How do you choose a domain name and does it affect SEO?

Imagine that you are in the middle of a crowded street, looking for a particular establishment. Among hundreds of colourful signs and eye-catching advertisements, you need to find that one place that offers exactly what you need. In the world of the internet, your 'signboard' is your domain name. This is basic and one of the first things a start-up company taking its business online must take care of.

From the outset - what is a domain?

Domain is a unique web address that identifies a specific place on the web, allowing users to access a particular website. It consists of two main elements: the name and the extension.

What is the difference between a domain and hosting?

Imagine you want to open your own café. The domain and hosting in the online world can be compared to certain elements involved in running this café.

A domain is like the address of your coffee shop. This is the unique name by which your café will be known and under which customers will find it. For example, if your café is called 'Aromatic Café', the domain name could be 'aromatycznakawusia.co.uk'. With this name, people will know where to find you.

Hosting is like the building in which your café is located. It's the space where you store all your essentials - furniture, brewing machines, coffee beans, etc. Without the building (hosting), your coffee shop could not physically exist, even if it had a great name (domain).

To sum up:

• The domain (cafe address) allows customers to find your cafe online.
• Hosting (cafe building) is the space where you store all your websites, photos, texts and other data.

Why is a domain name important?

A domain name is a user's first contact with your brand online. It is more than just an address URL; it is the foundation of your online identity. A well-chosen domain name can build trust, enhance your brand and make it easier for users to remember your website. But most importantly, it can also indirectly affect your SEO.

How is the domain structured? 

Before we give you a hint of what the ideal look should be like domain, it is worth remembering how it is structured.

The domain consists of:

• protocol (http or https - depending on whether the site is certified SSL)
• subdomains, i.e. www
• proper name
• the domain extension (e.g. the national ending .pl)

What domain extensions are available?

A Top-Level Domain (TLD) extension is the part of an internet address after the last dot, e.g. .com, .pl, .org. There are many different types of extensions, which can be divided into several main categories:

Generic domains (gTLDs)

• .com - the most popular extension, used mainly by companies
• .org - typically used by non-profit organisations
• .net - Internet-related entities
• .info - news services
• .biz - business domains

Country domains (ccTLDs)

• .pl - national domain for Poland
• .de - country domain for Germany
• .fr - national domain for France
• .uk - country domain for the United Kingdom

Regional domains

• waw.pl - domain for Warsaw
• szczecin.pl - domain for Szczecin

New generic Top-Level Domains (ngTLDs) 

• .tech,
• .io,
• .shop,
• .store

What should the domain name be?

• short and catchy
• easy to remember
• containing keywords important to the company (keyword domain type)
• including a brand name (branding domain type)
• without hyphens

How does a domain name affect SEO?

Wondering why a domain name is even important in terms of SEO? It's simple! A good website name will increase the number of visitors and improve visibility, as web users looking at it will immediately know what the site has to offer.

One of the most important aspects of SEO is the use of keywords. Including relevant keywords in your domain name can help improve your position in search results. For example, if you run a shoe shop, the domain 'wloskiebutyonline.co.uk' may be more effective than 'supersklep.com' because the visitor and potential customer will immediately know what you specialise in.

Is the domain name a Google ranking factor?

In 2020, leading Google specialist John Mueller revealed that keywords in domain names no longer play a role in determining search result rankings.

Responding to a question on whether keywords in domain names affect rankings during Ask Google Webmasters, he said: "In short, no. Having a keyword in a top-level domain doesn't give you any special bonus." However, this does not mean that domain names are irrelevant. They are simply not direct ranking factors.

The choice of domain name can be an important aspect of UX and public image. The domain name should usually be the most recognisable aspect of the company.

Using keywords in your domain does not help your search ranking; however, if your branding is heavily focused on a particular service or product, including a keyword in your domain can help users understand what you do at a glance. A carefully placed keyword can also help attract an audience that may convert.

Don't be afraid to use a keyword if it is highly relevant or part of your branding.

Bottom line: a domain name has no direct impact on Google ranking, but it does give experienced online marketers the opportunity to reflect brand value and create a more positive user experience.

Suffix .com or .pl - which is better in terms of SEO?

Both .pl and .com are domain name extensions. The main factor in choosing one or the other comes down to location.

.com domains are designed for global sites and global companies. Any company from anywhere in the world can use .com at the end of its domain name.

.pl websites are associated with Polish companies. Although any company in any location can use .pl, the domain is nevertheless most useful for companies that want to attract a Polish audience.

Some experts argue that from an SEO point of view, .com, .net and .org domains are the most due to other issues. In addition to losing a huge percentage of traffic typed in by people who know the company name but not the domain name, the use of a less familiar suffix (e.g. .info) makes it more difficult to positioning sites, as less well-known TLDs are more frequently used by spammers.

To sum up, if you have a business targeting the international market, a .com domain would be better. On the other hand, if your business is focused on Poland, it is worth choosing the .pl extension.

When choosing a domain for your business, consider all factors!

Choosing a domain name is a crucial step in building your online presence. It's not just a URL, but the foundation of your online identity, which can significantly affect the overall user experience. Remember that your domain name should be short, easy to remember, unique and contain relevant keywords if they are relevant to your business.

Although keywords in a domain name are no longer a direct ranking factor in Google, they can help users understand what your website does. Choosing the right domain extension, such as .com or .pl, also matters and should be tailored to your business goals and target market.