Brandable vs Keyword Domains: How to Choose the Best Domain Name for SEO and Branding
Published: 16 Oct, 2023

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Choosing the right domain name is crucial for any business. Two popular approaches are using brandable domains that are short and memorable versus keyword domains that target search traffic. But which strategy is optimal for success? This comprehensive guide examines the pros and cons of each and offers tips to find the best fit.

Brandable Domain Names

A brandable domain name is catchy, unique and enhances your company identity. Brandable domains aim to be memorable and establish your brand, rather than target specific keywords.

Benefits of Brandable Domains

Here are some advantages that short, brandable domains offer:

  • Memorability - Easy to remember and tell others.
  • Brand building - Reinforces brand identity and recall.
  • Any industry - Suitable for blogs, services, ecommerce, etc.
  • Evergreen - Not reliant on specific trends or keywords.
  • Trust - Short domains feel more professional and legitimate.
  • Flexible - Allows changing niche focus if needed.

Brandable names provide long-term flexibility and awareness.

Examples of Brandable Domains

Some real examples of successful brandable domains:

  • Slack - Team communication tool.
  • Canva - Graphic design platform.
  • FlexJobs - Job board for remote/flexible work.
  • Mint - Personal finance app.
  • Robinhood - Investing and trading app.

Each sparks intrigue and conveys the brand creatively.

Tips for Choosing Brandable Domains

Follow these tips when brainstorming and assessing potential brandable domains:

  • Short - 1-2 words or blended words work best.
  • Easy to spell - Avoid confusing spellings.
  • Evokes emotion - Aligns with your brand identity.
  • Unique phrase - Stands out from competitors.
  • Keyword hints - Lightly weaves in relevant terms.
  • Common TLDs - .com, .net most recognizable.

Run any ideas by target users to test resonance and feeling.

Keyword-Rich Domain Names

In contrast, keyword-rich domains explicitly contain your main service, product or industry terms right in the URL. The focus is direct search visibility rather than catchiness.

Benefits of Keyword Domains

Here are some potential upsides to using keyword-focused domains:

  • SEO value - Signals relevance for higher rankings, especially early on.
  • Clarity - Immediately conveys what the site is about.
  • Easy to find - Ranks well for brand and product name searches.
  • Reader intent - Visitors expect relevant content.
  • Competitive analysis - See what high-traffic keywords sites are targeting.

Keyword domains provide built-in SEO strength when used properly.

Examples of Keyword Domains

Some examples of successful keyword-based domains across niches:

  • Investopedia.com - Investing and trading education.
  • DogBreedInfo.com - Information about dog breeds.
  • MattressReviews.net - Mattress reviews and comparisons.
  • ClockRepair.biz - Clock repair services.
  • AnchorageRealEstateListings.com - Anchorage real estate site.

Each domain directly describes the topic and focus.

Tips for Choosing Keyword Domains

When evaluating keyword-rich domain options, keep these tips in mind:

  • Relevant keywords - Laser-focused on your niche with major keywords.
  • Avoid over-optimization - 1-2 keywords ideal; 3+ feels spammy.
  • Exact match domains - Use your core focus keyword phrase exactly.
  • Location modifiers - Add city/state to optimize for local SEO.
  • Common questions - Matches high search volume informational keywords.
  • Industry identifiers - "AutoRepair" rather than just "Repair".

Run keywords through keyword research tools to assess volume and competitiveness.

Brandable vs. Keyword: How to Decide

So when choosing a new domain, should you go with a creative brandable name or keyword-rich domain? There are a few factors to consider.

New Sites Benefit From Keyword Domains

For new websites with minimal authority, keyword domains can provide a boost in early rankings. Once you build authority, the domain becomes less crucial.

Brandable as You Grow, Keyword for New Sites

A good compromise is starting with a keyword-focused domain for SEO strength, then migrating to a brandable domain as you establish authority.

Memorable Branding for Consumer Sites

For consumer-focused sites trying to engage visitors, a catchy brandable name can better attract and convert traffic once found.

Evaluating an Existing Domain Name

If assessing an existing domain, look at current traffic levels, backlinks and search visibility. Changing may lose existing equity.

Set Expectations Around Enforcing Trademarks

Brandable names are easier to trademark but may require more enforcement against copycats. Generic keywords are harder to own exclusively.

There is no one right answer. Assess your goals, target audience and growth stage to strike the ideal balance.

Tips for Choosing an Optimal Domain

Regardless of which approach you take, follow these best practices for domain name selection:

  • Brainstorm extensively - Create a big list of creative options and keyword ideas to assess.
  • Check availability - Verify domain availability as you go to avoid falling for unavailable names.
  • Test it out - Get unbiased feedback from target users on feelings invoked.
  • Assess memorability - How easy is it to spell and remember? Fun tests can gauge this.
  • Mind SEO value - Consider a happy medium that retains keywords but feels brandable.
  • Evaluate competition - Search for sites targeting similar domains in your space.
  • Set up alerts - Be notified if expiring domains become available in the future.

Taking the time upfront to find the perfect domain pays dividends in trust, branding and SEO.

Frequently Asked Questions About Brandable vs. Keyword Domains

Here are answers to some of the top questions people have about choosing between brandable and keyword domains:

What makes a domain name brandable?

Short, memorable phrases that are easy to spell. Elements like alliteration, evocative words, rhyming, puns, and unique blends create brandable names.

What is an exact match domain?

An exact match domain precisely matches a high search volume keyword phrase, like BestMattressRatings.com. This signals strong relevance to search engines.

Can I rank a brandable domain that has no keywords?

Yes, a brandable domain can rank once it builds authority through quality content, backlinks, engagement, etc. But it may take longer to gain traction than a keyword domain when starting out.

What are the risks of using a keyword-rich domain?

Over-optimization with multiple keywords looks spammy. Google also may not give keywords in the domain as much weight for rankings as in the past. And it locks you into specific terms.

How do I come up with a creative brandable domain name?

Brainstorm evocative words, rhymes, alliteration, blends, misspellings, suffixes/prefixes, and more. Get feedback from target users on what piques interest and aligns with your brand identity.

The perfect domain combines branding power with SEO strength. Evaluate the pros, cons and your specific goals to strike the right balance between a brandable and keyword domain name.