Domain Name Selection for SEO: A Practical Guide
Your domain name is more than just your website's address; it's a crucial element of your online brand and a significant factor in your search engine optimisation (SEO) strategy. A well-chosen domain name can improve your website's visibility, attract more organic traffic, and establish credibility with your audience. This guide will walk you through the process of selecting a domain name that is optimised for search engines, helping you improve your website's ranking and overall online presence.
What is a Domain Name?
Before diving into SEO considerations, let's define what a domain name is. Simply put, a domain name is the address people type into a web browser to find your website. It's a human-readable form of an IP address, which is a numerical label assigned to each device connected to a computer network that uses the Internet Protocol for communication. Think of it as your website's street address on the internet.
Keyword Research for Domain Names
Keywords are the foundation of any successful SEO strategy, and they play a vital role in domain name selection. Incorporating relevant keywords into your domain name can signal to search engines what your website is about, potentially improving your ranking for those keywords.
Identifying Relevant Keywords
Start by brainstorming a list of keywords related to your business, industry, and target audience. Consider what terms people would use when searching for your products or services. Use keyword research tools like Google Keyword Planner, Ahrefs, or SEMrush to identify high-volume, low-competition keywords. These tools can help you discover related keywords and analyse their search volume and competition levels.
For example, if you run a bakery specialising in gluten-free products in Melbourne, your initial keywords might include "bakery," "gluten-free," "Melbourne," and "gluten-free bakery." Using a keyword research tool, you might discover related keywords like "gluten-free cakes Melbourne," "best gluten-free bakery Melbourne," or "gluten-free bread Melbourne."
Incorporating Keywords Strategically
Once you have a list of relevant keywords, consider how you can incorporate them into your domain name. There are a few approaches you can take:
Exact Match Domain (EMD): This involves using your primary keyword phrase as your entire domain name (e.g., glutenfreebakerymelbourne.com). While EMDs used to be highly effective, search engines have become more sophisticated and now prioritise quality content and user experience over keyword-stuffed domains. EMDs can still be beneficial, but they are not a guaranteed ranking factor.
Partial Match Domain (PMD): This involves including one or more of your target keywords in your domain name (e.g., melbourneglutenfreebakes.com). PMDs can be a good compromise, as they incorporate relevant keywords without being overly specific.
Brandable Domain: This involves creating a unique and memorable domain name that reflects your brand identity (e.g., FlourishBakery.com). Brandable domains are often preferred, as they are easier to remember and can help build brand recognition. You can still optimise a brandable domain by focusing on relevant keywords in your website's content and meta descriptions.
Long-Tail Keywords
Don't overlook the power of long-tail keywords – longer, more specific phrases that people use when searching for something very specific. While they have lower search volume individually, they can collectively drive significant traffic to your website. Consider incorporating long-tail keywords into your domain name if they align with your business focus. For example, if you specialise in vegan gluten-free cakes, a domain name like vegan glutenfreecakesmelbourne.com could be effective.
Using Location-Based Keywords
If your business serves a specific geographic area, incorporating location-based keywords into your domain name can be highly beneficial. This helps search engines and potential customers understand where your business is located, improving your local search ranking. For example, a plumber operating in Sydney might choose a domain name like sydneydrainrescue.com.au.
Benefits of Location-Based Keywords
Improved Local SEO: Location-based keywords help search engines understand the geographic relevance of your website, improving your ranking in local search results.
Targeted Traffic: By including your location in your domain name, you attract visitors who are specifically looking for businesses in your area.
Increased Credibility: A location-based domain name can signal to potential customers that you are a local business, building trust and credibility.
Considerations for Location-Based Keywords
Specificity: Consider the level of specificity needed. Do you serve an entire city, a specific suburb, or multiple regions? Choose a location-based keyword that accurately reflects your service area.
Competition: Research the competition for location-based keywords. If the competition is high, you may need to get creative and find a unique domain name that still incorporates your location.
Domain Extension: Consider using a country-specific domain extension (e.g., .com.au for Australia) to further emphasise your location.
