How to choose a domain that works for SEO

Choosing a domain feels like a small technical task, but it is one of the few decisions that is awkward to undo. Changing it later means redirects, a temporary dip in visibility and reprinting everything with your address on it. Here is what we advise.

Keep it short and easy to say

If you have to spell your domain out every time you say it, it is probably too complicated. Short names are easier to remember, type on a phone and fit on a van, a card or an advert. Aim for something people can repeat after hearing it once.

Make it brand first, keywords second

A domain that includes your trade or location can help people understand what you do at a glance, for example a plumber in Leeds including both words. But keywords in a domain are a small signal today. A distinctive brand name that people remember and search for by name usually serves you better over time than a clunky string of keywords.

• If you serve one area, a location word can help local customers.
• If you plan to expand to new services or areas, a name tied too closely to one of them may box you in.
• Avoid names that read as spam, such as long strings of repeated words.

Choose the extension for your market

Pick the extension your customers expect. For UK businesses, .co.uk or .uk usually feels natural and local. In Australia, .com.au signals that you are an Australian business. A .com is a good option if you plan to work internationally. Less common extensions can work, but they may look unfamiliar to customers and are easier to mistype.

If the extension you want is taken, consider a slightly different name rather than a strange extension, and check that nothing confusingly similar is already operating in your field.

Avoid hyphens and numbers

Hyphens and digits cause confusion when your address is spoken aloud. Does “4” mean the number or the word “for”? Is there a hyphen between words? Every bit of confusion is a customer who might land on the wrong site, or on a competitor’s. Plain letters, one clear spelling.

Check before you commit

1. Search the name. Make sure no similarly named business could be confused with you or has a trademark you might run into.
2. Check the history. A domain that was used before may carry spam links or a poor reputation. It is worth looking at what was on it before you buy.
3. Check social handles. Matching usernames on the platforms you use make your brand easier to find.
4. Say it out loud. Read it to a friend over the phone and see whether they can write it down correctly.
5. Register it promptly, and put it in your own name or your business name so you control it.

Own your domain

This point is often missed. Your domain should be registered in your name, with your email as the contact, even if someone else manages your website. We regularly see businesses locked out of their own domain because a former provider registered it for them. Keep the login details safe and set it to renew automatically.

If you already have a domain

Do not change a working domain just for SEO reasons. If your current name is already known to customers, the cost of switching usually outweighs the benefit. Focus on the things that matter more: your content, your site speed and your Google Business Profile.

Where to go next

If you are planning a new site, our quick websites include help getting your domain set up properly. And if you are unsure whether your current site is helping or hurting your search visibility, a paid audit will tell you. For ongoing hosting and security, see our website care plans.