Domain Names and SEO: Can a Domain Name Impact SEO?

The first step in establishing an online presence is choosing the domain name that best suits your business. With tight competition for the top spots on search engine results pages (SERPs), SEO strategists have explored ways to help increase search rankings and domain names are believed to play a huge factor in the SEO game. 

But does a domain name really impact organic search performance? 

We’ll explore how a domain name impacts organic search, the common hindrances of having good rankings, and how to choose SEO-friendly domain names with Domain.com. 

What is a domain name? 

A domain name is a unique web address that identifies a website on the internet. Just like a physical address, it assists people in finding your website online. It’s composed of two main parts: the second-level domain (SLD) and the top-level domain (TLD). 

For example, in the domain name concert.com, your second-level domain is “concert”; while your top-level domain is “com”.   

The relationship between domain names and SEO 

Choosing the right domain name can have little to no weight impact on your organic traffic, but having a domain name that’s not related to your brand can have a negative effect on how customers view your business. 

In the early days of search engine optimization, exact match domains (EMDs) and putting your target keyword phrase right in your domain URL used to help businesses rank well. These types of domains were commonly used by most companies as they generate credibility and a competitive edge, driving visitors to discover their websites. 

However, in 2020, Google Webmaster Trends Analyst John Mueller mentioned that domain names no longer play a role in search rankings. He also noted that keywords in domain names also don’t impact rankings. 

With this, your domain name isn’t a direct factor affecting SEO rankings. This update was due to scammers and bad actors who snatched exact match domains (EMD), linking them to low-quality sites. 

Additionally, based on recent Google’s ranking factors for SEO, the four most significant ranking factors are:  

  • quality content 
  • mobile-first website,  
  • page speed,  
  • core web vitals  

This concludes that picking an SEO-friendly domain name will not set you up for success in search engine rankings.  

4 reasons to choose an SEO-friendly domain name 

So, if domain names aren’t an SEO ranking factor, does that mean it doesn’t matter? Not exactly. Domain name SEO is much more concerned with identification and user interaction which affects your Google ranking. Picking the right domain name will still help you to appear more on the search result page.  

The following are some factors where your domain may affect your Google ranking factor: 

Recognition and branding 

Choosing an SEO-friendly domain that matches your brand, or business can really help people remember and recognize you online. When your website name is catchy and relevant, it sticks in people’s minds. This consistent reminder helps build a strong, clear identity for your brand on the internet. 

Credibility and trustworthiness 

When a domain name has the right keywords, it reflects what you do or offer. It becomes recognizable and people become more comfortable visiting your site because they know they’re in the right place. This leads to better trust from your site users.  

Better visibility 

When targeting local clientele, choosing a domain name that includes geographic references can significantly improve your website’s performance. Search engines prioritize local relevance in their algorithms, so incorporating your city, region, or area into your domain name can make your site appear more relevant to local users. 

You can also use country-specific domain extensions to pair with your domain name. Utilizing ccTLDs sends a signal to search engines that your site is relevant to users in a specific geographic area. This will enhance your visibility in local search results. 

Competitive edge 

If your domain is easily recognized, credible, and has good visibility, then your business has a better competitive edge over other companies.  

Unlike other businesses with vague or generic domain names, a memorable and relevant domain makes it easier for customers to find and remember your website, increasing the likelihood of repeat visits and word-of-mouth referrals. Your credible domain makes customers trust you more compared to others who may have less specific or professional names. Additionally, good visibility in search engine results ensures that your site appears prominently when potential customers are looking for your services. 

Together, these factors help your company stand out, attract more loyal customers, and ultimately achieve greater success than your competitors. 

The pitfalls of a poorly chosen domain name 

Exact match domains (EMDs) vs. brandable domains 

EMDs were once a contributing factor for SERPs. While it was the case in the past, Google algorithms have evolved. Having an exact match domain name is prone to cyber snatchers that will link them to low-quality sites.   

Today, most businesses opt to use brandable domain names due to their distinct characteristics. These domain names are short, memorable, and relevant and can help your business perform well.  

