Choosing a domain name is one of the most important decisions you’ll make when building an online presence. It’s more than just a web address—it’s the digital cornerstone of your brand identity, the first impression visitors have of your business, and a major factor in marketing, search visibility, and credibility. A well-chosen domain name can make you stand out in a crowded marketplace, while a poorly chosen one can confuse visitors or limit your brand’s potential.
Here are the key things to consider when choosing the perfect domain name according to professional SEO services in Adelaide.
1. Keep It Short and Simple
The best domain names are short, simple, and easy to remember. Shorter names are easier to type, share, and recall. Ideally, a domain should be under 15 characters (excluding the extension). Long or complex names increase the risk of typos and make it harder for people to find your website again later.
For example, apple.com is much easier to remember and type than thebestappleproductsstoreonline.com. Even if your full company name is long, try to abbreviate or shorten it creatively for the domain.
Tip: Avoid unnecessary words like “the,” “my,” or “online” unless they add clarity or are essential for branding.
2. Make It Easy to Spell and Pronounce
Your domain should be intuitive—people should be able to type it correctly after hearing it once. Avoid using unusual spellings, hyphens, or numbers unless they’re integral to your brand. For example, flickr.com became famous despite dropping the “e,” but it’s a rare case—most companies benefit from conventional spelling.
A name that’s easy to pronounce is also more shareable through word-of-mouth marketing and offline advertising like podcasts, radio, or networking events. If you have to spell your domain out for people, it might not be the right one.
3. Use Keywords Strategically (but Naturally)
Including relevant keywords in your domain can help signal to search engines what your site is about, potentially improving SEO. For instance, if you run a bakery in Austin, a name like austinbakery.com or sweetbitesaustin.com may perform better than something vague like sb-online.com.
However, don’t overdo it. Stuffing too many keywords makes your domain sound generic or spammy (e.g., bestcheapusedcarsnewyork.com). Focus on blending a keyword with branding—something memorable that still gives search engines a clue.
4. Choose the Right Domain Extension
The extension (also known as the top-level domain or TLD) is the suffix at the end of your web address, such as .com, .org, or .net.
Here are a few considerations:
- .com – The most popular and trusted extension. It’s often the first one users try, and it conveys credibility. If possible, secure the .com version of your domain.
- .org – Often used by nonprofits, community organizations, or educational initiatives.
- .net – Common for tech-oriented businesses, though less popular today.
- Country-specific extensions (like .co.uk, .ca, or .au) – Great for targeting specific local markets.
- Newer generic TLDs (like .shop, .tech, .ai, or .blog) – Useful for creative branding, but be cautious; some users still see these as less trustworthy.
Whenever possible, buy multiple extensions (like .com, .net, .org) to protect your brand and redirect them to your main site.
5. Make It Brandable
A strong domain should sound like a brand, not just a collection of words. It should be unique, memorable, and capable of growing with your business. Consider how it looks in a logo, how it sounds when spoken aloud, and whether it fits your brand’s personality.
For instance, Spotify, Airbnb, and Google are made-up names that became powerful brands because they were distinctive, easy to pronounce, and visually appealing. You can create a brandable name by combining words, altering spellings slightly, or inventing a new word entirely.
6. Check for Trademarks and Existing Brands
Before finalizing your domain, do a trademark search to make sure it doesn’t infringe on another company’s name or intellectual property. Using a name that’s already trademarked could lead to legal issues, forced rebranding, or even loss of your domain.
You can check trademarks through:
- The U.S. Patent and Trademark Office (USPTO) website (or the equivalent in your country)
- Domain registrars’ built-in tools
- Simple web searches and social media checks
Also, look up similar domains. Even if another company isn’t using the exact name, you don’t want confusion between your brand and another with a similar name.
7. Avoid Hyphens and Numbers
While it might be tempting to use a hyphen or number to secure a name that’s already taken, it can hurt your brand. Users often forget to include hyphens or may type the number incorrectly (is it “7” or “seven”?). These small differences can send potential visitors to the wrong site—or to your competitor.
Stick to letters only whenever possible.
8. Think Long-Term
Your domain name should grow with your business. Avoid names that are too narrow or tied to a specific product, service, or location if you plan to expand later. For example, a store called bestlaptopdeals.com might struggle if it starts selling phones and tablets. Similarly, nycdogwalkers.com limits your scope if you later expand to other cities.
Choose a name flexible enough to evolve with your goals and offerings.
9. Consider SEO and Branding Balance
It’s important to strike a balance between SEO-friendly and brandable. Exact match domains (like buycheapfurniture.com) used to dominate search results, but modern search algorithms prioritize quality content and brand authority instead. A domain that’s too keyword-stuffed might look untrustworthy to both search engines and users.
A hybrid approach works best: something like oakandironfurniture.com combines branding with a hint of relevance.
10. Check Domain History
If you’re buying a domain that was previously owned, research its history. A domain might have been used for spam, adult content, or malicious activities, which could hurt your SEO and reputation. Use tools like Wayback Machine (archive.org) or Whois lookup to see its past content and ownership.
If you discover a questionable history, it’s safer to choose a clean domain.
11. Secure Related Domains and Social Handles
Once you’ve chosen your name, act fast. Domain names sell quickly, and once taken, they can be expensive or impossible to buy. Register your chosen domain along with related variations (plural/singular forms, common misspellings, etc.) to prevent competitors from acquiring them.
Also, check the availability of matching social media handles on platforms like Instagram, Twitter (X), and LinkedIn. Consistency across your domain and social profiles strengthens brand recognition and makes it easier for customers to find you.
12. Think About Email and Professionalism
Your domain will likely be part of your email address (e.g., you@yourdomain.com). Make sure it looks professional and credible in that context. A confusing or overly long domain can make your email harder to use and remember.
If possible, avoid domains that could be misread in email form—for example, therapistfinder.com reads awkwardly as “the rapist finder” without spacing. Always check how your domain looks in lowercase and in different contexts.
13. Act Quickly but Wisely
Domain names are in high demand, and desirable ones disappear fast. Once you’ve done your due diligence—checked trademarks, tested spelling, and confirmed availability—register it as soon as possible. Domains are inexpensive to hold and can be a valuable asset, even if you’re not ready to launch your site yet.
Final Thoughts
Choosing a domain name may seem simple, but it’s a decision with lasting impact. The right name can build credibility, improve visibility, and become a memorable part of your brand identity. Take the time to brainstorm, research, and test your ideas with others. Prioritize clarity, memorability, and brand potential over trends or shortcuts.
A great domain name is the foundation of your online presence—choose it wisely, and it will serve you well for years to come.
