Domain Names Impact Social Media and SEO

The choice of a domain name has a profound influence on nearly every aspect of a website. Areas of social media marketing and search engine optimization are no exception. You could say that selecting the domain name is like putting down the cornerstone of your whole online presence. So, when you weigh your options, the guiding light should be the goal of attaining a higher search engine ranking as well as to drive social media engagement.

The game has changed

For years, picking a domain name containing a targeted keyword has been a common practice. SEO strategists would purchase exact match domains (EMDs), which made sense because the keyword phrase in a domain name was a ranking factor. Besides, its presence encouraged other webmasters to include it in the anchor text when linking. Nowadays; however, it is obvious that overly generic domain names and those that are too reliant on keywords lose their value.

Likewise, businesses that use promotional and spammy domain names shoot themselves in the foot: They undermine the precious reputation and undermine user trust. Thus, it is preferable to steer away from hit terms and keywords such as “cheap,” “best,” “amazing,” etc. On the other hand, premium domains perform rather well, especially descriptive names in niche industries and keywords that depict a unique product or marketplace.

Brand juice  

As for brand names, they are still a safe bet. Namely, a domain name is how users find, remember, and share your company or organization online. When it consistently appears on pieces of digital real estate, from the corporate website to social media profiles, the brand recognition and awareness is reinforced. At the same time, a brandable name is much easier to link socially. It also helps that Google adores and recognizes brands, indexing their pages eagerly.  

So, it does not come as a surprise that according to recent estimates, brandable domains not only allow businesses to build trust and credibility, but also bring benefits in terms of click-through-rates (CTR) on ads and SERP listings. A positive effect translates to lead generation as well. After all, trust is what prompts users to embark on a buyer’s journey and spread word of mouth. The trick seems to be in keeping the name memorable, short, unique and brand-related.

Gaining prominence

Beyond following these basic principles, it also pays off to do thorough research. Google’s keyword tool is one of the resources you can use to figure out a search volume for a particular domain name. In other words, you have a valuable opportunity to play it safe and determine how often relevant phrases and keywords are looked up by users. That way, you are not going ahead blindfolded, following little more than a gut instinct.

Furthermore, those who carry out digital marketing or build web scrapper might need to walk an extra mile and gain access to domain lists for crawling. There are various organizations that employ digital and big data tools to map active domains, verify each and every name, and update lists periodically.  Some of them also provide zone files that domainers need in order to conduct deep analysis or utilize custom-made tools.

In any event, strive to filter down your selection and make informed decisions. As a rule of thumb, you cannot go wrong with a mix of keywords and branding. Also, think in the long term and try to opt for a name that will grow together with your company. Finally, once you settle on a name, make sure to promote it across online channels, especially social media. You should be able to gain social traction and accomplish better search responses in one stroke.

Rise and shine

Selecting a domain name is one of the most imperative decisions people make in the cyber realm. It has a great impact on the website’s performance and ultimately, the bottom line. The brand-ability of a domain name should be a top priority as it represents the groundwork on which a business or personal brand stands. From there, one can foster a strong synergy between social networks and the website, making the most of the digital and social media marketing and rising above the competition.