One of the first challenges you face when starting an online business is figuring out how to choose a domain name. It seems simple, but it is a decision that sticks with you. Once you pick a domain and start building links, content, and brand recognition around it, changing course is painful and expensive.
Your domain is what people remember you by. It is how other websites link to you. It is the foundation of your online brand. That is why getting this right matters.
Here is the checklist I have refined over more than 15 years of building websites and helping others choose their domain names.
How To Choose a Domain Name Checklist
Make it memorable. Your domain name should have a nice ring to it. It should roll off your tongue and stick in someone's mind after hearing it once. If you have to explain it, it is probably not the right choice.
Keep it short. Shorter domain names are easier to remember, easier to type, and harder to misspell. Single-word domains are considered premium for this reason, but they are nearly impossible to find available. You will likely end up with a two-word or three-word domain, and that is perfectly fine. Just keep it as concise as possible.
No numbers, no hyphens. This is non-negotiable. Having to say “it is the number three, not spelled out” or “there is a hyphen between the words” is a recipe for lost traffic. If someone cannot type your domain correctly after hearing it spoken once, keep looking.
One possible spelling only. Avoid words that have alternate spellings, like “colors” versus “colours.” Also avoid domains that require a plural. Only register a domain with an “s” at the end if you can also get the version without the “s” and redirect it.
Check how it looks lowercase. People type URLs in lowercase. A domain like BirdsStore.com looks fine capitalized but awkward as birdsstore.com. Always check the lowercase version before committing.
Stick with .com when possible. Despite the explosion of new top-level domains like .io, .co, .ai, and dozens of others, .com still carries the most trust and recognition with general audiences. If you are building a tech startup, .io or .ai might work. If you are building a content site or local business, .com is still the gold standard.
The exception is if you are targeting a specific country. A .co.uk domain makes perfect sense for a UK-focused business, and .com.au for Australia.
Think branding over keywords. There was a time when exact-match keyword domains gave you a meaningful SEO boost. That era is long gone. Google's algorithms in 2026 focus heavily on content quality, user experience, and E-E-A-T signals, not whether your keyword is in the domain name.
Keywords in a domain are fine if they make the purpose of the site clear to visitors. But do not sacrifice brandability for keyword stuffing. A domain that sounds like a brand will serve you far better in the long run than one that reads like a search query.
Use a thesaurus for brainstorming. If you are stuck, try alternate words. Tools like Thesaurus.com can help you find synonyms that open up new domain possibilities you had not considered.
Build a list of 20 candidates. Do not fixate on a single domain name. Come up with at least 20 options, then use a bulk domain checker at any major registrar to see which ones are available. Namecheap has a great bulk search tool for this.
Get real feedback. Ask friends and family what they think of your top choices, but make sure they are people who will be honest with you. The real test is whether someone can correctly type your domain after hearing it spoken aloud just once.
Browse expired domains and auctions. Sometimes the perfect domain is not available for standard registration but can be found through auctions. Check sites like Namecheap Marketplace, Sedo, or NamePros forums for premium domains. You might find a winner that someone else let expire.
Do not rush. A lot goes into picking the right domain name. Take your time and make sure you choose something you will be proud of years from now. This is one of those decisions where a few extra days of thought can save you years of regret.
I paid the $5 or so to be able to bid on GoDaddy auction names. Go to GoDaddy Auctions. On the far right side is the auction drop down box. 1) Plug in your keyword as “contains” rather than exact match – such as “renovation”; 2) Select your domain age – I usually go between 3 and 8 years old, thus you might get a good, seasoned name; 3) Select dot coms only – hit enter. You’ll get a good sampling of names and you can either bid on one or it will give you ideas for an alternative. Remember you will pay the standard fee plus the bid cost (as example $9.95 + bid price of $12.95). Thanks Mark.
Excellent tip, Kent. Thanks.
As a bonus…. I found YourHomeRenovations.com – available now for 5 bucks. That’s a 4 year old domain with a phenomenal number of exact matches on Google. Would make for a great authority site – maybe I should think about it – haha.
Sweet. You should totally grab that. “home renovation” has good traffic numbers and a nice CPC
Hi Mark. I enjoyed your appearance on Pat Flynn’s podcast from a while back. Quick question: I am doing a total site redesign/re-branding for a college success site and I was wondering if you had an opinion as to which approach you find to be stronger:
“collegesuccessplan.com” or “collegeadviceguy.com”
This is less of an SEO question as a brand issue for me. I felt that collegeadviceguy was a bit less corporate and more approachable. But others have opined that it is either too informal… or too authoritarian (“advice” is perceived as dogma, apparently).
This question of approach and tone comes up often when dealing with this market, and is made all the more complex because you are sometimes ultimately marketing to the *parents* of the members of the college market.
My book is actually called “Kick Ass in College” and I own kickassincollege.com, which is another option. But you lose people that way as well. On the other hand, a provocative approach like that certainly separates you from the crowd. (I recognize that you cannot please them all…)
In any case, I appreciate any comments you may have. I thought this was relevant to your post in terms of other dimensions of why one might select a domain name. I am just seeking to use my website as a way to generate some book sales and some speaking engagements.
I will contact you separately about some coaching. I live in Bangkok but I have family and obligations in Dallas.
Hey Gunnar — I am very proud to be Pat’s first ever guest. He is a great friend and an inspiration to me every day.
OK — so ignoring SEO and considering your book name, collegeadviceguy is the clear choice — assuming students are the target.
College students are casual and social — and that is what collegeadviceguy suggests. I like it far and away for a brand. You might right an ebook called college success plan by collegeadviceguy perhaps targeted at parents.
I think the collegeadviceguy needs a podcast too. Just sayin’…
Bangkok, huh? I’ve been all over Asia, but sadly never to Bangkok. Eat some Tom Kha Gai for me (it’s cold in Dallas tonight, and I could eat a gallon of Tom Kah.)
Not doing any coaching right now, but I can make some recommendations depending on what you need.
Regards,
Mark
Thanks for your views on this branding issue, Mark. My content has helped a lot of kids and I believe it can help a lot more. Just a question of how best to reach the audience.
Look me up in Bangkok any time.
Take care,
Gunnar
I’m new to this-(all i have is an idea lol)
But what about using acronyms?
that way you could use like 5 words all in one? i mean look at the accompanying photo-its got 7 words all wrapped up in one…
my question is could the acronym be something catchy but the word itself have nothing to do with the product?
for example, http://www.ONAGERskills.com, for selling health advice …Oil No Avocadoes Great Energy Redesign
A miserable example that i just made up, but the point is, Onager has a powerful connotation as it was a midieval castle buster, but it has utterly nothing to do with
health advice…
Nice set of tips, I like the visual one, it is something to consider too.
Selecting a good domain name is certanly very important, we´ve helped ourselves with Market Samurai to link the name to correct niche. However, in the long run, exact domain names will probably become less and less important. As they say, content should be king. Cheers!