Domain names and SEO: what you should know

Your domain is your website’s address. It’s the unique identifier that lets users and search engines find your website.  

Moreover, your domain defines the first impression you make online. The domain you select shapes your brand identity and even impacts your search rankings. In this article, we’ll look at domain names from a search engine optimisation (SEO) perspective. We’ll cover frequent questions such as whether your brand’s main keyword should be included in your domain. Let’s get started right away! 

How your domain impacts search rankings 

Die Wahl und Struktur einer Domain beeinflussen die Sichtbarkeit Ihrer Website in Suchmaschinen wie Google. Verschiedene Faktoren wirken sich direkt auf das Ranking aus.  

Keywords in the domain  

A common but often misunderstood factor is the use of relevant keywords in the domain. Search engines rate domains that have a relevant keyword as potentially more on-theme for search queries.  

While keywords in domain names aren’t as crucial as they once were, they can still be useful. A well-chosen domain with a relevant keyword conveys your website’s focus quickly to both search engines and visitors. 

If you do opt for keywords in your domain, make sure that keyword integration is not overdone. Like other content on websites, domains can suffer from keyword stuffing, which can look unnatural and end up marked as spam by search engines.  

Besides SEO optimisation, you should make sure that your domain name promotes a clear and understandable brand message that appeals to your target audience. 

Top-Level-Domain (TLD)

The choice of top-level domain (also known as the domain extension, such as .com, .co.uk, or .org) also impacts SEO. Search engines usually prefer TLDs that are specific to the target country or region. For example, a domain ending in .co.uk is considered particularly relevant for users in the United Kingdom.  

While this isn’t the only ranking factor, it can play a role when Google evaluates a website’s relevance to specific geographic regions. We’ll take a closer look at TLDs further down the article.

Domain structure and URL subdomains

How you structure your domain and the URLs within your website also has an influence on SEO. A clean, logical URL structure allows search engines to better understand and index your page’s content.  

For example, if you use a separate subdomain for each area of your website (let’s use one.com’s Help Centre, located at help.one.com, as an example), this can help search engines evaluate this content as a separate section with a specific topic.  

Be mindful that an overly complex domain structure can also cause confusion and have a negative impact on rankings if search engines have difficulty recognising the connection between the different pages.   

Domain security and HTTPS 

The security of a website also plays a role in SEO ranking. Websites that have fundamental security features like an HTTPS connection are preferred by Google as it favours sites with better data security and trustworthiness. You can easily secure your website with an SSL certificate, which is included in all hosting plans with one.com.  

Domain age and trust 

An older domain that has a stable and trustworthy history over a long period of time may be preferred by search engines. Websites whose domain has existed for a longer period of time are often more stable and have a larger number of high-quality backlinks that can positively influence SEO rankings.  

In contrast, a brand-new domain may not have built historical authority yet, which can make it more difficult to become visible in the rankings. 

Domain extensions (TLDs) and their impact on SEO 

In this section, you will learn more about the differences between different TLDs (also known as domain extensions) and how to choose the right extension for your website. We’ll start by covering the main TLD categories. 

Country code TLDs (ccTLDs)   

ccTLDs such as .de, .at, .ch, .fr, .co.uk or .es are specifically intended for certain countries or geographical regions. Websites with a country-code TLD signal to search engines that they are particularly relevant to users from that country or region.  

Websites with country-code TLDs have a better chance of ranking well in local search results. If your business or target audience targets a specific geographic market, choosing a ccTLD is an excellent strategy. 

Generic TLDs (gTLDs)   

The gTLDs include extensions such as .com, .net, .org and now also many new extensions such as .tech, .store or .blog. These TLDs are not geographically bound and are used worldwide.  

For gTLDs like .com,  Google doesn’t have a preferred geographic targeting, which is why these extensions are ideal for international websites or for companies that want to go global.  

While the extension itself doesn’t have a direct impact on rankings, a widely recognised and trustworthy gTLD like .com makes it more likely that users will click on your site, which can indirectly improve your SEO. 

Specialised TLDs  

TLDs like .org (for organisations) often have a high level of authority, especially in their respective fields. These TLDs are intended for specific target groups or purposes and websites with such an extension usually enjoy great trust. 

Websites with specialised TLDs can be classified by search engines as particularly authoritative in their field, which can have a positive effect on rankings.  

Recommendations for choosing the right TLD depending on the target market and region  

Choosing the right TLD depends heavily on your target market, target audience, and geographic focus. Here are some recommendations that can help you choose the right TLD: 

For local target markets:  

If you’re running a website for a specific market or country, it’s a good idea to choose a country-specific TLD – e.g. .ie for Ireland or .fr for France. This will signal to search engines that your site is particularly relevant to users from that country, which will improve your local SEO. 

Country-code TLDs also boost how trustworthy users in their respective countries view your site, as a ccTLD suggests a clear regional focus. 

For international target markets:  

If your business operates internationally and appeals to a broader audience, .com, .net,  or other generic TLDs are better choices. These extensions are widely recognised worldwide and are the preferred choice for companies looking to go global. 

