How to Choose a Domain Name: What You Need to Know

Your domain name is more than just a web address. Whatever the nature of the domain, the name will be the first impression visitors get of your website. Having a well-chosen domain name brings several benefits; it can enhance your credibility and brand identity, and improve your search engine rankings. In the UK, we have a unique consideration: do you choose a ‘.co.uk’ domain or ‘.com’ one? The former brings local relevance and trust while the latter offers the advantage of being the most recognised and trusted extension in the world. In this blog, we aim to provide practical advice and tips on how to choose the best domain name for your needs.

Understanding Domain Names

In simple terms, a domain name is just your address on the internet. It’s how people locate your website online. However, domain names are also a critical part of online identity. They help define your brand while also making it accessible to visitors. You may also see these referred to as URLs (Uniform Resource Locators).

Domain names make it simpler to locate information. It means you don’t have to remember or type in a long numerical address (an Internet Protocol or IP address). Instead, the browser translates the domain name into its corresponding IP address and directs you to the correct server where your website is hosted—all in a matter of seconds.

All domains are unique, but they don’t all hold the same value. Some—the most in-demand domains—have a high value attached and will cost more to “buy.” That said, you don’t actually ever own the domain name. Instead, it’s like you’re renting it for a specific period. When you’ve paid for the domain, you have exclusive rights to it, but you’ll need to pay renewal fees to keep it after a specified period.

Is it good for SEO to use keywords in your domain name?

Using keywords in your domain name has some SEO benefits but you should approach this thoughtfully. Search engines do consider keywords in URLs when ranking websites so it can be useful to have a relevant keyword in your domain name.

Before you commit, though, you’ll need to make sure the keyword you choose represents your business and brand accurately. Consider whether this keyword is truly central to your business and whether it is what you want to be primarily associated with. Whatever you choose should reflect the core identity of your business and brand so if the keyword is only related to your business tangentially or it represents only a small part of your offering, it might not be a wise choice.

Additionally, it’s important to consider the future of your brand. Businesses often evolve, which means the nature of your products or services might change. If you have a domain name that’s too specific, it could become limiting.

Finally, domain names containing keywords are usually more expensive. You’d need to weigh up whether the potential benefits in terms of SEO can be justified by the price of the domain.

Should you choose a domain name that uses your brand?

Choosing a domain name that includes your brand name can be a powerful strategy. It’s a great way of building visibility and brand recognition.

Having your brand name within your domain name is effective because it creates a strong and memorable online identity. This immediately tells visitors who you are and helps build a brand image that customers can remember.

For new brands, this is particularly advantageous for search engine optimisation (SEO). When people search for your brand name it will rank higher in search engine results pages (SERPs) if it is in your domain. This is great for brands looking to establish a strong identity and it means that people who hear about your brand can locate your website quickly.

As mentioned above, keyword-rich domains have potential SEO benefits. However, they do often lack the uniqueness and distinctiveness of a brand name. When you use your brand name, you differentiate yourself from competitors that focus on being generic. In the long term, you’ll also benefit from having your brand in your domain. This is because there will be an increased association with your domain name and offering, meaning that customers can find your website even if they only know your brand name.

What if you haven’t decided on your brand yet?

If you haven’t finalised your brand name you might struggle to choose a domain. In this case, consider choosing a domain name that conveys meaning to your target audience and aligns with their interests, needs and desires. Think about the values your audience has and how they will perceive your products and services.

Having a meaningful domain name can establish an immediate connection with your potential customers as it can help them understand what your brand is about before they even visit your site. When Facebook and Myspace first launched, for example, their names reflected the idea of personal connections and social interaction. This immediately registered with their users and helped the brands launch and grow.

Even without finalising your brand, your domain name can create a memorable identity. Aim for something easy to spell, pronounce and recall. Consider what will catch the attention of your audience and what they’ll find relatable.

Yet, since you haven’t decided on a brand, choose a domain that also offers flexibility and room to grow. Don’t limit your future branding options by choosing a specific or narrow domain name.

What else should you consider?

Beyond the brand and keywords, there are several other practical considerations that can impact your website’s effectiveness and long-term success. Here are some considerations:

1.      Use a short domain name

In general, shorter domains are better for both SEO and user experience. Search engines like shorter domains because they’re easier to understand and read. With a shorter domain, there’s more room for additional elements like subdomains and categories and this won’t make the URL excessively long. As your website grows, you’ll typically add more pages so a shorter domain name will keep things concise and user-friendly.

2.      Avoid hyphens

It’s best to avoid hyphens if possible. They can make your domain look a bit ‘spammy’ or less professional—and it also might confuse users if they forget to include it. Keep your domain name clean and simple so your visitors can remember it easily and share it without difficulty.

3.      Register variants to protect your brand

To protect your brand, it’s a wide idea to register multiple variants of your domain name. For instance, if you’re going with ‘.co.uk,’ you might also want to register ‘.com’ or ‘.org.’ By securing variants, you can prevent competing brands from registering them, leading to loss of traffic and brand confusion. This would also give you the flexibility to expand your business in the future, should you wish to do so.

4.      Consider the cost

There is a huge range in price for domain names. Before making any decisions, you should look carefully at your budget—both now and potentially in the future. Some domains can be quite expensive, so you’ll need to consider your overall budget. While it may be tempting to splurge on a premium domain name, there are lots of affordable options. Make sure you make a smart investment by weighing up the potential benefits against the expense.

Choosing a domain name takes some consideration. Your domain name can be used to target a keyword or you can select a domain name that is related to your brand; there is no wrong answer in this regard so it comes down to preference, what is available and budget. What is less subjective, is using a domain name that is formatted correctly and not excessively long to ensure it is SEO-friendly. It is also key to register variants if possible so competitors or other businesses can’t register them and potentially detract from your brand.