Choosing a Domain Name: Surprising Do’s and Don’ts You Shouldn’t Miss

Choosing a domain name is one of the first steps to starting an online business. This factor can impact your marketing and search engine optimization (SEO) efforts, as well as your brand identity. In fact, it’s just as important as your business name. You want your website to stand out and a domain name can pull people in at the first step, but don’t forget along the way how important content is, which is why tutorials like those you can find over on youtube.com/@createwpsite, can be highly beneficial as you make your way through each step of setting up a website for your business.

For starters, use a brand name generator to brainstorm ideas based on keywords or phrases related to your business. Consider your brand’s mission, target market, and unique value proposition. Also, note that it’s okay to pick a domain name ending in .co, .io, .app, or other extensions if .com is not available.

The key is to think outside the box and let your creative juices flow. At the same time, try to see things from a business perspective and look for short, memorable domain names.

Feeling stuck? Listed below are some dos and don’ts of choosing a domain name for SEO and branding, so you might want to check them out. Let’s dive in.

How to Find the Perfect Domain Name

As an entrepreneur, it’s fair to assume that your domain name should match your legal business name. However, that’s not necessarily the case.

Let’s say you’re a freelance health writer doing business as “Jane Doe.” In theory, you could use “Jane Doe” or your legal name as your domain name, but you may also choose something like “TheMedWriter” or “MedWriterPro.” The latter option may be more suitable for branding purposes.

Apart from that, there are several other situations where your domain name should differ from your business name:

• You have a generic business name (e.g., “The Flower Shop”) that may be confused with that of other companies;
• Your company name is long or difficult to remember;
• Your company name contains foreign words;
• You want to promote a specific product or service;
• You plan to rebrand your business at some point;
• Your matching domain name (e.g., “John Doe” or “MedWriterPro”) is already taken.

For example, you may realize that five other companies use the domain name “MedWriterPro” (which also happens to be your business name), but with different extensions, such as .com or .net.

In this case, you’d be better off choosing a different domain name, or website address. Doing so would allow you to differentiate your brand and gain a competitive advantage.

That said, here are some tips on how to choose a domain name that fits your brand.

Do: Keep Your Domain Name Short

Less is more when it comes to choosing a domain name for SEO or branding. Ideally, select one with no more than three words and up to 15 characters.

Short domains are easier to remember and spell. Think of Apple.com, Google.com, Wix.com, and so on. Finding a brandable one-word domain name is next to impossible, but you can pick one consisting of two or three words.

Don’t: Pay Extra for an Exact Match Domain Name

Gone are the days when companies paid thousands of dollars on exact match domains (EMDs), such as “cheapflights.com” or “bestcameras.com.” For example, CarInsurance.com sold for over $49 million in 2010.

Decades ago, EMDs were considered crucial for SEO, but that’s no longer the case. Nowadays, Google’s ranking algorithms are far more complex—and there’s no need to use an exact match domain to get to the top of search engine results pages (SERPs).

Your domain name has little or no impact on your Google rankings. From your web copy and backlinks to page speed, there are far more important factors to consider. However, you should choose a catchy domain name that reflects your brand.

Do: Consider Different Domain Extensions

The .com domain extension accounts for more than half of all top-level domains (TLDs) used worldwide. The next most popular choice is .org, which accounts for a mere 4.4% of TLDs.

Unfortunately, there’s a good chance that your ideal .com domain name is already used by someone else. Even if it’s available, it may cost you an arm and a leg.

However, you can always go for a different TLD, depending on your niche, location, and other factors.

For example, the .agency extension is suitable for PR firms, marketing agencies, and similar businesses. If you’re a software developer, consider choosing a domain name ending in .dev or .io. You can also go for country code TLDs, such as .ro, .de, .no, and so on.

Don’t: Use Hyphens, Numbers, or Special Characters

If your ideal domain name has two or more words, you may want to use hyphens or special symbols for readability. However, this practice poses a couple of problems:

• Some visitors will mistype your domain name and end up on another website;
• Your website address may pass as a spam link, affecting your brand’s reputation;
• Your domain name will be harder to remember and type, which can negatively affect the user experience.

7Up, 3M, 7-Eleven, 21st Century Fox, and other brand names include numbers. In such cases, it’s okay to use numbers in your domain name. But, apart from that, it’s best to stick to letters and avoid special characters.

Do: Avoid Trademark Infringement

Whether you’re a freelancer or business owner, you want to choose a unique domain name.

The problem is that you might end up using the name of another website or brand without realizing it. If that name is trademarked, you could end up with a lawsuit on your hands.

Let’s say you want to set up a niche website that reviews products from one specific brand, such as Avon or Mary Kay. However, you can risk getting sued if your website address includes the brand name, such as “BuyAvon.com.”

To stay on the safe side, check with the U.S. Patent and Trademark Office before registering your domain name. Note that using misspelled brand names in your URL may be considered trademark infringement, too.

Don’t: Forget to Check the Domain’s History

Some domains may have been penalized by search engines in the past after engaging in illicit practices. Others may be involved in legal disputes or have a history of spammy backlinks.

Registering a previously penalized domain could lead to ongoing visibility issues in SERPs. Plus, you don’t want to inherit any associations with a domain that was once used for illegal activities.

Your best bet is to use tools like Who.is, Wayback Machine, or Norton Safe Web to check a domain’s history. A quick online search could save you a lot of trouble later down the road.

Do: Leave Room for Change

Businesses grow and evolve over the years. Some will enter new markets, launch new products or services, or narrow down their focus.

For example, a copywriter may begin to offer SEO or marketing services later in his career. If his domain name revolves around copywriting, he may need to register a new one that reflects the diversity of his services.

Think long-term when choosing a domain name for your business. You never know where life takes you or what you’ll do three, five, or six years from now. Ideally, select a domain that leaves room for change so you don’t have to start a new site every few years.

Don’t: Use Slang, Abbreviations, or Obscure Words

Last but not least, keep your domain name simple and professional. Avoid using slang, jargon, abbreviations, or obscure words if they relate to your brand.

Also, steer clear of odd word combinations like Kidsexchange, Teacherstalking, or Nobjs (which stood for North of Boston Jewish Singles).

For example, Regency Technologies has previously used the domain name itscrap.com. Chances are, you have to read it twice to figure out what they actually meant!

Ready to Register a Domain Name?

As you can see, there’s a lot that goes into choosing a domain name for your brand. Like with most things, it’s all in the little details. A simple typo or hyphen in the domain name can affect your website’s visibility and turn customers away.

Again, start by using a brand name generator. After that, check if your ideal domain name is available. Last, verify its history and run a trademark search.

Ideally, keep your domain name short and simple. Make sure it’s unique, memorable, and easy to type so visitors can remember it. Most importantly, choose one that supports your marketing goals and can grow with your brand.