In simple terms, a domain is a unique name that can be used to find a specific website on the web. A domain can consist of one or several words and ends with an extension. Entering this string of words into the web browser bar results in the user being transferred to a specific page.
In order for the domain name to be understandable to computers that handle network traffic, the string of characters must be translated into an IP address. This is the responsibility of the DNS (Domain Name System) service. Thanks to it, we do not have to remember complicated strings of numbers to get to our favorite site, because robots take care of all this.
URL Construction
Within a domain, we can create subdomains — URLs that direct to a separate part of the service. The subdomain name appears on the left side of the domain and is separated from it by a dot. The most popular subdomains include the www and m subdomains (the mobile version of the site). You can also come across blog or shop subdomains.
The domain address ends with an extension whose purpose is to inform about the business profile, industry or area in which the business is conducted.
Does the domain name affect positioning?
Not so long ago, the domain name was considered a ranking factor. Placing a keyword in an exact match in the domain name was additionally rewarded and such websites achieved better positions for selected phrases. Now, the influence of the domain name on the positioning of a website is negligible, thanks to the Exact Match Domain System . Its purpose is to ensure that the algorithms do not assign too much weight to the keywords placed in the domain. Of course, having an Exact Match Domain (domain with a keyword) does not disqualify you from the race for the podium, but you must remember that it is the content and authority of the website that affect the position in Google, not the domain name itself.
Best practices for creating a domain name
When choosing a domain name, you should consider uniqueness, branding, and business relevance. Here are a few tips to help you choose the perfect name for your website.
Brand in domain name
The obvious choice for a domain name is, of course, your company name. If it is unique in the country, you should have no problem registering it.
Branding in a domain has several positive consequences.
Firstly, it allows you to expose your company name on the Internet from the very beginning of your business. Whether it is during positioning of pages or sharing links to your page on social media, your potential customers will come into contact with your brand in the URL address, which in turn will help build brand awareness.
Secondly, even if you are a small business, having your name on your domain looks professional and adds credibility to your site. It also helps maintain a consistent corporate image.
Thirdly, even if you change the nature of your business or expand your services, you won't have to think long and hard about whether your domain name fits your current situation or not.
Fourth, once your business gains popularity, a domain that consists solely of your brand will be much easier to remember. It will also make it easier to link to your site.
Domain name and business activity
If you are a local business and your brand is not associated with a specific business, you may want to consider including words in your domain name that will be helpful to potential customers, letting them know what you do and what services they can expect.
Example
You run a local bakery called "Rogalik". The first name that cash app database comes to mind for a domain is rogalik.pl. However, such a name may not fully describe the profile of your business. It would be better to add the prefix "piekarnia" to indicate what exactly you do.
A good domain name should match the theme of your website, although that is not a must. It is also important that the name is easy for your potential customers to remember.
Hyphens in domain names
Since we are on the subject of names consisting of two or more words, the question arises: "What hyphens to use?". In terms of positioning, this has almost no significance. Whether we use a hyphen ("-" hyphen) or write two words without a space, robots will easily cope with scanning and indexing such an address.
The reception and use of such a name in everyday life is a different matter.
Domains with a hyphen (e.g. the aforementioned piekarnia-rogalik.pl) are easier to understand. We know where the first word ends and the second begins. Secondly, popular domain names may already be taken, and adding a hyphen between the words will allow us to find a free domain that fits our brand and business.
Attention!
Be careful about using foreign brands in your domain. This will infringe on another company's trademark, which can lead to legal claims and litigation.
Of course, this approach also has its drawbacks. Domains with hyphens are harder for users to remember. When entering a domain, it is enough for someone to forget the hyphen and they will end up on a competitor's website. Difficulties also arise in oral communication or in radio advertisements. Imagine that you want to broadcast an advertisement for the Rogali confectionery on the local radio. How would the narrator read your domain name so that it is understandable to the recipient and does not mislead them? It is difficult, isn't it?
The use of hyphens in domains can also have image effects. Such domains are perceived as less trustworthy and less professional, are associated with spam, and may therefore be visited less often.
Polish characters in the domain name
What about Polish characters? Although since 2004 we can use characters outside the standard Latin alphabet in domain names, I strongly advise against using such practices. Modern web browsers have no problems interpreting the name. Search engine robots can also scan or index such a URL without any problems. The problem, however, is our habit and convenience.
Using Polish letters in the domain name
Domains with "tails" or accents are not very popular. We have become accustomed to the fact that in URL addresses (including the domain name) we do not use Polish characters (we replace "ą" with the letter "a", "ę" with the letter "e", etc.) and for us it is simply obvious. I suppose that if we ask any person to enter the website różoweróże.pl, they will automatically remove the tails from the URL address when entering. Besides, it is much easier to enter a domain without Polish characters on a smartphone.
Domain Keyword
As I mentioned earlier, including a keyword in your domain will not affect your SEO, but it can be helpful for users. If you are considering using a keyword in your domain that is related to your product category, there is an important aspect to keep in mind.
Imagine that you run a floor panel store and would like to start selling online. When looking for a domain name, the idea comes to mind to choose one that will correspond to the main category of the online store. The choice is panele-podlogowe.pl. If you would later like to expand your business with new products such as doors, windows, furniture, this domain name will be confusing for users.
Of course, there are still brands on the web whose domain name consists of keywords defining their business profile. Such sites have a well-established position, and Internet users are familiar with the name. For this reason, entrepreneurs do not decide to change the domain name, because it involves expensive migration and rebranding .
John Mueller himself points out that the best choice will be a domain that has marketing and business potential, influences branding, and is not associated with one specific area of activity . Therefore, if you run an online store that includes products from one category in its assortment, but you intend to expand it with new ones, make sure that the domain name is as universal as possible.
