An important decision to make when picking a domain is whether to choose a branded domain or a keyword domain. This decision can affect customer perception of your company and your search engine rankings, two crucial aspects of your online business.
What Are Branded Web Domains?
Branded domains are domains that match the brand of the business. Here are a few examples: Nike.com, Google.com, Amazon.com. Each of these domains matches their respective brands.
Branded domains are rewarded heavily by search engines. They are also unique and memorable, making it easier for customers to return.
When to Choose a Branded Web Domain
If you have an established brand, it’s a no-brainer to register a domain that matches that brand. For one, it will make it much easier for customers to find you online. Additionally, you wouldn’t want your brand’s domain in the hands of anyone else.
Another good time to acquire a branded domain is if you’re launching a business or product. It’s good to think of branded domains as intellectual property. When you start a new brand, you typically trademark it. Acquiring the domain that matches your trademarked domain should always be the next step.
What Are Keyword Web Domains?
Keyword domains, unlike branded domains, contain words that fit the industry of the business. For example, a keyword domain for a roofing company might be something like roofing.com.
These types of domains are useful for communicating your business type to customers and to search engines. Keywords are also a friend of search engines.
When to Choose a Keyword Web Domain
Sometimes when you don’t yet have an established brand, it’s a good idea to combine your brand with a keyword. For example, if you’re opening a coffee business called Black Buzz, you could use the domain blackbuzzcoffee.com. This way, you’d have the benefits of your brand name along with the benefits of the keyword coffee. Without the keyword coffee, potential customers wouldn’t be familiar with your brand Black Buzz, and wouldn’t know you sell coffee.
Concluding Thoughts
If you have an established brand or a unique brand name, it’s always a good idea to register that domain, if only for defensive purposes against potential squatting. If customers are not yet familiar with your brand, it may be a good idea to add one or two keywords to your domain to communicate your services or products to potential customers and to search engines.
For more information, contact us for a free domain acquisition consultation. We’ll walk through your domain strategy and discuss all of your options.
Also, you can check out this interview with Saw.com co-founder Jeff Gabriel discussing how to choose a domain name.
