The time has come, you are going to launch your online project and you are at the exact point where you have to register the domain where your website will be based . I’m sure you have a thousand ideas in your head. And is that, choose domain name at the end is like creating a new brand : If you shit now, you may have to carry the slab of a badly chosen name for a long time. So better to do it right from the beginning. Do not you think?
Let’s see what you have to assess before registering your site …
Keywords in the name. EMD
Should I register a domain with keyword?
This is the classic question that people ask me when they are going to choose domain, if it is good for SEO that contains the odd keyword. The first thing I always recommend in this process is to apply common sense. Think about whether you contribute something to your website, your brand name or the objectives of having this portal. Because if you are going to introduce some very global word of your sector that does nothing but dilute your brand and that does not help compete for certain keywords that interest you, better discard it.
For example, luisrevueltoseo.com or luisrevueltoseo.es, would have been a perfectly valid name. But do you think I would position myself for the keyword “SEO” just by the fact of including it in my domain name? Well, I anticipate you no. The domain in search engine organic positioning , is just one more element of the name that identifies your site and is part (essential) of the final URL. So for me it is always linked to your brand or the objectives of offering something through that web address.
What is an EMD?
Well basically the EMD (Exact Match Domain) , are domains that fit exactly with the main search (keyword). For example “posicionamiento-web-salamanca.com”, exactly matches the keyword ” web positioning salamanca “.
Is it good to choose an EMD domain?
Having an EMD domain does not guarantee you to visit your website from search engines . For several years we can not “colarle” Google a low quality web by the simple fact of having a domain that matches the main keyword.
But it is true that it can have a positive impact if this name helps to make the domain easily remembered or associated with a brand already recognized in the offline world, and therefore get a better click ratio (read this article about user experience and SEO to better understand how the click ratio benefits to scale positions). This is not what I say, says a crack as is Nacho Monterde from SEO Azul .
For example, we have the previous case of the keyword “Positioning web Salamanca” or the well-known Rubén Alonso with the keyword “Positioning web” through its page: miposicionamientoweb.es . But all of them are cases in which there is a strategy of organic positioning behind (content, links, branding, online reputation …). In the end these sites are positioned by their brand name in Top 1 , because Google identifies it according to the interaction of users and this name that considers its brand sometimes derives very interesting keywords .
Obviously, the match of the search in the URL adds . But for that we already have the possibility to optimize the URLs of our internal pages. Where we can also target ” long tail ” keywords, easier to position for being less competitive.
Personal brand or unleash creativity?
Vale Luis, let’s think of the domain name as a brand name. Now let’s see what I do. Register a domain with my personal brand or I invent a brand ?
The work of creating a brand , takes an elaborate process of business development , mission, vision and values, brainstorm … etc. And therefore it is not something you can do from one day to the next, just to register a domain that you think will be “cool from Paraguay”. If you have a business plan where you have already done this process and you have a clear brand , use it. But do not give free rein to your imagination when it comes to registering it.
For example, I used my name Luisrevuelto.es because I wanted to work on my personal brand, not only to offer my services but also to offer myself as a professional to other companies. Working with your name as a brand always opens doors when it comes to pivoting your business project or personal development.
Extension or TLD. How does the domain affect local positioning?
It is very important that you define your long-term goals well when reserving the domain. If you want to focus on a global job and reach all corners of the planet with what you offer, you must choose a Top Level Domain (Domain or what we can call vulgarly “extension”) neutral . That is, .com, .org … etc. The geographical top-level domains (gTLD) are designed for a specific location.
For example, if you choose a .es , as is my case (luisrevuelto.es), you will have a better positioning in searches made from Spain and not as good in the same searches made from Australia.
What I always recommend is to register at least 2 TLDs , one geographical and the other global. For example, luisrevuelto.es and luisrevuelto.com. I wanted the .com but curiously I was already caught 🙁
If you are very clear that you want to focus exclusively on a geographical area, bet on a geographical domain . Moreover, if you focus only on one city, you can even use the name of the city in the domain name (although I am more in favor of making an internal page where the city is included).
Keys to choose the best domain
1. Easy to memorize
There is a lot of competition and the chosen name should be the easiest for customers to remember . Therefore it is necessary that it be simple and concise . You must identify your brand and, if possible, what it is dedicated to and on what radio it acts at a single glance.
2. Register a domain aligned with the goals of your project
Keep in mind your long-term goals :
- Do you want to promote your personal brand or a very specific product or service?
- Do you want to position yourself locally or globally?
3. Evaluate different options
You could go crazy making different combinations to find a domain for your website. It is not about that, but it is not enough to open a new excel sheet and combine the names and possibilities with the available options of TLD.
4. Less is more
If you are going to include keywords in your domain name, do not forget that it must be an easy name to memorize. A short name is more likely to be easily retained , which will earn direct traffic and it will be easier for search engines to start associating your result with a brand . Keep in mind that in addition to your domain, you want to position internal pages and do not want long URLs to reach your content.
Avoid, to the extent that you can, those letters that are only used in some languages . Without going any further our own “ñ” of Spain. In general, Spanish domains use the word “espana” to avoid character conversion problems. There are defenders of the use of elements such as accents and scripts, but I recommend that you do not complicate your life and that your users have it as easy as possible to write the URL in the browser.
6. Avoid problems with the law
Finally, it is very important that you stop to consider some issues as in the case of rights . The fact that a domain is free does not mean you can use it. In case the name you use is already registered in the Property Registry , it prevents you from using it. Be very sure of this step so as not to ruin your brand name .
See you in the comments!