Why Your Domain Name Matters?

Deciding on a domain name is as much important as selecting your company name, it’s the most important decision you will make for your business. It’s the key element of your website representation, your culture, how people connect with you, how employees explain what you do, and much more. As a critical part of your brand, your domain name must be powerful enough to break through the countless marketing messages targeting consumers every day — from search to social media results, to referring links, to type-in traffic, brandability, and as a virtual asset which increases in value over time.

Uber.com, Apple.com, Mint.com . . . these are all prime examples of great online brands. The fact that these names are characteristic, roll off the tongue, and are pronounceable has helped to establish them as the brand giants they are today. But, as you can see, they have in common: a high-valued domain .com.

You get one chance to make a first impression and to make a good one and increase the likelihood of engagement, the right of the dot brought professionalism, longevity, and trust, both online and offline. Adding a strong top-level domain such as .com gives you the credibility to overcome the initial roadblocks that cause so many businesses to falter.

Here are some of the key reasons a strong domain name matters today and will continue to be a critical factor in your online success.

1) Security and credibility

As much as we rely on search engines to help us find what we're looking for online, the fact remains that we ultimately make the decision about which links to follow and which sites to visit based on our assessment of the credibility of the domain name displayed in the search results.

With malicious domains on the rise and the exponential growth of new and more destructive forms of malware, domain trust and credibility are more important than ever for businesses and individuals alike.

A trusted domain – such as a .CA domain – gives users peace of mind. When they click on a link to content that's hosted on a trusted domain, they're confident that it's safe to visit the page.

2) Improved SEO

While SEO experts continue to debate the relative importance of specific ranking factors used by Google and others, there's no question that a website's domain name is inextricably tied to its ranking. 

Adding keywords to your domain, for example, has the potential to improve your site's ranking and can also boost your click-through rates. Domain names are prominently displayed in search results, so if a site ranks highly for a particular keyword, one of the first things the user sees in search results is the name of the domain associated with that keyword.

Google's algorithm also looks at the number of other sites that link to content on your site. It considers the authority of the websites linking to your site and uses this as a major factor to determine your site's authority – which it ultimately associates with your domain name.

In addition, for country code top-level domains like .CA, there's compelling evidence that they have a significant impact on SEO, indicating to search engines that the content is targeted at users in a specific country or region.

3) Brand and marketing

Finally, and perhaps most importantly, domain names are essential to your marketing success. Regardless of which marketing strategy and tactics you adopt– whether inbound, outbound, content, referral, growth hacking, events, social – all roads lead to your domain name.

It's used in your email address and in your social media profiles; it's used in every marketing campaign, every call to action, and at every event. It appears on every piece of collateral and every business card.

As such – despite what changes may come – your domain name will continue to be one of the most powerful marketing tools you have at your disposal to help you promote your brand.