Does the domain name I choose affect my SEO and search engine rankings? And is there such a thing as an SEO domain name?
The short answer is yes. There is such a thing as an SEO domain name and yes, your choice of domain name can affect your search engine rankings but, like most things in the world of SEO, it’s a little more complicated. An SEO Domain name can be beneficial in your search engine performance but it’s not just about how they affect your SERP rank. So let’s explore the facts and myths about SEO domain names and what you should keep in mind when you choose the domain name for your website.
Key Takeaways:
An SEO-friendly domain name is a domain name that can help your website, not only to rank better but to perform better overall when it comes to driving traffic to your website. If you can help a customer to understand what you do as well as remember your company name you have a winning combination! Here are the top things to keep in mind when choosing your domain. Your SEO domain name should be:
- Simple: Don’t over-complicate things with long words, complex terms or things that are difficult to spell!
- Memorable: Make sure that your domain name is easy to remember, share and type. One mistake and your potential visitors could end up visiting your competitor.
- Relevant: Your keyword should describe your business and/or business name but not be spammy or keyword stuffed.
- Brand Friendly: Use your brand name and/or the sector or speciality that you are in.
- Future Proof: Unless you only sell one thing and won’t ever expand, you should think of a domain name that will be valid as your business grows into the future.
- It’s not the be all and end all – But can help with more than just positioning.
- Be careful when you register a domain name – Things to look out for will be covered in this article.
“If you can help a user to identify what you do and remember your brand name then you have a winning combination”
Let´s get stuck into the full explanations and details as we explore SEO Domain Names. If you haven´t got time to read this whole article, you can get a great summary in this video:
What is an SEO Domain name?
An SEO domain name is a web address that not only identifies your site but also helps boost its search engine rankings and overall performance. By choosing a domain that’s simple, memorable, relevant, brand-friendly, and future-proof, you can set your website up for long-term SEO success. In this article, we’ll dive deep into the factors that make a domain SEO-friendly and share tips on how to choose the perfect name for your site.
Why is a domain name important for SEO?
Your domain name is often the first interaction users have with your brand online. An SEO-friendly domain can:
- Improve click-through rates from search results by being relevant and descriptive. This applies not only to SEO but also in paid click campaigns too.
- Boost memorability, making it easier for users to remember and return to your site.
- Enhance trust and credibility.
- Reinforce keyword relevance, helping some search engines understand your site’s main topic.
A domain name that’s optimised for both users and search engines can indirectly impact SEO by providing a solid foundation for a positive user experience and strong brand identity but a domain name alone is not the “be all and end all”.
Google have recently implied that the use of keywords in your domain name has much less relevance than it used to and in the world of SEO but of course with the speed that things are expanding in the world of AI, voice search and all the latest technologies, a good domain name can´t really be a bad thing (well, we will come back to that further on!).
Domain Names and Their Influence on SEO
earch engines evaluate domain names as part of their overall assessment of a website’s relevance and quality. However, the influence of domain names has evolved over time. In the early days of SEO, exact match domains (EMDs) that mirrored primary keywords could almost guarantee high rankings. Today, search algorithms are much more sophisticated and prioritize factors like content quality, user engagement, and brand signals.
When choosing an SEO-friendly domain name, balance keyword usage with brand-ability. Including a relevant keyword can help with topical relevance, but stuffing your domain with multiple keywords appears spammy to both users and search engines. Opt for a name that reflects your brand while naturally incorporating keywords.
For example, “www.maryscateringnyc.com” works better than “www.best-catering-services-new-york-city.com” because it says the company name and what you do and so in the case of Marys Catering (a fictional business but if it does exist “Hi Mary”), when clients are trying to remember the website they will remember Mary´s name and what she does.
Memorability of a domain name probably has more value than anything and this is why you can often find it very hard to buy a domain name that directly reflects your type of business – people snap them up quickly, often to later resell them at a huge profit!
Does the Age of a Domain Influence SEO?
There’s a common belief that older domains have an inherent SEO advantage over newer ones. While domain age can indirectly influence SEO, it’s not a direct ranking factor. Search engines care more about the quality and relevance of your website’s content than how long your domain has been registered.
