You have probably, by now, picked up on the fact that I salivate at the sight of a good keyword domain with a business built on top of it. That’s not to say that a keyword domain is an easy answer to business success. It’s simply just the type of name I favor and I have a solid list of reasons for that. We have all seen businesses on great keyword names die a painful death. On the flip side, there are businesses built on brandable names that are crazy, wildly successful.
It’s easy to see what goes into a good keyword domain and why a business might invest millions to have that category capturing name. But why do some businesses choose brandable names that are often made-up with no true meaning? In this round up, I’ve pulled together some brandable business leaders and presented them with the question: “Why a brandable name over a keyword domain for your business? “ Here’s what they have to say.
Frankly, there are a million marketing agencies out there at the moment. And, there are about a billion digital marketing agencies. A premium keyword domain doesn’t really help the consumer tell the wheat from the chaff anymore. We went with something brandable because it is memorable. And, more importantly, because we could brand our agency philosophy.
A premium keyword domain would tell people what we do, but it wouldn’t say anything about why we do what we do. And why we do what we do is more important to us.
That doesn’t mean that no research went into our domain. Our process was to go through expired domains that had some established site in the past, with some backlinks, and some off-site SEO features that we could leverage, but that we could also be creative with to build a brand on top of.
MARCOM Director, Jusk Media
We used a brandable name because we publish a lot of videos and were convinced that this would help us stick in the mind of consumers. Given just how much content is out there, we wanted to stand out from the very beginning by selecting an interesting and creative name for our business.
Founder & CEO at RIZKNOWS LLC
In 2019, building a strong brand online is now required to build trust with potential customers. If you publish exceptional content, your brand will also be viewed as an authority in your niche. Having a strong brand name is better than a keyword phrase that any company can use and possibly rank for.
V. Michael Santoro
Co-Founder, Vaetas, LLC
We wanted to be different. There is a lot of competition in our industry that tend to all use the same keywords. We wanted our brand to differentiate us right from the start. Also – we didn’t believe in paying thousands of dollars upfront for a pre-purchased premium keyword domain.
A brand name like Devetry was easier to register a domain for, easier to rank for, and arguably more memorable than a keyword-focused domain would have been. While there may have been some minor SEO value in choosing a domain like “DevetrySoftwareDevelopment.com”, it would have been harder for clients to remember precisely and more frustrating to type into a browser. Besides, even though keywords in domain names might still be a relatively strong semantic signal and ranking factor, Google is getting pretty good at understanding what a page is about without overt signals like that. A company like ours should be able to rank for “Denver software development” without any of those terms in the domain name itself, if you’re kicking ass in other ways.
I have my opinions but I’d love to hear yours. Let me know what you agree or disagree with on this topic.