Choosing and checking domains for better SEO

Think of your domain name as both your website’s unique address and a critical building block for your search engine visibility. In other words, domain and search engine optimization are like a lock and key for online ranking: a well-chosen domain is easier for people to remember and can help you climb higher in search results. Major search engines, such as Google and Bing, pay close attention to how user-friendly your site is, right from the URL. They reward those who prioritize visitor convenience with better search engine results page (SERP) placement.

It’s no surprise, then, that experienced marketers treat domain selection almost as seriously as naming a brand. In this article, we’ll walk you through the key principles for choosing and checking a domain name, so that you can give your website the best possible start for long-term success.

Domain name structure

A domain name is divided into three components or levels. Each level contains valuable information about the website, the region in which it is promoted, and its service class.

Top-level domains

Domains of the first level are also referred to as top-level domains (TLDs). The TLD name example above, “com,” illustrates that the first-level domain always comes last, following the final dot. 

In the last quarter of 2024, there were 362.3 million TLDs registered in the world. TLDs play a crucial role in branding, SEO, and audience targeting. Search engines use them to assign their ranking weight, while users psychologically associate certain TLDs with trust and credibility.

Types of TLDs and their SEO impact

Let’s review some of the main types of TLDs and how they affect SEO.

Generic top-level domains (gTLDs)

Generic TLDs are perhaps the most common type of first-level domain. We are all accustomed to seeing them in domain names and URLs when copying and pasting those into the search engines’ address bars.

Top-level SEO domains are not tied to any specific geographic area and are ideal for global usage. Here are a few examples you should quickly recognize:

• .com – preferred by businesses and commercial sites. (e.g., Namecheap.com)
• .org – used mainly by nonprofits and various organizations (e.g., UNO.org).
• .net – used broadly by businesses and non-governmental organizations (NGOs) but traditionally reserved for network-focused services (e.g., Speedtest.net)
• .info, .biz, .online, .tech, .store, etc. – newer gTLDs widely utilized by specific industries or functions (e.g., Music.biz, Travel.info).

SEO insight: Search engines make no particular distinction between gTLDs. However, users tend to treat .com as a bit more trustworthy, which leads to higher CTR (Click-Through Rates) and higher ranking. 

2. Country code top-level domains (ccTLDs)

This type of TLD is geographically tied to a specific country or region. It tells a search engine that a specific address is meant for a location-specific audience. Users can also quickly understand the country to which a given ccTLD belongs.

For example:

• .uk (United Kingdom).
• .de (Germany).
• .fr (France).
• .ca (Canada).
• .au (Australia).

SEO insight: Country code TLDs (Top-Level Domains) rank differently in country-specific searches. For example, a domain with a .au extension will rank better in Australia but significantly worse in the USA.

3. Reserved and industry-related TLDs

Last but not least, this type of TLD is niche or industry-specific. Often referred to as “reserved” TLDs, these first-level domains are used by specific types of institutions. For example:

• .edu – derived from the word “education,” these TLDs are used by educational institutions (e.g., BYU.edu).
• .gov – derived from the word “government,” these are reserved for governmental bodies and government websites (e.g., NASA.gov).
• .health, .finance, .news, .law, .design, .shop – industry-related TLDs (e.g., MayoClinic.health, Figma.design, Handmade.shop).

SEO insight: While these TLDs trigger search engines’ algorithms that enhance authority within a niche, for users, they may be a bit confusing and less familiar than the other two types of TLDs. 

Second-level domains or “site name”

The second-level domain (SLD) or site name is written before the TLD. It should be the same or very similar to your brand name, as users will associate it with your business or organization.

For example, in the URL www.namecheap.com, Namecheap is the SLD. 

You should devote sufficient time and effort to selecting a second-level domain, as it bears the most pronounced semantic and visual impact in website promotion. 

Key characteristics of an SEO-friendly SLD

• Short and memorable – succinct and familiar SLD names (10–15 characters) are easier to remember. A short and memorable SLD also opens up many more perspectives on guest posting websites for brand awareness and link-building.
• Brandable and unique – from the brand awareness and visibility perspective, it is best when SLDs are unique and repeat or even simplify brand names (in case those are too long).
• Easy to spell and pronounce – check if your SLD is easy to pronounce or is a mouthful. By using simple, phonetic words in your SLD, you make it more shareable in conversations.

SEO insight: When optimizing a domain for SEO, aim to include high-ranking keywords in your SLD. To research and identify the top-ranking keywords in your industry or niche, utilize SEO tools such as SEMrush, Ahrefs, or Moz.

Third-level domains, also known as subdomains

A third-level domain name (or subdomain) is a prefix that precedes the primary/second-level domain name. They are separated from each other by a dot. 

For example, in the site name landing.marketing.com, the word “landing” is a third-level domain.

Subdomains are created by the user for free and can be used for any industry or geographic region within the upper domain zone (.com). The advantage is that you can create as many third-level SEO domains as your hosting provider’s disk space allows.

