Following the EMD update, branding became even more important. It makes so much more sense to focus on your brand in your domain name as opposed to just putting a keyword in the domain name.
For instance, you probably know LEGO.com, Amazon.com, or Google.com. It’s all about the brand. It’s something people will remember easily and something that will make you stand out from the crowd and competition. Your brand is here to stay (always look on the positive side of things).
In fact, Google’s John Mueller also suggested picking a domain name that’s more like a brand and that you can build upon:
Make sure your brand is unique and the right domain name is available when starting a new business. This might be the reason to claim more than one generic TLD or country code TLD – to make sure no one else claims it.
We mentioned that a (known) brand is usually easier to remember. For the same reason, we’d suggest going with a short domain name or a catchy one so it stays with people. Like Booking.com for instance.
Read more: 5 tips on branding »
More than one domain name for the same website?
Does it pay off to claim multiple domain names and 301 redirect all the domains to the main domain name? In terms of branding: no. In terms of online ranking: probably not.
The only valid reason we can think of to actively use multiple domain names for the same website, is offline and sometimes online marketing. If you have a specific project or campaign on your website that you’d like to promote separately, a second domain name might come in handy to get traffic straight to the right page on your website.
“Actively” is the main word in that last paragraph. As mentioned, feel free to register multiple domain names, but make sure not to confuse Google. Besides that, actively using multiple domain names for the same website will diffuse the links to your website. And that isn’t what you want, as mentioned in the subdirectory section as well.
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