Your domain name is often the first thing people see of your business online. It appears in search results, on your business cards, in emails and on the side of your van.
Choosing one feels simple, but it is a decision you will live with for years. A good domain is easy to remember, builds trust and supports your search visibility. A poor one can cause problems that are hard to undo.
This article explains what Google does and does not look for in a domain name, and how Australian businesses can choose one well. If you are planning a new site, our web design team is happy to help with this step too.
What Google Actually Looks For
There is a lot of old advice about domain names and SEO. Some of it no longer holds, so it is worth separating what matters from what does not.
Relevance and Clarity
A domain that clearly relates to your business helps people understand who you are before they click. That can make them more likely to choose your listing in the search results.
The relevance comes from the business behind the name. Google ranks pages on their content and usefulness, not on the domain alone.
Keywords in the Domain
Years ago, a domain stuffed with keywords could help a site rank. Google has since said that keywords in a domain give little or no advantage on their own, and it has acted against low-quality sites that relied on exact-match domains.
A keyword can still help people understand what you do. A Perth jeweller might reasonably choose a name that includes “Perth” or “jewellery”. Just avoid long, spammy combinations that read like a search query.
The Domain Extension
Google treats generic extensions such as .com, .net and .org in much the same way. Country-code extensions are different. Google uses .com.au and .au as a signal that a site is aimed at Australian users, which can help with local search.
For a business that serves Australian customers, a .com.au or .au domain is usually the sensible choice. Since 2022, businesses have been able to register shorter .au names directly, such as slinky.au. auDA sets eligibility rules for these, including an Australian connection, so check the current requirements with your registrar.
Domain History
A domain’s past can affect how it performs. If a name was used for spam or bought to manipulate rankings, it may carry problems with it.
Google’s spam policies specifically address “expired domain abuse”, where old domains are bought to exploit their past reputation. If you are buying a domain that was used before, check its history first.
Domain Age
Many people believe older domains rank better. Google has said that domain age on its own is not a ranking factor. Older sites often perform well because they have built up useful content and good links over time, not because of the date the domain was registered.
Security
Your site should load securely over HTTPS, shown by the padlock in the browser. Google has confirmed that HTTPS is a ranking signal, and browsers warn visitors about sites that are not secure. Our article on SSL certificates for WordPress explains this further.
How to Choose a Good Domain Name
These practical tips apply to most small and medium businesses.
Keep It Short and Simple
Shorter names are easier to remember, type and share. Aim for something you can say over the phone without having to spell it out.
Make It Easy to Say and Spell
If people have to guess how your domain is spelled, some will get it wrong and end up elsewhere. Avoid unusual spellings, double letters that are easy to miss and words that sound alike.
Avoid Hyphens and Numbers
Hyphens and numbers are easy to forget when people hear your domain spoken aloud. They can also make a name look less trustworthy.
Match Your Business Name
Where possible, your domain should match your business or brand name. Consistency makes you easier to find and recommend. Before you commit, check whether the same name is available on the social platforms you plan to use, such as Facebook, Instagram or LinkedIn.
Leave Room to Grow
A very narrow name can box you in. A business called after one suburb or one product may outgrow it. Think about where your business might be in five or ten years.
Check Trade Marks
Registering a domain does not give you the right to use a name that someone else has trade marked. Search IP Australia’s trade mark database before you register, and get advice if you are unsure. It is far cheaper than a dispute later.
Domain Authority Is Not a Google Score
You may see tools quote a “domain authority” or “domain rating” score. These are third-party metrics created by SEO software companies. Google does not use them.
They can still be a rough guide to the strength of a site’s backlinks. What actually helps your rankings is useful content, genuine links from reputable sites, a fast and easy website and good technical SEO.
Buying an Expired or Second-Hand Domain
Some businesses buy a domain that was used before, hoping to benefit from its existing links. This can work when the domain has a clean, relevant history, but it carries real risk.
Before buying:
- Look at past versions of the site on the Wayback Machine.
- Check what kind of sites link to it, using an SEO tool.
- Make sure its past use is relevant to your business.
- Once you own it, verify it in Google Search Console and check for manual actions.
If the history looks doubtful, choose a different name.
Protecting Your Domain
Your domain is a business asset, so treat it like one.
- Register it in your business’s name, and make sure you control the registrar account.
- Keep the contact details accurate so renewal notices reach you.
- Turn on auto-renew, and keep the payment card on the account current.
- Be wary of renewal letters or invoices from companies you do not recognise, as domain renewal scams are common.
Problems often start when a domain was registered by a former web developer or staff member. If you are not sure who controls yours, find out now.
Talk to Us About Your Domain or Website
SLINKY is a Perth digital agency, founded in 1998. We help businesses choose domains, build websites and improve their search visibility, and you deal directly with senior people with no lock-in contracts.
If you would like some help choosing a domain or setting up your site, get in touch.
