How to compare domain names and pick the right one

Criteria that predict success

Weight these consistently across every candidate on your list.

• Length — shorter names are typed correctly more often.
• Pronunciation — if it cannot be said aloud once and spelled, word of mouth breaks.
• Spelling traps — doubled letters, hyphens and numbers all leak traffic.
• Keyword value — helpful for search, harmful if it boxes in your future.
• Extension — .com still wins trust by default.
• Existing SEO signals — only relevant if the name was previously used.

Score, then decide

Put the finalists side by side and let the differences show up as numbers. When two names tie, pick the one that survives the radio test: someone says it once, and a listener types it correctly.

Before you buy

Check trademark conflicts in your operating market, confirm the matching social handles exist, and verify the name has no unfortunate meaning in the other languages your audience speaks.

Frequently asked

Should I buy an exact-match keyword domain?

Only if the keyword still describes what you will sell in five years. Exact-match domains give a small relevance nudge, not a ranking shortcut.

Are hyphens in domains bad?

They are not penalised, but they are misremembered and lost in speech, which costs direct traffic.