When starting a new business or considering a rebrand, one of the first decisions you must make is choosing the right domain name. Having worked in the digital marketing space for over 20,000 hours, I've seen firsthand how much of a difference this decision can make in the long run, particularly regarding SEO. The domain name you choose doesn't just impact your branding but also plays a significant role in how you rank on Google and how easily people can find you online.
So, does the domain matter? Absolutely. Let me explain why.
Why Your Domain Name Matters for SEO
The domain name is one of the foundational elements that can impact your SEO success. While many factors determine how well a website ranks on Google, the domain name plays a role. Previously, having an exact match domain (EMD) was considered a huge advantage. If your domain had the keyword you were targeting, such as "tree removal," it was a clear signal to Google that your site was relevant to people searching for that term.
However, the algorithm has evolved over the years, and while having a keyword in your domain can still help, it's not a dealbreaker. What I recommend, especially if you're planning to grow your business and brand over time, is to focus on brandable domains. A brandable domain is unique, memorable, and represents your business well without being tied to a specific keyword. For example, "EcoTreeCare.com" is more brandable than "TreeRemoval.com." It gives you room to grow, expand, and diversify your services as your business evolves without being pigeonholed into a specific keyword or service.
The Power of Brand Search Volume
Brand search volume is another aspect that is often overlooked when choosing a domain. It refers to how often people search for your business by name. Google uses brand search volume as an indirect ranking factor, so the more people search for your brand name, the more Google recognises that your site is relevant and trustworthy.
Let's say you build a brand around a domain like "EcoTreeCare.com." Over time, as people search for your brand, Google will associate your name with tree removal services. This means that your site will rank well for related terms even without being an exact match domain because people are actively searching for your brand. This brand recognition is incredibly valuable and can help push you up the search rankings.
Balancing Brand and Keywords in Your Domain
That said, if you can include a relevant keyword in your brandable domain, it's always a bonus. For example, "EcoTreeCare" includes the service you're offering (tree removal) but also sounds like a unique brand. I've found that having both the brand and the keyword in the domain works best for my clients because it gives a clear signal to Google about what the business does while also allowing room for branding.
For example, if you're in the tree removal business, having "tree removal" in your domain name sends a strong SEO signal. However, suppose you plan on expanding your services or growing into other areas (such as tree pruning or landscaping). In that case, a domain like "EcoTreeCare" allows you to evolve without being restricted to just one keyword. I've seen this work repeatedly in my SEO experiments, especially when I compare domain names with and without keywords.
What if You Already Have a Domain?
If you've already purchased a domain that doesn't include the keyword you're targeting, don't worry—you're not stuck. It's possible to rank with a branded domain. The key here is to build strong SEO practices from the ground up. Focus on creating high-quality content, building backlinks, and ensuring your website is technically sound. With enough time and effort, your branded domain can still rank well.
However, I recommend a brand plus keyword approach if you're still in the early stages of choosing a domain and can't decide between a branded name or a keyword-rich one. This combination works well for SEO and gives you the flexibility to grow your business.
Creating a Strong Backlink Strategy
One of the advantages of having a branded domain with a keyword is the flexibility it gives you when building backlinks. You can use various anchor text strategies when creating backlinks to your site. For example, you can use your brand name, the keyword, or a combination of both. This helps create a natural link profile, which is essential for SEO. With a purely keyword-focused domain, you risk over-optimising your anchor text, which can lead to penalties.
Having a brandable domain allows you to vary your backlink strategy by linking to your homepage with just the brand name, linking to specific services with keywords, or even geo-targeting your links. This variety helps make your link profile look natural and improves your chances of ranking higher in search results.
The Bottom Line: Choose What Works for You
Choosing between a brandable domain and a keyword-rich domain depends on your business goals. If you're running a business with a single service, like tree removal, and don't plan to expand into other areas, a keyword-rich domain may be a good fit. However, I recommend using a brandable domain with a relevant keyword if you want to build a long-term, scalable business. This gives you the best of both worlds—SEO benefits and the ability to grow your brand over time.
In conclusion, your domain name is more than just an address for your website. It's a key factor in how people perceive your brand and how easily they can find you online. So, choose wisely. If you're still unsure about the right domain for your business, feel free to contact me—I'm always happy to offer my advice based on my years of experience in digital marketing and SEO.
Let me know if you have any questions or need further help choosing the right domain for your business!
