Ultimate List of Criteria: How to Choose the Best Domain Name

Stick with .com Extension (If You Can)

This should be a no-brainer by now, but many people keep neglecting this very crucial part. It is an undisputable fact that the .com extension is the number one choice and the most used and trusted extension online. You may be tempted or misled by advertisements to go with an alternate extension, particularly the so-called new extensions like .link or whatever, but do yourself and your audience a favor and choose the .com that everybody knows and trusts. If you absolutely must deviate, then go with the next best choices of other established extensions such as .org and .net. If you're a tech-oriented site, you could consider the .io extension since it has gained popularity in recent years. Just know this: In the vast majority of cases, you will lose some portion of user traffic if you opt to go with anything other than .com.

Shorter Is Better

Did you know the DNS system allows domain names to be up to 63 characters? That's amazing! But really, your domain name shouldn't be very long. The longer the domain name, the more difficult it is to remember and the more likely it is that people will misspell it and land somewhere else. There is no fixed rule as to how many characters your domain name should have, and you shouldn't necessarily compromise the quality of a domain in terms of relevance to your business, just to keep it short, but it is important to keep in mind that length does matter.

Bear in mind, that your domain name will likely also be used as your website email address, and you really don't want an address like Support@muchtoolongdomainname.com.

Easy to Pronounce and Spell

Often referred to as "the radio test," this is also a very important rule when choosing your domain name. Consider how likely it is that listeners on the phone or on podcasts will understand when your website name is mentioned, and how likely it is they will know how to spell it. Traffic leakage due to typos is a real problem and you should not ignore it. Pronounceable = Memorable.

Keep in mind, the word count and the number of syllables in your domain name also make a difference. Here as well the rule is - Less is more.

Avoid Typos - Latest Trends Will Likely Pass

You would think this is needless to say, but in light of some misguided trends, it isn't. Unless you have an advertising budget similar to Fiverr's (and even then) you better stick to the correct spelling. This is increasingly important as audio usage is rising (e.g., Alexa/Siri etc.). Fun Fact: Fiverr also owns the correct spelling Fiver.com and redirects it to their Fiverr.com site.

Check the Name in Other Languages

This is one very important rule that unfortunately gets skipped too many times, with some unfortunate consequences. Examples. Even if you don't plan to expand beyond your village, it is advisable to recognize that most likely your internet presence could speak to various audiences and you do not want to use a name that has negative or embarrassing connotations.

Check Current Usage of the Name

Search Engine Results

One of the first things to do when considering a name for your website should be to google it (or bing it if that's your thing). See what comes up. If a term is heavily used or branded you will have a hard time competing for that term. Tip: Search your phrase with quotation marks to narrow the results to the exact match phrase.

Research Trademarks

To avoid a legal conflict, perform a trademark search. This will help you assess the risk of using a name. Especially if a trademark exists in the same industry/product, or in your local area, you should probably find something else.

Avoid Hyphens and Numbers

Nobody likes dashes in a domain name unless you're in Germany. If you use a hyphenated domain name because somebody else is using the one without the hyphen, you will absolutely lose a lot of traffic to the other guys. Users tend to forget or even not notice that you have a dash in your domain name. The same goes for numbers, unless yours are as memorable as 888.com.

Avoid Repeat Letters

When combining two or more words, it is best to refrain from repeating letters, i.e., the second word starts with the same letter as the last letter of the first word, especially if one of the words has double letters, for example, SpotTriangle.com or worse SuccessSite.com. This creates confusion and is more likely to result in typos. Furthermore, it will be more difficult to pronounce your domain name. Note: Sometimes the letters do not repeat but as far as pronunciation is concerned it's still a problem because the last letter of the first word is not pronounced, like in LikeCat.com.

Check Alternate Reading

Another consideration when combining two or more words inside a domain name is potential alternate wording that could be formed in the process, in which case you want to make sure the alternate words are not confusing, or worse. Consider, for example, topornaments.com.

Consider Future Expansion

This is a somewhat tricky one. On the one hand, it can have a positive effect to choose a niche domain to target specific audiences. However, most times you can achieve that by using relevant long-tail keywords inside your content and choosing a wider name will leave room for additional offerings as your business evolves.

Don't Outsmart Yourself

A very common mistake is getting too clever for your own good. You might find yourself falling in love with an obscure made-up name because you think it perfectly combines several aspects of your brand. Or you happen to know the existence of an actual word that nevertheless nobody else outside your club knows or uses. You have to realize that most likely you'd be doing yourself a great disservice by choosing such a name. Remember, it's more about your audience than it is about you, and most likely nobody cares about the intricate ways that led to your name choice.

Generic Keywords Vs. Brandables

There's a case to be made for why the usage of your target keywords inside your domain can be helpful. Truth is the choice of generic vs. brandable cannot be determined generally for all use cases and a more in-depth analysis would be necessary to determine what's right for you. However, generally speaking, the advantages of a good brandable domain typically outweigh the pros of keyword domains. A brandable domain acts as a differentiator from others and gives you that important uniqueness. Furthermore, it will more likely enable you to expand your offering in the future. Often, companies will have one main brandable domain and additional generic keyword domains that act as additional traffic sources.

Singular Vs. Plural

When choosing between a singular or plural form of your domain name, consider the implications of each. Singular names can sometimes be clearer and more direct, while plural names might imply a broader range of services or products. However, be cautious of potential leakage—users might confuse the singular form with the plural or vice versa, leading to lost traffic.

Additional Considerations

• Recognizable TLD: Mention leakage and the importance of using a .com for recognition as a URL rather than being confused with social handles.
• Memorability: Easy to spell and pronounce; pass the radio test.
• Aesthetics: Avoid hyphens and numbers.
• Language Check: Ensure the domain doesn't have negative connotations in other languages.
• Historical Check: Research the domain's history to ensure it wasn't previously used for something negative.
• Trademark Check: Ensure your domain doesn't infringe on existing trademarks.
• Defensive Registration: Consider registering common typos of your domain to protect against traffic loss.

It is quite unlikely that you will find a name that completely fulfills all of these criteria, so you will often need to prioritize. The value of each criterion is relative. Consider the possible aesthetic attractiveness of a different extension, which nevertheless is in opposition to the more important rule of recognizability and prevention of confusion.

Conclusion

Choosing the right domain name is a critical step in establishing your online presence. By considering these factors and prioritizing what's most important for your brand, you can select a domain that will serve you well for years to come. Remember, your domain is more than just a web address—it's a key part of your brand's identity and can significantly impact your online success.

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