Many people think that a URL should reflect the business name in order to create maximum brand awareness. However, there is another, arguably more important, purpose a URL could serve: searchability.
Let’s take the example of a fictional Milwaukee coffee house called Gigi’s Corner. The owner may make the intuitive domain name choice of gigiscorner.com and there is nothing wrong with that. However, Autumn Consulting would recommend the purchase of an additional domain name for the same website: bestmilwaukeecoffee.com.
- Google places high importance on the domain name when it assigns rankings
- People are likely to search for “best Milwaukee coffee”
- Currently, the first four URLs that come up in Google do not belong to a Milwaukee coffee house, so the prime spot will be easy to claim
Descriptive domain names are an easy way to clarify marketing messages, improve search rankings and outdo competitors in organic search marketing.