Why use subdomains?

Have you ever wondered why anyone would want to complicate their web addresses using subdomains? In practice, subdomains are widely used by businesses for a variety of good reasons:

• Segment content – subdomains help differentiate content sections, such as blogs, regional sites, or support pages (e.g., support.example.com, it.example.com).
• Improve navigation – they help users navigate a website by offering a clear structure, which is especially useful for large sites with multiple pages (e.g., shop.example.com for an eCommerce store).
• Host microsites or landing pages – allow the creation of dedicated pages for marketing campaigns and promotions (e.g., promo.example.com).
• Optimize for SEO – subdomains enable targeting specific audiences through the use of tailored keywords adjusted for user intent.

SEO Insight: It’s too risky to rely solely on free domains for website promotion. Search engines often distrust them, meaning lower natural ranking growth for your website. Instead, use subdomains to promote specific services or products, like promo.yourbrand.com or support.yourbrand.com.

Checking & choosing an SEO domain name guide

The choice of a domain name is influenced by several factors, including region, meaning, brand name, ease of understanding and recall, personal preferences, and others. The simpler the domain name, the higher the likelihood that users will return to your website. 

But how do you choose the right domain name? This is a concise, step-by-step guide on how to select the right domain for SEO.

1. Define your brand and purpose

Your domain name should reflect your brand, which depends on your business goals and purpose. Therefore, having a clear definition of your brand and business purpose is an essential step in this process:

• The brand name and purpose must clearly reflect your products and services.
• They should be easy to pronounce and remember.
• Defining a purpose is typically done through the formulation of the mission, vision, and values.

2. Brainstorm brand name ideas

When choosing a brand name, it’s better to think twice and cut once. In other words – time is on your side, spend as much of it as you need, as the consequences of choosing a bad brand name might be catastrophic.

In doing so, consider the following:

• Brand-based names – prioritize reflecting your brand name in your SEO domain name. If available, use your brand name verbatim. However, if it has already been taken, consider simplifying, modifying, or extending it, but make it phonetically similar.
• Keyword-based names – include the main keywords relevant to your business or industry (if your brand name is already taken as a domain name).

3. Check domain availability

Once you have selected a suitable domain name, conduct a domain SEO analysis by checking its online availability. The simplest way is by searching on Google. However, a more accurate and detailed check can be done with the help of specialized domain-checking tools, which can do the following:

• Reliably check if a brand name is available;
• Suggest domain names (essentially, brainstorming with you).
• Provide variations if your domain name is already taken.
• Allow you to securely transfer and manage your website.
• Ensure domain privacy.      

4. Check domain history

Even if you think you’ve found the best SEO domain name on Earth, don’t immediately rush and register it. Do yourself a favor and check the domain’s history to make sure it wasn’t taken before. 

If it has a questionable history, search engines may penalize it, making your future SEO efforts extremely complicated.

5. Register and protect your domain name

Registering a domain is the final and critical step in the process. Choose a domain registrar with all-around domain maintenance and support services. The latter must include:

• WHOIS privacy protection;
• Domain locking feature to prevent unauthorized domain transfer by adversaries;
• Two-factor authentication (2FA) for your domain account;
• DNS and VPN services.

Choosing a domain name for SEO: 7 practical tips

Choosing a domain name is an art of imagination and strategizing. There is a well-known saying that underscores the importance of this process: “Call it right, and it will grow right.” 

These seven final practical tips will help you stay on the right track:

1. Keep it short and memorable – A short domain is easier to remember, pronounce, and write. 
2. Align with brand name – The domain name should echo the name of your brand, company, or project.
3. Avoid ambiguous meanings – Ensure that the domain name does not contain ambiguous words (e.g., the domain name mercuryservices.com could mean the planet, the metal, or the car brand).
4. Ensure uniqueness – Don’t repeat any existing brand names verbatim or phonetically.
5. Be cautious with generic words – Vague names like “healthservices1” and their combinations can nudge your customers to visit competitor websites.
6. Use numbers for clarity – The longer the domain name, the higher the risk that the user will miswrite it. The domain name for SEO can be shortened using numbers. For example, the website of a 24-hour food delivery service could be accessed at meal24.
7. Limit special characters to maintain simplicity – Do not use more than two types of characters in a domain (e.g., go2-travel4life.biz contains too many numbers and a hyphen, making it hard to read and remember).

Your domain is your forever home

Choosing a domain name is like choosing a name and an address for your physical store. It’s that important. Come up with a bad name, and people will have a hard time remembering both the name of your store and its location.

Once your domain is locked in and your site is live, your SEO journey is just beginning. Ongoing success depends on how well you maintain and optimize your site after launch. Be sure to explore our essential checklist of 13 key ways to maintain your website post-launch — it’s your next move toward building a thriving, long-term online presence.