Choosing the Right Domain Extension
The domain extension, also known as the top-level domain (TLD), is the suffix at the end of your domain name (e.g., .com, .org, .net). The TLD can impact your SEO and brand perception, so it's important to choose the right one.
Popular Domain Extensions
.com: The most popular and widely recognised TLD. It's generally preferred for commercial websites and businesses.
.net: Originally intended for network-related organisations, but now widely used for various purposes.
.org: Typically used by non-profit organisations, charities, and community groups.
.com.au: The country-specific TLD for Australia. It's ideal for businesses operating primarily in Australia, as it signals to search engines and users that your website is relevant to the Australian market. Using a .com.au domain can improve your ranking in local search results within Australia.
.net.au: Similar to .net, but specifically for Australian network-related organisations.
.org.au: Similar to .org, but specifically for Australian non-profit organisations.
New gTLDs: A wide range of newer TLDs, such as .online, .shop, .blog, and .tech. These can be useful for creating niche websites or highlighting specific aspects of your business.
SEO Considerations for Domain Extensions
While search engines generally treat all TLDs equally, some may have a slight impact on your SEO. Country-specific TLDs like .com.au can help improve your ranking in local search results within that country. Additionally, the perceived credibility of a TLD can influence click-through rates, which can indirectly impact your SEO.
Choosing the Right Extension
Consider your target audience: If you primarily serve customers in Australia, a .com.au domain is generally the best choice. If you have a global audience, a .com domain is often preferred.
Think about your brand: Choose a TLD that aligns with your brand identity and the nature of your business. For example, a non-profit organisation should use a .org or .org.au domain.
Check availability: Ensure that your desired domain name is available with your preferred TLD. If your .com domain is taken, consider alternative TLDs or variations of your domain name.
Avoiding Hyphens and Numbers
While it's technically possible to use hyphens and numbers in your domain name, it's generally best to avoid them if possible. Hyphens and numbers can make your domain name harder to remember, type, and pronounce, potentially leading to lost traffic and brand confusion.
Why Avoid Hyphens?
Readability: Hyphens can make your domain name less readable and visually appealing.
Memorability: Hyphenated domain names are harder to remember and share verbally.
Spelling: People may forget to include the hyphen when typing your domain name, leading them to a competitor's website.
Spam: Historically, hyphenated domains have been associated with spam and low-quality websites.
Why Avoid Numbers?
Confusion: Numbers can be confusing, as people may not know whether to spell them out or use numerals.
Memorability: Similar to hyphens, numbers can make your domain name harder to remember.
Exceptions
There may be situations where using a hyphen or number is unavoidable, such as when your desired domain name is already taken. In these cases, try to minimise the use of hyphens and numbers and ensure that your domain name is still easy to understand and remember.
Keeping it Short and Memorable
A short and memorable domain name is easier to type, remember, and share, making it more likely that people will visit your website. Aim for a domain name that is concise, easy to pronounce, and relevant to your business.
Benefits of a Short Domain Name
Typability: Shorter domain names are easier to type correctly, reducing the risk of typos and lost traffic.
Memorability: Shorter domain names are easier to remember, making it more likely that people will return to your website.
Brandability: A short and catchy domain name can help build brand recognition and make your website stand out.
Mobile-Friendliness: Shorter domain names are easier to type on mobile devices, which is increasingly important as more people access the internet via smartphones and tablets.
Tips for Creating a Memorable Domain Name
Use simple words: Choose words that are easy to understand and pronounce.
Avoid jargon and slang: Use common language that your target audience will understand.
Create a unique name: Stand out from the competition with a domain name that is original and memorable.
- Consider using alliteration or rhyme: These techniques can make your domain name more catchy and memorable.
Choosing the right domain name is a crucial step in establishing your online presence and optimising your website for search engines. By conducting thorough keyword research, considering location-based keywords, selecting the appropriate domain extension, avoiding hyphens and numbers, and keeping your domain name short and memorable, you can create a domain name that is both SEO-friendly and brandable. Remember to learn more about Elos and what we offer to help you with your digital strategy. If you have further questions, check out our frequently asked questions. A well-chosen domain name can significantly contribute to your website's success and help you achieve your online goals. Elos is here to help you navigate the complexities of the digital world.