However, because domain names aren’t direct factors to SERPs, it’s not guaranteed that using brandable domain names will improve search rankings. Rather, these domain names will help you secure a striking online impression, foster credibility, and effectively convey your intended message to your audience. 

Overly long or complex domain names 

Some businesses combine keyword after keyword to create a domain name, making it long and harder to remember. Search engines like Google use URLs to figure out what your website is about. Having a long and complex domain name will dilute both user trust and your online value.  

Plus, longer names are harder to remember. In choosing a domain name, aim for a short and memorable domain name that will stick to your customer’s mind. A straightforward and uncomplicated domain name is much easier to remember and will generate more site visitors.  

Irrelevant domain extensions 

Choosing a domain extension that doesn’t fit your brand can confuse customers and harm the SERPs’ perception. Additionally, it can raise red flags where your brand can be perceived as malicious, misleading, or spammy. 

According to Internet Assigned Numbers Authority (IANA) database, there are more than 1,500 registered domain extensions worldwide – which means, you have a wide selection of domain extensions to choose from. Pick the one that best aligns with your brand and industry.  

The use of hyphens and other special characters  

Adding digits, hyphens, and other special characters in your domain name may be tempting to make it more unique. However, it only makes it hard for your audience to remember your brand.  

To avoid losing valuable traffic and prospective clients, it’s preferable to keep your domain name concise and to partner it with a credible domain extension.   

How to choose SEO-friendly domain names 

Here are some factors you need to consider in selecting a domain name that will contribute to your organic traffic:  

Keep it short and memorable 

Customers tend to remember businesses with short and easy-to-remember names. The ideal domain name has 6-14 characters. The shorter your domain name is, the less room for error you will have.  

Take these top brands as an example: Google, Amazon, and Facebook. These three all have brief, memorable, and brandable domains that customers easily remember. 

Moreover, short domain names will improve your user experience because they are easier to remember and type. This will lead to smoother navigation, resulting in a positive user experience – something that search engines favor the most.  

Search engines aim to provide the best results for queries. When your audience has a positive user experience on your site, they’ll stay longer, explore more pages, and engage with your site. Search engines will identify your site as relevant and boost its ranking.  

Relevance to your business 

Aside from keeping it short and memorable, your domain name should also convey what your business is all about. For example, your business is related to handmade jewelry. Including the keyword “jewelry” to your domain name can be beneficial.  

But remember, don’t stuff too many keywords. It can hurt your overall online performance because it looks spammy and makes the name harder to remember, reducing user experience.  

Search engines prioritize understanding context and user intent over keyword density. Stick to a natural name that aligns well with your business so customers will remember your brand easily. 

Consider your audience 

Ask yourself: Will my customers easily remember my business if I choose this domain? 

In creating your domain name, always consider how your customers perceive your brand, and how it reads across various languages. A globally friendly domain name not only improves trust and credibility, but also affects your click-through rate.  

This is because your domain name enhances your website’s credibility by presenting a professional image and strengthening your branding. This instills trust in your audience, differentiating you from competitors and contributing to your organic search performance. 

Select the most suitable TLD 

One of the important things you need to consider is selecting an appropriate extension for your domain name. Select the one that best supports your website goals and is suited for your target audience, location, and demographics.  

Types of domain extensions and how they affect SEO

While .com remains as the most identifiable extension, this doesn’t mean that search engines will favor it over other extensions. Choosing the correct extension can impact how users and search engines see your website. 

Below are some common types of TLDs and how it impacts SEO rankings:  

  1. Country-code top-level domains (ccTLDs)  

Using ccTLDs can be advantageous if you are targeting a specific country or region for your website. Most customers tend to search the net to purchase items near their area, and when you use ccTLDs, Google’s search algorithms will have your website prioritized due to the localized domain name you are using.  

  1. Generic top-level domains (gTLDs) 

These are the most widely used domain extensions all over the world. Some of the popular generic top-level domains you encounter are .com and .net. These extensions are widely used because they are not exclusive to any specific region or place.  

Using a gTLD might be a secure option to impact your organic search because of their credibility and popularity over time. Due to their age, search engines and users detect them as reputable and authoritative that’s why most businesses opt to select them.   

