Picture this, you are about to start a new online business adventure, your business plan is complete and the funding agreed. You’ve spotted a gap in the market and you are ready to go.
But wait, are you sure you have the right business and domain name? After all, first impressions count and you want to be remembered, don’t you? I thought so and remembered in the right context too. Hang on, what about search engine marketing I hear you gasp?
Good question, your domain name is the entrance to your website and can be a key part in you search engine marketing arsenal. It also sets the mood for what your business is a about.
Choosing a domain name for SEO and PPC?
Seobook lists three important factors to consider when buying a domain for SEO.
- Brand
- Rankability
- Linkability
Today we will concentrate on the first two. In fact, there has been a long debate as to whether you should go for a brandable or a keyword rich domain (like ours) and Problogger weighs in with some interesting pros and cons. Here are our thoughts:
Brand Domains
Brandable domains are generally easier to remember and can be great for creating a buzz and promoting your site virally. They are popular with large brands, think Google or Aviva. Global sites often opt for a branded domain, although it can also work for smaller sites too. When using a brandable domain name – it often pays to have a strong strapline message which descriptive and also inspiring.
It is important to understand that brands take time to develop and are built upon reputation.
Keyword Rich Domains
Keyword rich domains incorporate important keywords in them and can be very powerful in terms of rankability and click-through-rates. This is because the theme of the site is clear.
Search engines reward early adopters of ‘exact match’ domain names with good rankings geared around exact keywords used in the domain – this is also true on a smaller scale for related phrases too. Every time another sites links to you using your brand, the theme is being reinforced to Google and other search engines about what your site is. www.seotraining.org.uk is a good example of this.
Click-through-rates play a huge role in PPC and are similarly important for natural search results. A keyword rich domain takes a ‘what it says on the tin’ approach and this can really help pull people in for relevant terms and in boosting your click-through-rate.
Keyword rich domains often return faster rankings although they can limit future growth if you business’s core products or services change over time.
To brand or not to brand? It really depends on your business objectives and ‘the way you like to roll’. No magic bullet exists I am afraid. If you are still unsure, please leave a comment below.
