The most important decision when creating a website is likely to be the domain name. When the time comes to make this selection, there are two schools of thought. The first is creating a domain that comes close to a popular search term people use to find a companies product or service. The opposing concept is to brand a company by creating a domain name that is company specific. This article talks to both approaches and weighs the benefits 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 other choice would be to use a non-matching brand-name domain selection. Again, without looking at domain providers, the immediate choice is creaturefeature.com. This would create a customer brand since it's the company name. An existing customer would have no problem finding that site on the Internet by using the company name. Think of business like Yahoo or Sears. These names don't mean anything by themselves that could be associated with a product but conjure an immediate brand. What you do see a lot are customers who create internal search-matching URLs inside their site.
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 other choice would be to use a non-matching brand-name domain selection. Again, without looking at domain providers, the immediate choice is creaturefeature.com. This would create a customer brand since it's the company name. An existing customer would have no problem finding that site on the Internet by using the company name. Think of business like Yahoo or Sears. These names don't mean anything by themselves that could be associated with a product but conjure an immediate brand. What you do see a lot are customers who create internal search-matching URLs inside their site.
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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