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 downsides to a keyword matched domain. They certainly are limited to the audience they target. People search for products and services in vastly different ways, so a matched domain may not provide the benefit expected. In addition, a customer may wish to create a brand name. With a matching domain, that isn't possible. A matching domain name can also be viewed as a negative or phishing attempt. This is due to many advertisement related websites using domains of this type.
The choice also exists to create a non-matching branded domain name. For a company named Tiny Treats, the obvious choice is tinytreats.com, the name of the company. This creates a clear brand name for a customer who visits the site or wants to visit the site again. Think of companies who have huge branded domain names like Amazon or Google. These names have nothing inherently associated with the services they provide, yet they create a clear brand image. There are also methods of overcoming the non-matching nature of a branded domain name. Typically, a customer may create internal search-matching URLs.
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 downsides to a keyword matched domain. They certainly are limited to the audience they target. People search for products and services in vastly different ways, so a matched domain may not provide the benefit expected. In addition, a customer may wish to create a brand name. With a matching domain, that isn't possible. A matching domain name can also be viewed as a negative or phishing attempt. This is due to many advertisement related websites using domains of this type.
The choice also exists to create a non-matching branded domain name. For a company named Tiny Treats, the obvious choice is tinytreats.com, the name of the company. This creates a clear brand name for a customer who visits the site or wants to visit the site again. Think of companies who have huge branded domain names like Amazon or Google. These names have nothing inherently associated with the services they provide, yet they create a clear brand image. There are also methods of overcoming the non-matching nature of a branded domain name. Typically, a customer may create internal search-matching URLs.
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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The New Jersey SEO Firm, an SEO Firm in NJ. Putting customers on the first page of Google and Bing. Join our customer success stories and visit us on www.newjerseyseofirm.com.
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