by Marielle Reussink

If you’re a business owner or marketer working on creating a website, rebranding or improving your SEO, you could be facing a tricky decision: picking the right domain

This choice is more important than you might think, as your domain name plays a significant role in how people find and perceive your business online. By choosing a good domain, you may already be one step ahead of the competition by securing a top spot in organic search results.

But how do you make that choice? How do you ensure that your domain name not only represents your brand but also stands out and is easy to find online? 

Here are 7 tips to help you get started:

1. Reflect Your Company’s Name
This should be obvious but is often overlooked. Your domain name should as closely as possible reflect your company’s name.  A domain that matches your business name makes it easier for people to remember and find you online. It’s crucial for brand consistency and helps boost your SEO.

2. Pick The Right Domain Extension
The .com extension is the gold standard and should be your first choice. People trust .com more than any other extension and often type .com by default when searching for websites. If .com isn’t available, you could consider industry-specific extensions such as .ai or .io for tech, .org for non-profits or .gov for government institutions. Alternatively, you could also look at country-specific extensions like .ca for Canada or .sg for Singapore. However, this is only suitable if your business just focuses on that specific country. Use these alternatives only if .com is not an option.

3. Use Keywords Wisely
If possible, include keywords related to your business in the company name - and by consequence in your domain name. This can improve your search engine rankings and clarify what your site is about. For example, if you’re running a bakery, having “bakery” in your company name and domain will clearly explain what you offer and help you naturally appear in relevant search results.

4. Keep It Short And Simple
While keywords are useful, aim for a domain name that’s short and easy to remember. Shorter names are less likely to be misspelled and make it easier for your audience to type and recall. However, do not opt for obscure abbreviations that people do not associate with your business! This will not support your objectives. 

5. Check Availability
Before you get too attached to a domain (and company name), make sure the domain is available. Use domain registration sites like GoDaddy or Namecheap to check if your desired domain is up for grabs. (On that note, please use a reputed domain registrar to buy your domain. This will make managing your domain much easier.) Also, check if your company name is available on social media platforms to keep your branding consistent and boost your SEO. 

6. Consider Buying Related Domains
Think of securing variations of your domain and domain extensions. This can protect your brand from competitors and prevent others from using similar company names. It’s not a must but something worth considering.

7. Think Long-term
Choose a domain name that you can stick with as your business grows. Avoid names that are too trendy or specific, which might limit your future expansion (if this is part of your business plans). A timeless, flexible company name and domain could serve you well as your business evolves and expands.

Bonus: What To Do If You’re Changing Domains

This question comes up a lot, so we’ll include it here. If you’re switching to a new domain, due to rebranding or other reasons, keep your old domain active for at least 6 months with a redirect to your new domain. This will give your customers time to get used to the new domain and will help you keep your search engine rankings. After the transition period, you can let the old domain expire.

If you have any questions, please contact us. Finding the right domain is part of any website build. We’re happy to help you make the best choice.

Marielle Reussink

Founder of The Emms, Marketing Professional, Entrepreneur & Advisor to Start-ups

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