Choosing a domain name is anything but easy. Not only does it need to be short, catchy, and memorable, but it should also appeal to search engines. For example, an overly promotional domain like interestfreeloans.net may appear scammy and make it harder to climb Google’s rankings.
The domain age, length, and extension all matter from an SEO perspective. The included keywords? Not so much. “You don’t get a special bonus like that [higher rankings] from having a keyword in your top-level domain,” said Google’s Senior Webmaster Trends Analyst John Mueller in a video interview.
First, decide whether you want to register a new domain name or buy an existing one. If you choose the former, run a domain search on Wix to see what’s available and a domain lookup. Purchasing an existing domain is more complex, as you’ll need to check its history for spam, scams, or illegal activities.
Not sure where to start? Here’s how to find an SEO-friendly domain that fits your brand.
Why Domain Names Matter for SEO
Exact-match domains (EMDs) were popular in the early 2000s, when Google favored websites with keywords in the domain name, such as “dogtoys.com.” That changed in 2012 with Google’s EMD update, which shifted the focus to content quality.
Today, some businesses still use EMDs, but primarily for branding. Think Food.com, Hotels.com, or Apartments.com. However, this practice has no impact on their search engine rankings.
One aspect that plays a small role in SEO is domain age. Though not a ranking factor, it may help improve your position in search results because older domains often have more backlinks and content, assuming the website is live.
On the flip side, an aged domain can carry penalties from previous misuse. In the worst case, it may have been blacklisted for violating Google’s guidelines.
Leaving these considerations aside, a domain name can indirectly influence SEO in several ways:
- Length: Short domains may improve brand recall, which can lead to higher organic traffic and click‑through rates.
- Readability: People are less likely to remember a domain name that’s hard to spell, and, in some cases, may perceive it as spammy.
- Domain extension: Some domain extensions are associated with spam, resulting in fewer click-throughs.
- Localization: If you’re targeting a specific region, using a country code top-level domain (TLD) like .de, .it, or .uk, can help you rank higher in local searches.
- Brandability: A unique and memorable domain name can strengthen your brand identity, driving repeat visits and customer loyalty.
- Hyphens and numbers: These elements can make a domain name harder to remember, affecting organic traffic. They may also confuse potential customers, who might end up on a competitor’s site with a similar domain that doesn’t use hyphens or numbers.
Note that having a keyword in your domain name won’t hurt SEO.
On the contrary, it can help users understand what your site is about, which may improve click-throughs. Just make sure you choose a relevant keyword that fits in seamlessly. A good example is “BobbleHeads.com” or “VisitCopenhagen.com.”
How to Choose an SEO Friendly Domain Name
A domain name can be brandable or descriptive, depending on your preferences and business goals. Brandable domains like Amazon or Wix don’t rely on keywords or explain what the company does, yet they perform well because consumers trust the brand.
No matter which path you take, these best practices will help you choose an SEO‑friendly domain name:
Choose Your Domain Extension Carefully
According to recent data, more than 158 million websites end in a .com domain. But, depending on your preferred domain name, you may not be able to secure the .com version.
The next best options are .net, .org, .edu, or country-code top-level domains, such as .de, .uk, and .us. Newer domain extensions like .io, .shop, or .agency are OK, too, as long as they align with your industry and type of business.
Beware that .ci, .zw, .sx, .mw, and other shady TLDs are associated with spam and cybercrime. Using them can undermine trust, discourage clicks, and ultimately hurt your traffic and search engine rankings.
Keep It Short and Simple
While there are no set rules on domain length, try not to exceed two or three words. URLs around 17 characters tend to perform better in search, but you can’t keep them that short when your domain name contains four or more words.
A clean, simple structure is just as important for both SEO and the user experience (UX), so you’ll want to avoid numbers, hyphens, and complex or hard-to-spell words. Here’s why:
| What to Avoid | Why It Hurts SEO & UX |
| Hyphens | Can make a domain name look spammyVisitors can accidentally omit hyphens and end up on another site (e.g., “fitnesszone.com” instead of “fitness-zone.com.”) |
| Numbers | Not great for brand recallCan lead to mistyped URLs |
| Double letters | Create confusion, which may result in misspellings Can be difficult to type on mobile keyboards |
| Complex or hard-to-spell words | If potential customers struggle to pronounce or spell your domain name, you might lose traffic and sales. |
| Keyword stuffing | Associated with spamMay deter visitors, resulting in traffic loss |
| Trademarked terms | Can lead to legal issuesGoogle may perceive your website as misleading |
| Ambiguous meanings | May confuse customers and hurt brand trustCan negatively impact website traffic and click-throughs |
Make It Memorable
If potential customers can easily remember your domain name, they’re more likely to revisit your site and recommend it to others. This can boost organic traffic, click-throughs, brand recall, and, ultimately, sales.
For example, “YouTube” is short and playful, blending two familiar words in an unexpected way. There’s no confusion on how to spell it or what it means.
“You” hints at user-generated content, whereas “tube” is an old slang term for “television.” Even in the early days, people instantly understood, “Oh, this is a place where I can put videos.”
Such details can make a domain name memorable. Think simplicity, clarity, and a touch of personality.
Pick a Reliable Domain Registrar
Last but not least, choose a reliable domain registrar like Wix. The quality of its services influences website performance and, consequently, your SEO efforts.
For instance, slow or unreliable DNS (Domain Name System) servers can increase page load times and hurt UX. A poor user experience often translates into lost traffic, higher bounce rates, and missed opportunities.
Website security matters, too. Ideally, register your domain with a company that offers two-factor authentication (2FA), WHOIS privacy protection, SSL certificates, and tools aimed at preventing cyber threats, such as denial-of-service (DDoS) attacks.
Final Thoughts
Your domain name can impact website traffic, click-throughs, and brand recognition, as well as customer trust. It has implications for both UX and SEO and can help or hurt sales.
With that in mind, make a list of words related to your brand or business. Next, mix and match them to create a unique domain name, then use the Wix domain search tool to check its availability and get more ideas.
If you purchase an existing domain, research its history beforehand. Moz’s Link Explorer, Wayback Machine, and other free tools can help you spot hidden issues, so it’s worth checking them. Look for suspicious backlinks, sudden drops in traffic, and past spam activity, as these problems may affect SEO performance.
