How to Choose the Perfect Domain Name

Why Domain Names Matter

Your domain name is your address on the internet. It affects:

• Brand perception
• SEO (slightly)
• Memorability
• Trust
• Marketing effectiveness

A good domain is an asset. A bad one is a liability.

Domain Name Best Practices

Keep It Short

Shorter domains are:

• Easier to remember
• Easier to type
• Less prone to typos
• Better for word-of-mouth

Ideal length: Under 15 characters

Make It Easy to Spell

Avoid:

• Unusual spellings (Lyft vs. Lift)
• Numbers (unless part of brand)
• Hyphens
• Homophones (their/there)

Test: Can you say it over the phone without spelling it out?

Make It Easy to Say

Your domain should be easy to communicate verbally.

• No awkward letter combinations
• Natural pronunciation
• Works in radio/podcast ads

Use .com When Possible

.com is still the default assumption.

If .com isn't available:

• Consider alternative domain names
• .co, .io, .net are acceptable alternatives
• Country codes (.uk, .ca) for local businesses
• Industry-specific (.agency, .law) can work

Avoid obscure extensions that look spammy.

Match Your Brand

Ideally, your domain matches your business name exactly.

If exact match isn't available:

• Add a word (GetBrandName, BrandNameHQ)
• Use location (BrandNameNYC)
• Consider rebranding

Avoid Trademarked Names

Don't use domains that:

• Include competitor names
• Violate existing trademarks
• Could cause confusion

This can lead to legal issues and forced domain transfer.

Types of Domain Names

Exact Match Domains

Domain matches primary keyword: cheapflights.com

Pros: Instant relevance

Cons: Limited, can seem spammy, hard to find

Brand Domains

Unique brand names: Google.com, Spotify.com

Pros: Distinctive, protectable, flexible

Cons: Requires brand building

Combination Domains

Brand + descriptor: BrandMarketing.com

Pros: Clear purpose, available options

Cons: Longer, potentially forgettable

Finding Available Domains

Domain Search Tools

• GoDaddy
• Namecheap
• Google Domains
• Name.com

Expired Domain Marketplaces

• ExpiredDomains.net
• NameJet
• SnapNames

Premium Domain Marketplaces

• Sedo
• Afternic
• Dan.com
• Squadhelp

Domain Generators

• LeanDomainSearch
• Namelix
• Panabee
• Wordoid

What If Your Ideal Domain Is Taken?

Option 1: Try to Buy It

Check if it's for sale:

• Some domains have "for sale" pages
• Use WHOIS to find the owner
• Make an offer through a broker

Be prepared to pay:

• Good domains command premium prices
• Budget $1,000-$50,000+ for quality names

Option 2: Modify the Name

Add words:

• GetCompanyName
• CompanyNameHQ
• CompanyNameApp
• UseCompanyName
• TryCompanyName

Add location (for local businesses):

• CompanyNameNYC
• CompanyNameTX

Option 3: Use Alternative Extension

Priority order:

1. .com

2. .co

3. .io (tech companies)

4. .net

5. Country-specific (.us, .uk)

6. Industry-specific (.agency, .law, .design)

Option 4: Choose a Different Name

Sometimes starting fresh with an available .com is better than compromising.

Protecting Your Domain

Register Variations

Consider registering:

• Common misspellings
• .com, .net, .org versions
• With and without "the"

Enable Auto-Renewal

Don't let your domain expire accidentally. Enable auto-renewal and keep payment info current.

Use Domain Privacy

WHOIS privacy hides your personal information from public records.

Secure Your Registrar Account

• Use strong passwords
• Enable two-factor authentication
• Keep contact info current

Domain and SEO

Direct Ranking Impact

Keywords in domains provide minimal SEO benefit today. Google cares more about content quality.

Indirect Benefits

Good domains help with:

• Click-through rates (trustworthy appearance)
• Brand recognition
• Link anchor text naturally includes brand

What to Avoid

• Exact match domains stuffed with keywords
• Long, hyphenated keyword domains
• Domains that look spammy

Registrar Recommendations

Best Overall

• Cloudflare Registrar - At-cost pricing
• Namecheap - Competitive pricing, good features
• Google Domains - Simple, integrated with Google services
• Porkbun - Affordable, good privacy features

Features to Look For

• WHOIS privacy included
• Reasonable renewal prices
• Easy DNS management
• Domain forwarding
• Good customer support

Watch Out For

• Low first-year prices with high renewals
• Upsells on unnecessary services
• Hidden fees
• Difficult transfer process

Domain Checklist

Before purchasing:

• [ ] Short and memorable
• [ ] Easy to spell
• [ ] Easy to say out loud
• [ ] .com preferred (or appropriate alternative)
• [ ] No trademark issues
• [ ] No awkward abbreviations
• [ ] Makes sense for your brand
• [ ] Renewal price is acceptable
• [ ] Privacy protection available

Examples

Good domains:

• Stripe.com (short, memorable, unique)
• Basecamp.com (descriptive, easy to spell)
• Slack.com (short, memorable)

Problematic domains:

• BestCheapSEOServicesNYC.com (too long, keyword stuffed)
• Xzq-Tech.com (hard to say, hard to remember)
• TheirServices.com (confusing spelling)

Your domain is a long-term decision. Take time to choose well, and be willing to invest in a quality name if your exact preference isn't available.