Creating a new website consists of many different concepts. What style to use? What colors? What about the biggest decision of all? The domain name could be the most important of all these elements. When it's time to choose a domain name you have two general approaches. One is to try and create a domain name that matches what people are searching for when they look for a product or service. The other is to create a brand identity with a domain name. We will discuss both approaches and the pros and cons of each.
Lets suppose that we want to create a website for a company called Henderson Auto that provides auto repair in Dallas, TX. Let's say we did keyword analysis and discovered that when folks search they use "dallas auto repair" when looking for that service. We could use a exact-match domain or use the business name for our domain choice. If we assume we're not restricted to a .com choice, then combining a geographic position with a service works great. The address www.dallasautorepair.com is sure to get noticed for that phrase. In this case, since our domain name exactly matches a search, the customer website will see an increase to their search ranking. This is due to the relevance in the domain name searches being performed. Of course there are many variables used to determine your page position and this is only a single component.
There are also negatives associated with domain matching a search phrase or term. For one they're somewhat limited to the audience they gain. "If a customer with a matching name wants to expand and the new service may not make with the existing name," says Francis McEwan with a NJ SEO Company. "It's also not possible to create a brand name with an matching domain." Also, domain names are sometimes associated with sites that display advertisements.
The other way to go is with a brand or company name as the domain decision. This typically means using the company name as the domain name. This can create a brand association with your customers in the long-term. Think of common name brand products or services. Often their names are meaningless from a product perspective. The name Ford, for example, is known for cars and trucks but has nothing to do with them by name alone. Also, a typical SEO approach is to use keywords and phrases as internal slugs so that their URL still caters to the search engines. An address like mystore.com/what-I-sell can both retain a brand and make the URL search engine friendly.
Creating a brand presence is usually what customers want to go with. However, don't underestimate how powerful a geography combined with a service domain name can be. Many customers find what they want on the web. They search for what they want and if you come up as a match or close, you may become more relevant. Of course the key is being relevant for your domain name as a close match. Often customers use a wide array of search terms and a directly targeted approach may fall short. It's also obvious pretty quick that most of the keyword rich domain names are already taken. Ultimately, base a domain name decision on the long-term goals of your customer.
Lets suppose that we want to create a website for a company called Henderson Auto that provides auto repair in Dallas, TX. Let's say we did keyword analysis and discovered that when folks search they use "dallas auto repair" when looking for that service. We could use a exact-match domain or use the business name for our domain choice. If we assume we're not restricted to a .com choice, then combining a geographic position with a service works great. The address www.dallasautorepair.com is sure to get noticed for that phrase. In this case, since our domain name exactly matches a search, the customer website will see an increase to their search ranking. This is due to the relevance in the domain name searches being performed. Of course there are many variables used to determine your page position and this is only a single component.
There are also negatives associated with domain matching a search phrase or term. For one they're somewhat limited to the audience they gain. "If a customer with a matching name wants to expand and the new service may not make with the existing name," says Francis McEwan with a NJ SEO Company. "It's also not possible to create a brand name with an matching domain." Also, domain names are sometimes associated with sites that display advertisements.
The other way to go is with a brand or company name as the domain decision. This typically means using the company name as the domain name. This can create a brand association with your customers in the long-term. Think of common name brand products or services. Often their names are meaningless from a product perspective. The name Ford, for example, is known for cars and trucks but has nothing to do with them by name alone. Also, a typical SEO approach is to use keywords and phrases as internal slugs so that their URL still caters to the search engines. An address like mystore.com/what-I-sell can both retain a brand and make the URL search engine friendly.
Creating a brand presence is usually what customers want to go with. However, don't underestimate how powerful a geography combined with a service domain name can be. Many customers find what they want on the web. They search for what they want and if you come up as a match or close, you may become more relevant. Of course the key is being relevant for your domain name as a close match. Often customers use a wide array of search terms and a directly targeted approach may fall short. It's also obvious pretty quick that most of the keyword rich domain names are already taken. Ultimately, base a domain name decision on the long-term goals of your customer.
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