However, older domains may have a few advantages:
- More time to accumulate quality backlinks and build authority.
- Existing content that has earned search visibility and user engagement.
- Established brand recognition and user trust.
That said, a new domain with excellent content and strategic promotion can outperform an older, neglected site. Focus on creating value for your target audience, and your domain’s SEO will grow with time.
When it comes to older names, or even what appears to be a brand new domain as it is showing as available for the standard registration fee, it is always a good idea to have a professional SEO company do some research for you because just as there is a chance of some good backlinks, if the name was used before it could have problems, for example:
- The company could have had problems or a bad reputation which are associated with the domain,
- There could be really bad backlinks, perhaps ones placed a long time ago during older “black hat” SEO techniques
These things can mean that you think you´re buying a nice new domain but actually it has been used before and is a bad idea. We can check the history of a domain name and the backlink profile and in fact we always do for our clients before we register any so that we are aware of these things and we can advise the client on the best way forward.
If you want us to look at your potential SEO domain name for you and check out what’s attached to it please go get in touch.
Does Exact Match Domain (EMD) Give You a Ranking Advantage?
In the past, EMDs had a significant impact on search rankings. If your domain name exactly matched a high-volume keyword, you could rank well even with subpar content. However, Google has since updated its algorithms to prioritize quality and relevance over keyword matching.
While using keywords in your domain can still provide some relevance signals, it’s not a guaranteed ranking booster. In fact, too many keywords can trigger spam detectors and hurt your SEO. Google advises focusing on creating a great user experience and building your brand rather than chasing keyword-heavy domains.
TLDs and How They Impact SEO
The part of your SEO domain name after the final dot is called a top-level domain (TLD). Common TLDs include .com, .org, .net, and .edu. Your choice of TLD can affect how search engines and users perceive your website.
Generic TLDs
Generic TLDs or gTLDs are the most common. For most websites, .com is still the best choice as it’s widely recognized and trusted. However, there are now hundreds of new gTLDs like .tech, .store, and .blog that can be relevant for certain industries or content types. Google has stated that they treat new gTLDs the same as traditional ones for ranking purposes. What matters most is your site’s overall quality and relevance.
Country Code TLDs
If you’re targeting users in a specific country, using a country code TLD (ccTLD) like .uk or .de can help with local SEO. Search engines use ccTLDs as a signal that your content is relevant for that geographic area. However, ccTLDs are less flexible than gTLDs if you plan to expand internationally.
Choosing Between a ccTLD and gTLD
If your business only operates in one country and you want to strengthen your local SEO, a ccTLD could be a good choice. For example, a restaurant in France might opt for a .fr domain. However, if you have a global audience or plan to expand, a gTLD like .com offers more flexibility and recognition.
Domain Structure for International Sites
For websites that need to target multiple languages or regions, you’ll have to decide between ccTLDs, subdomains, and subdirectories for your international content.
Examples include:
- www.domain.de (ccTLD for Germany)
- de.domain.com (subdomain for Germany)
- domain.com/de/ (subdirectory for Germany)
From an SEO standpoint, the difference between subdomains and subdirectories is minimal. Google’s John Mueller has stated that Google sees both as part of the same site. The key is to choose a structure that’s easy for you to manage and for users to understand. Whichever approach you choose, make sure to implement the proper hreflang tags to tell search engines which version of your content is for which language or region.
Choosing a Domain for Your Brand
While keywords can help with relevance, your domain should ultimately be a reflection of your brand. A brandable domain is memorable, unique, and flexible enough to grow with your business.
Characteristics of a brandable domain:
- Short and easy to spell
- Memorable and unique
- Speaks to your brand’s personality or mission
- Avoids hyphens, numbers, and hard-to-spell words
- Works for a variety of products or services
Strong brand domains become synonymous with their industry over time, building trust and recognition that can boost SEO. Think of how “Amazon” is immediately associated with e-commerce or how “Zillow” has become a go-to resource for real estate.
How long should I register my domain name for?
This is another one of those areas that different SEO experts will disagree on. Some will say that you can register for the minimum period with no problems and others will tell you to register for as long as you can so that the search engines see you as a solid business.
