The answer to that question can go either way. There are many people who believe that it is necessary to have a strong keyword as part of your business’ domain name and others who don’t understand the need for it. Then there is the third school of thought that believes that it can’t hurt but that it doesn’t do that much either way.
Determining whether keywords make a difference
One of the main effects that keywords have for a domain name is that it makes that domain name memorable to other people. Most of the industries have businesses in which a keyword is used in the domain name because it serves some purpose. However, there are a small number of businesses (percentage wise) that do not see the necessity of having a keyword in the domain name of the business.
How a keyword in a domain name affects the search-engine ranking is a very important factor; however, it is not the only factor that is involved. It does make good sense to use a strong keyword but the question still remains as to whether it makes a great deal of difference.
Usability and readability are positively affected by a keyword in your domain name. That fact alone is worth seriously considering whether you want to use it in your URL (domain name). After all, the concept of making it as easy as possible on your target audience members at all times still applies and always will apply to your brand and to your business. The bottom line is that if you aren’t sure about whether to use a keyword in your URL, go ahead and use it because it won’t hurt and it may help.
Using an exact-match keyword in your URL
This is another potentially effective approach, although you may want to proceed carefully. Sometimes, your domain name with the keyword may be considered spam by the search engines. That is definitely one thing that you will want to avoid. In that case, the same positive result will apply.
Your domain name will be memorable to other people. If you can think of a really good, sound reason for using an exact-match keyword as part of your domain and you think that it will produce positive results, go for it. It will probably work out very well for your business, which means that you made the right decision.
If you are wondering why you would even bother with putting a keyword in your domain name, the answer is that you will be doing it for the convenience and ease of use of your target audience members. Not only do you want your domain name to be memorable but you also want it to make sense to your target audience members.
You definitely want people to visit you and keep coming back to visit you. If they remember your domain name, they will be doing that over and over again. That is one of the really effective ways to build a relationship with the other person. As long as you are careful not to overuse keywords, you can go ahead and use them. It is also important to keep in mind that you should keep your keyword simple yet effective if you do go that route. You will be able to tell pretty quickly if they are working well for your business. If they are not, you will have to revisit that concept and decide accordingly.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.
His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.