play around on domain name sites before settling on a name for both. If you have an existing business, hopefully, the name isn’t taken, but again, you can workshop options before the final decision.


Keyword search

As well as branding, some businesses think about using keywords in their domain names. This can be helpful, but it very much depends on the individual business. People might be searching for a particular service or product, but they might be looking for something else. Locality can be a positive element to include in a domain name. Including a place name in a domain may well get extra hits and increase search engine rankings.

The risk of adding too much into a domain name is that it makes the URL too long. As a rule of thumb, the shorter a name, the better: 6-14 characters is the industry standard. It’s unlikely you’ll be able to fit the product, service and location into such a short space.

Google rewards trustworthy brands higher than keyword hits. This is just part of its mythical algorithm, and something online businesses have to contend with. There will, therefore, have to be a compromise between brand, service, locality and length. Also, as the most fitting names are often already taken, the cost may play a part. Depending on how badly you want a domain name, you may be paying anywhere between $9 or $900.


Fine Balance

For more advice on domain names and how to choose them, visit us at Gold Coast Websites. Give us a call on 07 5635 4224 to contact our expert team today.