It has been a grey area but our view is simple. Domain name registration is not very expensive and the yearly cost is quite small so we advise clients to register for the longest period as they can afford when they find their perfect SEO domain name. This has no negative effects (as long as you are planning to be around for some time) and can only have a positive impact all round. For example:
- You secure the price at the time of buying the domain and avoid price increases in yearly registrations,
- Search engines are more likely to view a business with a long registration period as a more “stable” business because spammy websites will often register for one year then stop using the domain – it shows commitment on your part,
- Customers who check are also likely to view a long registered domain more favourably, and finally the big one:
- You don´t have to worry about it or forgetting to renew for a longer period.
That being said, email addresses and contact details do change so you should always keep your domain name registrar updated if your contact details change to avoid missing a renewal reminder and loosing your domain name a few years down the line because you forgot to renew it!
Some providers have an “auto renew” function which you should enable but likewise, ensure you keep your payment method up to date with the registrar. Finally, set a reminder in your calendar a few months before your domain name expiry so that you don´t forget to renew it because it is is a good one, you can guarantee that someone will be waiting to buy it and watching the expiry date coming up!
Multiple Domains or One?
In some cases, using multiple domains can help support your SEO and branding efforts. You might choose to use different domains to:
- Target different geographic markets (e.g., .com for global, .co.uk for UK)
- Segment different brands or product lines
- Capture variations of your brand name or keywords
- Protect your brand name from domain squatters
If you do use multiple domains, make sure to set your preferred domain in Google Search Console and use 301 redirects to consolidate traffic and link equity. Avoid duplicate content across your domains, as this can dilute your SEO efforts.
What are Domain Authority and Domain Rating?
Domain Authority (DA) and Domain Rating (DR) are third-party metrics that attempt to quantify a website’s SEO strength. DA is developed by Moz, while DR is from Ahrefs. Both use a scale from 0-100 and take into account factors like backlink quantity and quality.
While these metrics can be useful for benchmarking your site against competitors, it’s important to note that they are not official Google ranking factors. A high DA or DR doesn’t guarantee high rankings, and a low score doesn’t mean your site can’t rank well. Focus on creating great content, earning quality backlinks, and providing a strong user experience, and your domain’s authority will naturally grow.
As SEO experts, we do look at these metrics when assessing a domain name for a customer because they can tell us a lot and we also study any existing backlinks that may point to the domain for the same reason. Likewise, we use them during ongoing SEO monitoring as they can, along with other factors help us in monitoring overall how well an SEO project is doing.
The real proof of the pudding is in the eating and although we use many professional grade tools to study DA & DR, we also use things like Google Webmaster Tools and Google Analytics which show us the real results, at least in terms of Google. Other tools and strategies monitor other search engines and methods.
Conclusion & Next Steps
Choosing the right domain name is a crucial first step in setting your website up for SEO success so it´s important to choose wisely and do your research. By prioritizing simplicity, relevance, brandability, and a strong TLD, you can create a domain that both users and search engines will trust and remember. Remember, while keywords can help with relevance, avoid stuffing or spammy tactics that could do more harm than good. Ultimately, your SEO Domain name should represent your brand and lay the foundation for a great user experience.
If you’re ready to take your SEO efforts to the next level, consider Yoast SEO Premium, a powerful WordPress plugin that can help optimize your domain structure, manage redirects, and provide in-depth site analysis. With Yoast, you can ensure that your domain is set up for success and focus on what matters most – creating great content that serves your audience.
Need more guidance on choosing an SEO-friendly domain or optimizing your current one? Reach out to the team at Holistic SEO for expert advice and customized solutions. Our experienced SEO consultants are here to help you navigate the ever-changing world of search engine optimization and drive sustained organic traffic to your site.
SEO Domain Names – Frequently Asked Questions (FAQ)
Here are the top questions people ask us about choosing your SEO domain name. If you have any other questions or would like help in choosing and researching the perfect domain name for your website we would love to hear from you. Just click this link to get in touch with us.
How do I know if my domain name is SEO friendly?
