How to Choose a Domain Name for SEO
Your domain name is your website's permanent address. While domain names are no longer a strong ranking factor on their own, the right domain supports your SEO strategy by being memorable, brandable, and trustworthy.
Domain Name Best Practices
| Factor | Recommendation |
|---|---|
| Length | Short — ideally under 15 characters |
| Extension | .com is best for global, .co.uk for UK-focused |
| Brandable | Unique, memorable name that people can spell |
| Keywords | Nice to have but not essential — brand > keyword |
| Hyphens | Avoid — they look spammy and are hard to communicate verbally |
| Numbers | Avoid — confusion between "5" and "five" |
| Spelling | Easy to spell — avoid unusual spellings |
Keywords in Domain Names
Google has reduced the weight of exact-match domains (EMDs). A domain like best-running-shoes.com no longer gets an automatic ranking boost. A brandable domain like ranknibbler.com works better long-term because it is memorable, unique, and builds brand recognition over time.
What to Avoid
- Expired domains with spammy history — check the Wayback Machine before buying
- Trademarked names — legal risk
- Very long domains — hard to type, hard to remember
- Obscure extensions — .xyz, .info, .biz have lower trust signals
Check your site: Run a free audit on the RankNibbler homepage — 30+ SEO checks with no signup required.
Last updated: March 2026