Keywords v. Brand: How to Choose Your Business URL for Best Search Results

One of the first question’s I’m asked by clients who are building their first professional website is this:

Should I use myname.com, or a title for my business that includes relevant keywords (primarycaremd.com), or another title that’s my brand but may not have any keywords in it (coolbrandname.com)?

The answer: It all depends on name recognition and whether your brand is memorable. If you have equity in your name—say, you’re a lawyer or doctor with an established local practice and a great reputation—then it’s valuable to put your name in your website url, because people will search for you that way.

Alternatively, you can choose a title for your practice that’s easy to remember (and spell!), and include your name in your title tag (the phrase that shows up on a search engine result page, or SERP ) as well as a keyword-rich description of what you do.

Here’s a good explanation of how title tags work in search by Jill Whalen, CEO if High Rankings in Boston.

If you’re choosing between a keyword-rich domain and a brand domain that’s easy to recall, it’s a toss-up for search rankings—but a memorable brand in a crowded field of experts on the same topic, instead of a keyword-laden domain, probably works best.

Matt Cutts, head of Google’s Webspam Team, explains in this short video:

A strong, memorable domain name and relevant keywords are critical for good search results. But remember—the most important element of effective search is excellent content in your site. And it’s much easier to figure out the right domain name and keywords after you’ve done the research to identify your target market and created client-centered content that speaks to their needs and concerns.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Tags: , , , , , ,

Leave a Reply