Namr: How to Choose a Domain Name (SEO & Branding Best Practices)

Your domain name is often the first impression potential customers have of your business. It's your digital real estate, your brand identifier, and a critical component of your online marketing strategy. Choosing the right domain name can significantly impact your success, while choosing poorly can haunt you for years.

In this comprehensive guide, we'll walk you through proven strategies for selecting a domain name that's memorable, brandable, SEO-friendly, and positions you for long-term success.

Why Your Domain Name Matters

Before diving into the "how," let's understand the "why." Your domain name affects:

Brand Identity — It's how customers remember and refer to you Credibility — Professional domains build trust; poor ones raise red flags SEO Performance — While less critical than in the past, domains still influence search visibility Marketing Efficiency — Easy-to-remember domains drive more direct traffic Long-Term Costs — Rebranding due to a poor domain choice is expensive and disruptive

Research from 2023 shows that .com domains are 33% more memorable than alternative extensions, and shorter domains consistently outperform longer ones in recall tests.

The 12 Golden Rules for Choosing a Domain Name

1. Keep It Short and Simple

Ideal length: 6-14 characters (excluding the extension)

Shorter domains are easier to:

• Remember
• Type accurately
• Share verbally
• Fit on business cards and marketing materials

Examples of successful short domains:

• google.com (6 letters)
• amazon.com (6 letters)
• apple.com (5 letters)
• namr.ai (4 letters)

While ultra-short domains (1-3 letters) are rarely available unless you're willing to pay premium prices (often $10,000+), aim for brevity while ensuring your domain remains meaningful.

Actionable tip: If your business name is long, consider an abbreviation or shortened version for your domain. For example, "International Business Machines" uses ibm.com.

2. Make It Easy to Spell and Pronounce

If you have to spell out your domain name every time you mention it, you've chosen poorly. The "radio test" is crucial: if you said your domain on the radio, could listeners type it correctly into their browser?

Avoid:

• Unusual spellings (flickr.com worked but is an exception, not the rule)
• Silent letters
• Ambiguous sounds (ph vs. f, c vs. k)
• Multiple ways to spell the same sound

Good examples:

• stripe.com (clear pronunciation, one spelling)
• zoom.us (simple, unmistakable)

Bad examples:

• flikr.com vs. flicker.com (which is correct?)
• 4you.com (is it "for you" or "four you"?)

Actionable tip: Say your potential domain name out loud to 5 friends. If more than one person asks you to repeat it or spell it, reconsider.

3. Avoid Numbers and Hyphens

Numbers and hyphens create confusion and look unprofessional:

Problems with numbers:

• Is it 4you.com or foryou.com?
• Ambiguity: 7industries.com — is that "seven" or "7"?

Problems with hyphens:

• Easy to forget: best-hosting.com or besthosting.com?
• Looks spammy (many low-quality sites use hyphens)
• Harder to communicate verbally

Exception: Established brands that successfully use hyphens are rare, but they exist (like some European companies). For new businesses, avoid them entirely.

Actionable tip: If your preferred domain name is taken without the hyphen, choose a completely different name rather than adding a hyphen.

4. Choose the Right Extension (.com, .net, .io, .ai, etc.)

In 2025, you have hundreds of domain extensions to choose from. Here's how to decide:

Stick with .com for most businesses

• 46% of all domains are .com (though declining slightly)
• Most trusted and recognized globally
• Users default to .com when guessing a domain
• Best resale value if you ever sell your business

Alternative extensions that work well:

• .net — Second most popular; good if .com is unavailable
• .org — Best for nonprofits, open-source projects
• .io — Tech startups (28% of startups chose .ai in Q1 2025, up from 21% in 2024)
• .ai — AI/machine learning companies (600,000+ registrations by early 2025)
• .co — Startups and international businesses
• .app — Mobile and web applications

Industry-specific extensions:

• .tech — Technology companies
• .store or .shop — E-commerce
• .blog — Blogs and content sites
• .agency — Marketing and creative agencies

Actionable tip: If your perfect .com is taken but the .io or .ai version is available and you're in tech, go for it. Otherwise, brainstorm a new name that's available as a .com.

5. Prioritize Brand Over Keywords

In the early days of SEO (2000s-2010s), exact match domains (EMDs) like buy-cheap-shoes.com ranked well simply because the domain matched search queries. Google has since drastically reduced the SEO benefit of EMDs.