A domain name is SEO friendly if it’s easy to pronounce and spell, memorable, relatively short, and represents your brand or business purpose without keyword stuffing. It should avoid hyphens and numbers, use an appropriate TLD (like .com), and be unique enough to build brand recognition. You can verify its SEO friendliness by saying it out loud – if it’s easy to communicate verbally and remember, it’s likely SEO friendly.
What’s better for SEO – a short or long domain name?
Short domain names are generally better as SEO Domain names because they’re easier to remember, type, and share. Ideally, your domain name should be between 6-14 characters. While longer domains can still rank well if they’re branded effectively, shorter domains typically have better user experience metrics, which indirectly benefits SEO. They’re also less likely to be mistyped, leading to fewer lost visitors.
Should I include my location in my domain name for local SEO?
Including your location in your domain name isn’t necessary for local SEO success. While it might help with relevancy for local searches, modern SEO relies more on your Google Business Profile, local content, and proper local SEO optimization.
Instead of including location in your domain, focus on creating a memorable brand name and use other methods like schema markup and local content to establish your geographic relevance. It may help for people trying to find you though so we would say there is no harm but it doesn´t have to be your major priority.
Can changing my domain name hurt my SEO rankings?
Yes, changing your domain name can temporarily impact your SEO rankings if not done correctly. However, with proper planning and implementation – including setting up 301 redirects, updating all internal links, informing Google through Search Console, and maintaining your backlink profile – you can minimize any negative effects. It typically takes 3-6 months for rankings to stabilize after a domain change.
What’s more important for SEO – having keywords in my domain or a brandable name?
In 2025, having a brandable domain name is more important than including keywords for SEO. While keywords in domains used to significantly impact rankings, search engines now prioritize user experience and brand signals. A memorable, brandable domain name helps build trust and recognition, which leads to better click-through rates and user engagement – factors that positively influence SEO more than keyword-rich domains.
My chosen domain name is available. Is it OK to buy?
When a domain name reaches the end of it´s registration period it will eventually become available for general resale. There is a huge market and indeed professionals who spend their days buying any of value to later resell. If your ideal SEO domain name is available on a standard platform it doesn´t always mean it´s “new”.
It´s worth checking the history of the name or asking a professional SEO company to do this for you to make sure you are not buying a domain with problems or a previous bad reputation in the public view or indeed in the eyes of the search engines.
How can I buy expired domain names?
There are multiple sources of expired domain names which are available on the free market or through brokers/agents because they have been snapped up by savvy experts to resell. We can´t recommend one source over another but feel free to contact us and we can help you in researching the best options for your business.
Can I use a domain name thats used in another country or with a different TLD?
This depends on a number of things. If a business owns a global trademark you could hit legal issues if you try and copy their name. Likewise, you could create confusion for users and indeed search engines. It´s best to consult with experts. We can organise legal checks as well as SEO checks with out network of experts to give you the best advice. Where possible, try to think of an SEO domain name that does not cause any confusion or possible conflicts.
How do I protect my brand integrity? Should I buy multiple TLD versions?
This comes down to you but if there is availability and it is within your budget then it can be a good idea. For example, if you are in the UK and buy yourdomain.co.uk, adding yourdomain.com and maybe .info and .net can prevent others from snapping them up. Discuss it with experts and get the best opinion.
I´ve bought a domain name with one provider, can I host my website with another?
Yes, absolutely! You, or your provider or SEO company can organise to keep the domain name where you have it registered if you wish to do this and then simply point it to the server hosting your website. This would usually be done by changing the nameservers or by changing other DNS settings depending on factors like where your email is hosted etc. Reach out to contact us for more information without any obligation.
My website designer has said they will register the domain, is this ok?
Most website design companies will offer this service. Our strong advice however is to ask for it to be registered into your name so you retain complete control. There may be some situations, like for example with our pay monthly website packages where the host/designer will retain ownership as you are effectively renting it from them but in all other cases it´s best to have the registration put into your name even if your web designer has full access to it.
We give all customers who buy a website or domain from us the full registration certificate, details of where it is registered and also the international transfer secret code so you always have full control.