  1. New generic top-level domains (ngTLDs) 

Domain extensions such as .blog or .shop are called new generic top-level domains (ngTLDs), which were recently added domain extensions in recent years. These new domain extensions are more imaginative and distinct compared to conventional gTLDs. 

If you want your website to be memorable and striking, you can use ngTLDs as your domain extension. However, you must remember that ngTLDs are still young, so search engines might not give high value to them compared to gTLDs or ccTLDs. 

How to improve your SEO rankings in 4 easy steps 

Now that we understand that domain names and domain extensions are not direct ranking contributors, let’s explore the elements that will help your domain name build a winning SEO strategy.  

Create valuable content 

One of the most valuable things you can publish on your website is high-quality content. Adding highly researched, informative, and compelling contents are some ideal strategies that will increase your online authority.  

When users have questions or want to learn something, they tend to search for useful, reliable, and relevant content. Producing different types of content helps you engage, inform and support your audience. You’ll be recognized as an expert in your niche both by search engines and your readers, boosting your search ranking. 

Third-party hyperlinks that direct traffic from other websites to your domain are called backlinks. Backlinks are important for two main reasons:  

  • They direct users to your site. 
  • They help prove your brand’s relevance and authority.  

According to studies, a strong backlink profile is required to rank competitively in search results. The most effective way to source backlinks for your domain is to have authority in your niche – this is another way your actionable content and well-written copy help your SEO. 

Elevate your domain name’s branding 

Your domain name is your first point of communication with your customers – it gives your visitors an inside look at who and what you are. The more positive and relevant your domain looks to visitors, the better it will perform. Utilize your domain to strategically communicate with your users, which captures the core aspects of your brand. 

Register your chosen domain name with a trusted domain registrar 

You may register your domain name to any domain registrar. However, not all registrars perform well.  

Registrars use different Domain Name System (DNS), and it can affect performance in many ways. For example, if your DNS configuration is flawed or unreliable, it can lead to downtime which makes your website inaccessible and negatively affect your SEO rankings.  

Some registrars also differ in hosting services, which can also indirectly influence SEO. Poor website management, poorly configured servers, or slow loading times can impact rankings.  

Therefore, choosing a registrar that offers a reliable hosting service can help your website perform well in SERPs.  

Boost your SEO with the right domain and domain registrar  

At Domain.com, we understand how important it is to choose a domain name that will help your brand thrive. We offer professional services to assist you in securing the perfect domain name that will suit your business and help your SEO efforts.  

Our platform also provides various tools that make domain purchases quick and straightforward.  

Domain search tool 

Our reliable search tool can help you find accessible domains based on your business’s name or specific keywords. We make personalized recommendations to help you find what’s best for your brand. This will help you create a powerful brand identity online that will affect your click-through rate.  

Wide range of TLDs 

Whether you’re looking for the traditional .com or something more imaginative like .co or .store, Domain.com provides a wide range of TLDs to help you find the best fit for your company.  

This feature will help you find the most suitable TLD to align with your brand, increasing your credibility and trustworthiness online which is highly favored by search engines. 

Web hosting services 

To ensure that your website is accessible and properly managed, Domain.com also offers web hosting services. It’s our topmost priority to keep your site online and keep it running smoothly by providing fast, secure and scalable solutions.  

With a properly managed website and reliable hosting services, your website will perform well in SERPs.  

Domain Privacy + Protection 

We do not only offer products and services that will help your organic search performance, but we also offer Domain Privacy + Protection to keep your personal information hidden from cyber criminals. Adding this feature will keep your information safe from identity theft and spam. 

Take control of your organic search performance 

Your domain name is just one piece of the big SEO puzzle. While it doesn’t directly impact search engines, your domain name builds your brand identity, which leaves an impression on your customers.  

Put your business online by choosing the right domain name that resonates with your brand’s core aspects.  

Ready to take control of your organic search performance? Secure your domain name with Domain.com today! 


Gabrielle Suazo
Gabrielle Suazo

Gabrielle Suazo
Gabrielle Suazo