Today, brandable domains outperform keyword-stuffed domains because:

• They're more memorable
• They build long-term brand equity
• They allow you to expand beyond initial product/service offerings
• They look more professional

Keyword-stuffed domain (avoid):

• bestcheapwebhostingreviews.com
• newyorkpizzadelivery.com

Brandable domain (aim for):

• bluehost.com (not "cheapwebhosting.com")
• deliveroo.com (not "fooddeliveryservice.com")

Finding the balance: Your domain can include relevant concepts without being overly keyword-focused. For example:

• squarespace.com hints at design/space for websites
• codecademy.com clearly signals coding education

Actionable tip: Brainstorm made-up words, combinations of words, or modified spellings that sound relevant to your industry but aren't generic keyword phrases.

6. Make It Brandable and Unique

A brandable domain is distinctive, memorable, and sets you apart from competitors. Generic names blend into the background; brandable names stick in people's minds.

Characteristics of brandable domains:

• Evocative: Suggests a feeling or image
• Unique: Not easily confused with competitors
• Pronounceable: Easy to say out loud
• Emotionally resonant: Creates a connection

Examples of highly brandable domains:

• spotify.com — Made-up word that suggests music ("spot" + "ify")
• etsy.com — Short, unique, memorable
• slack.com — Common word repurposed for brand meaning
• asana.com — Borrowed from yoga (Sanskrit for "posture/pose"), suggesting balance

How to create brandable domains:

1. Combine two words: facebook.com, snapchat.com, instagram.com
2. Modify a word: flickr.com, tumblr.com, reddit.com
3. Use wordplay: namr.ai (name + domain finder)
4. Invent entirely: google.com, kodak.com, xerox.com

Actionable tip: Use Namr's AI-powered domain generator to discover brandable, available domain names based on your industry and keywords.

7. Research Trademarks and Competitors

Before falling in love with a domain name, ensure you won't face legal issues or brand confusion.

Check for trademarks:

• Search the USPTO database (US)
• Check international trademark databases for your target markets
• Use Google to search for the exact name

Avoid names too similar to competitors: Even if not trademarked, choosing a name similar to a major competitor creates confusion and can hurt your brand. For example, avoid MicroHard if you're in software.

Domain squatting concerns: If someone already owns yourbrand.com and is clearly holding it for ransom (asking $10,000+ for a domain they just registered), you may face ongoing issues. Consider a different name unless you're willing to pay premium prices.

Actionable tip: Do a comprehensive Google search for your potential domain name (without the extension) to see what appears. If a major competitor or trademarked brand dominates results, choose something else.

8. Think Long-Term and Scalability

Your business may evolve, so choose a domain that won't limit you.

Avoid overly specific names:

• DenverYogaStudio.com — What if you expand to other cities?
• iPhoneRepair.com — What if you start fixing Android phones too?

Better alternatives:

• ZenYoga.com — Works anywhere, expandable
• QuickFix.com — Covers all types of repairs

Consider your vision:

• Might you franchise or expand geographically?
• Could you add products or services outside your initial focus?
• Does the name allow for brand evolution?

Amazon started as an online bookstore but chose a name that could encompass everything (the largest river in the world, suggesting vast selection).

Actionable tip: Imagine your business 5-10 years from now. Does your domain name still make sense?

9. Secure Social Media Handles

Brand consistency across platforms is crucial. Before committing to a domain name, verify that you can get matching social media usernames.

Check availability on:

• Facebook (facebook.com/yourbrand)
• Instagram (@yourbrand)
• Twitter/X (@yourbrand)
• LinkedIn (linkedin.com/company/yourbrand)
• YouTube (youtube.com/c/yourbrand)
• TikTok (@yourbrand)

Use tools like Namechk to check username availability across 100+ platforms simultaneously.

What if social handles aren't available?

• Consider slight variations (add "HQ", "Official", or your city)
• Or choose a different domain name that has handle availability

Actionable tip: Don't register your domain until you've verified social media availability. It's better to find out now than after you've built a website and printed business cards.

10. Use Domain Hacks Sparingly

Domain hacks use the TLD as part of the word—like del.icio.us (delicious) or bit.ly (bitly). While clever, they come with downsides:

Pros:

• Creative and memorable
• Can get you a "short" domain when .com is unavailable

Cons:

• Can be confusing to communicate
• Some TLDs have restrictions or higher renewal costs
• Risk of the TLD country changing policies

Examples of domain hacks:

• bit.ly (uses Libya's .ly)
• instagr.am (uses Armenia's .am, now redirects to instagram.com)
• youtu.be (uses Belgium's .be, YouTube's short link)

Actionable tip: Domain hacks work best for tech-savvy audiences and short-link services. For traditional businesses, stick with conventional structures.