If you want your website to be visible in several countries, you can achieve a wide international reach with a .com domain. 

For websites of trusted organisations:  

If you run an organisation or an educational institution, a .org or .edu domain can be useful. These TLDs convey trust and credibility, which is beneficial for search engines and users alike. 

In the case of .org domains, the association with a non-profit organisation or a non-profit institution is an advantage, as this extension is often associated with seriousness and responsibility. 

For new, creative, or industry-specific projects:

Newer and trendy TLDs such as .tech, .store, .blog, or .io can be beneficial for modern, creative businesses or websites that address a specific topic. These TLDs give you the opportunity to build a brand identity that fits your theme. 

However, these new TLDs don’t have the same level of brand awareness as .com, which is why it’s important to clearly position your brand and website to gain user trust. 

Choosing the right TLD should be carefully tailored to your target audience and the geographic focus of your website. A .co.uk domain can make sense for a local British business, while a .com domain is ideal for international reach. Specialised TLDs offer advantages if you want your website to build authority in a specific area.  

Make sure that the TLD you choose is helpful for SEO while still reflecting the expectations of your market and target audience. 

Other aspects of domain selection that affect SEO  

Domain age and history

As we covered previously, the age of a domain can affect SEO as search engines tend to favour established websites. Websites with older domains tend to have a better chance of reaching higher positions in search results because they often already have a longer history of backlinks and user interaction.  

It is important for the domain to have a clean history. If a domain has been associated with poor SEO practices in the past, such as keyword spamming, buying links, or using black hat SEO techniques, it can affect Google’s trust and lead to penalties. 

Before you reuse a or buy a domain, make sure that the domain doesn’t have any Google penalties or a problematic history. Tools such as Google Search Console or Ahrefs help to check the history of a domain and identify possible negative SEO practices. 

Domain length and readability 

The length and readability of a domain play an important role in the user experience (UX) and thus also in SEO. A domain that is too long or difficult to understand may not be easily found or recognised by users. This will likely impact direct user behaviour, as well as SEO ranking factors such as click-through rate (CTR). 

Influence of domain length on UX and SEO: 

1. Shorter domains are more user-friendly: Shorter domains are easier to remember and type. An easy-to-remember domain promotes better brand engagement and makes it easier for users to find your website. 

2. Improved click-through rate (CTR): If your domain is simple and memorable, users are more likely to click on your page when it appears in search results. A higher CTR sends a positive signal to Google, which can lead to a better ranking. 

3. Reduced risk of typos: A shorter, clearer domain reduces the risk of typos that could prevent users from visiting your site. This can make your website more stable in the long run. 

Check out our article “Buying a domain: do’s and don’ts when choosing a domain name” for more useful tips. 

Avoidance of hyphens and special characters 

The use of hyphens and special characters in domain names should be avoided if possible, as they can have a negative impact on SEO and the user experience. A clear, easy-to-understand domain with no special characters is beneficial from both an SEO and branding perspective. 

Why domains without special characters and hyphens are better for SEO: 

1. Better user experience: A domain without hyphens or special characters is easier for users to remember, type, and communicate. Long and complex URLs often lead to typos or confusion. 

2. Avoid misunderstandings: Hyphens in a domain can cause users to type the website incorrectly. Search engines could also have difficulty interpreting the domain correctly, which can make it harder to find your website. 

3. Trustworthiness: Google and other search engines prefer domains without special characters because they look more natural and user-friendly. A “clean” domain with no extra characters promotes user trust and increases the likelihood that your website will be trusted. 

Simple and clear domains are preferred 

To ensure that your domain is both SEO and user-friendly, you should opt for a simple, clear, and easy-to-understand domain. Avoid complicated combinations or unnecessary hyphens, as they can detract from the user experience and increase the risk of your page being negatively reviewed by search engines. 

Other technical domain factors that affect SEO 

The domain itself also plays a role in technical SEO. One major aspect is loading speed. A fast-loading time can be achieved by choosing a reliable web hosting provider and by optimising server settings and domain structure. A high-performance host helps optimise load times and improve overall performance. 

The location of the server can also play a role. If your target audience is based in a specific country or region, having a nearby server reduces load times. 

Another technical consideration is how well your website performs on mobile devices. A responsive web design means your site automatically adapts to different screen sizes. Responsive websites are more user-friendly and search engines reward them with better rankings. 

SEO mistakes when choosing domains and how to avoid them 

Choosing the right domain is a critical step for long-term SEO success. A common mistake is selecting a domain that is difficult to remember. Another common mistake is switching to a new domain without proper redirects, which can lead to losing rank on search engines. 

How to avoid these mistakes: 

1. Choose a short, concise, and keyword-optimised domain. 

2. Rely on trustworthy TLDs such as “.com”, “.de” or “.org”. 

3. Use 301 redirects for domain changes to smoothly guide search engines and users to the new domain. 

Domain names and SEO 

Choosing the right domain will have a long-term impact on your visibility and the trustworthiness of your website. An SEO-friendly domain helps build a strong online brand and improves the user experience. With a well-thought-out domain strategy, you can secure your rankings in the long term and stand out from the competition.