As discussed in class, domain names are an important aspect of SEO, as detailed below. As stated by Names Digest.
“Your domain name is more than just an online address; it serves as the foundation of your brand’s digital identity. It shapes how your business is perceived, how customers find you, and how search engines rank your website. Choosing the right domain name is a strategic decision that can influence brand credibility, search visibility, and long-term marketing success.
In today’s digital landscape, businesses that select SEO-friendly, brandable domain names gain a significant competitive advantage. A well-optimized domain enhances brand recognition, trust, and search engine rankings, leading to higher organic traffic and better user engagement.
With Google continuously refining its ranking algorithms, companies must ensure that their domain names align with best SEO practices and branding strategies to stay ahead of the competition.”
They also describe 4 main points of how Domain names affect SEO, as summarized below
1️. Branded Domains vs. Keyword Domains: Which One is Better for SEO?
In the past, exact-match domains (EMDs) such as BestLoans.com or BuyShoesOnline.com were favored by search engines due to their keyword relevance. However, Google’s algorithm updates now prioritize brand trust and domain authority over keyword stuffing.
While keyword domains can still provide SEO value, they must be supported by strong content, backlinks, and brand reputation to rank well. Branded domains, such as Nike.com or Tesla.com, tend to outperform EMDs in long-term rankings because they generate more organic brand searches, social engagement, and direct traffic—all of which contribute to SEO success.
2️. Domain Length & Readability: Why Shorter is Better
Research from Backlinko shows that shorter domain names perform better in search rankings. Concise domains are easier to type, remember, and share, leading to higher engagement and click-through rates (CTR).
For instance, Amazon.com is more effective and memorable than BestOnlineShoppingStore.com, making it easier for customers to recall and visit frequently. A short and brandable domain enhances user experience, which indirectly influences Google rankings.
3️. Domain Age & Authority: Does an Older Domain Help SEO?
There is a common belief that older domains rank better than newer ones due to their established authority. While domain age alone is not a direct ranking factor, websites with a longer track record of high-quality content and backlinks tend to perform well in search results.
A new domain can still rank competitively if it follows SEO best practices, such as building authoritative backlinks, creating valuable content, and maintaining a strong technical SEO structure.
4️. Subdomains vs. Subdirectories: Which is Better for SEO?
Google treats subdomains (blog.brand.com) as separate entities from the main website, meaning they require additional SEO efforts to rank well. On the other hand, subdirectories (brand.com/blog) consolidate SEO authority within the same domain, making it easier to manage and improve rankings.
A well-known example is HubSpot, which transitioned from blog.hubspot.com to hubspot.com/blog to consolidate rankings and enhance domain authority. Businesses should consider using subdirectories over subdomains when possible to maximize SEO benefits.
3 Responses
There’s a lot of great content in this article! Great post on a super relevant and important topic! I love the way you broke down the different categories of domain names.
It is so important to put time and thought into what you choose as a domain name because it is what people will have to type into the search bar to get to your site or click on when they do a search. People will see your domain name and it can be an important part of brand identity, so before naming your domain, think about how it will be perceived.
Great post! I also found it interesting how both domain name and page load speed play key roles in SEO. While your domain builds long-term authority, a fast-loading site keeps users engaged and reduces bounce rate, which search engines love.