11. Optimize for SEO (Without Overdoing It)

While exact match domains no longer carry the weight they once did, you can still optimize your domain for search engines:

SEO-friendly practices:

• Include one relevant keyword if it fits naturally
• Keep it readable and natural
• Use hyphens only if absolutely necessary (and even then, reconsider)
• Choose a trustworthy TLD (.com, .org, .net are safest)

Modern SEO reality: Content quality, backlinks, technical SEO, and user experience matter far more than your domain name. Google's algorithms prioritize:

• Brand signals
• Content relevance and depth
• Site speed and mobile-friendliness
• Earning quality backlinks

Example:

• stripe.com ranks #1 for "payment processing" without those keywords in the domain
• asana.com ranks for "project management" with a completely unrelated word

Actionable tip: Choose a brandable domain and invest in creating excellent content rather than obsessing over having perfect SEO keywords in your domain.

12. Check Domain History

If you're considering a previously registered domain (not a brand new registration), investigate its history to avoid inheriting problems.

Check for:

• Past penalties: Was it used for spam or black-hat SEO?
• Shady content: Pornography, gambling, or illegal content can create lingering negative associations
• Existing backlinks: Could be good (quality links) or bad (spammy links)

How to check domain history:

• Wayback Machine (archive.org) — See archived versions of the site
• Google search — Search for the domain to see what comes up
• Backlink checkers — Use tools like Ahrefs or Moz to analyze the link profile

Actionable tip: If a domain you want is available after being previously registered, spend 15 minutes researching its history before purchasing.

Common Domain Name Mistakes to Avoid

1. Trademark Infringement Using trademarked names can lead to expensive legal battles and forced domain forfeiture.

2. Cultural Insensitivity A name that sounds fine in English might have negative connotations in other languages. For example, the Chevy Nova allegedly didn't sell well in Spanish-speaking markets because "no va" means "doesn't go."

3. Choosing Trendy Over Timeless Trendy names (like Web 2.0-era names ending in "r" like Flickr, Tumblr) can make your brand seem dated within a few years.

4. Forgetting to Budget for Renewals Budget hosting might offer cheap first-year domains but jack up renewal prices. Check renewal rates before committing.

5. Not Buying Variations If you're serious about your brand, buy common misspellings and alternative TLDs to protect your brand and redirect traffic.

The Domain Selection Process: Step by Step

Step 1: Brainstorm Keywords and Concepts List words related to your:

• Industry
• Services/products
• Values
• Target audience

Step 2: Generate Name Ideas Use AI tools like Namr to generate hundreds of available domain name suggestions based on your keywords.

Step 3: Narrow Down to 10-20 Favorites Apply the golden rules to eliminate weak options.

Step 4: Check Availability Use Namr or a registrar to verify which domains are actually available.

Step 5: Research Finalists

• Check trademarks
• Google search each name
• Verify social media availability
• Get feedback from trusted advisors

Step 6: Sleep On It Don't rush. Live with your top 2-3 choices for a few days.

Step 7: Register Immediately Once decided, register right away. Good domains can be taken quickly.

Real-World Examples of Great Domain Choices

Shopify (shopify.com)

• Brandable: Unique made-up word
• Descriptive: Suggests "shop" + "ify" (make shopping easy)
• Short: 7 letters
• .com: Trusted extension

Airbnb (airbnb.com)

• Brandable: Distinctive and memorable
• Descriptive: "Air bed and breakfast" abbreviated
• Short: 6 letters
• Scalable: Doesn't limit to specific geography

Canva (canva.com)

• Brandable: Plays on "canvas"
• Short: 5 letters
• Pronounceable: Clear and easy to say
• .com: Universal extension

Next Steps: Register Your Perfect Domain

Now that you understand the principles of choosing an excellent domain name, you're ready to find and register yours.

Quick checklist before registering:

• ✓ Short (under 15 characters)
• ✓ Easy to spell and pronounce
• ✓ No numbers or hyphens
• ✓ Brandable and unique
• ✓ .com or appropriate alternative TLD
• ✓ No trademark conflicts
• ✓ Scalable for future growth
• ✓ Social media handles available
• ✓ Clean history (if previously registered)

Ready to find your perfect domain? Use Namr's AI-powered domain generator to discover available, brandable domain names that check all the boxes. Simply describe your project, and our AI will suggest creative, memorable domains you can register right away.