Choosing the Domain Name for your Blog

Warning: Mini Tangent Ahead

Last night my wife came home with a book and started a conversation on a topic which I’d been dreading a little since the time we first found out that we were expecting a baby later in the year. The book was called something along the line of ‘Names for your Baby’.

The thought of giving another human being a name is a task that can be fun but at the same time a little (or a lot) daunting. There are many factors to consider (what could the name be shortened to, who else has that name, what memories does it evoke, is it easy for a child to say, should you name them after someone, etc etc etc) and so many ways to make the decision. What’s more, it’s a task that has some level of responsibility attached to it as a person’s name is something that has an impact upon them for a lifetime.

<sarcasm>Choosing a name (and domain name) for your blog might not be quite as important a decision as naming your firstborn child </sarcasm> but it is something to consider carefully and is therefore something I’d like to flesh out a little in this post.

For the purposes of this post I’m assuming that you have chosen to go with a stand alone blog (see previous post on blog platforms) and will not be relying upon a URL supplied by a blog hosting company AND that your domain name will be the name of your blog (not always the case but usually the case and usually a recommended practice).

Why would you want your own Domain Name?

Having your own domain name is desirable for many bloggers for numerous reasons. For a start if you’re wanting to build credibility and a sense of professionalism around your blog a domain that reflects this can help. Similarly a carefully selected domain name has the ability to enhance the branding of a product, service, business or even person. Domain purchases give the added bonus of email addresses with the same domain (adding to both professionalism and branding) and can enhance your Search Engine Ranking.

Factors to Consider when Choosing a Domain Name

Just as there are many factors to consider in choosing the name of a person there are many implications of choosing names for a website. What follows is a list of factors to keep in mind as you make the decision. Keep in mind that there are many theories about what is right and wrong in this area and that despite all the rules that people have there are some very successful sites that ignore them all! Also worth remembering is that personal taste comes into decisions like this – what’s a good name will mean different things to different people. With those disclaimers in mind – let’s take a look at a few areas to consider:

Goals and Objectives – I constantly come back to this point in most of my tips posts on a variety of aspects of blogging – but it’s so important to be thinking of the long term vision that you have for a blog when you’re making decisions like those about domain names.

  • What is the topic of the blog? – an obvious starting point – most blog names reflect their topic
  • What do you hope to achieve with your blog? – is it about having a hobby, is it about building your profile/expertise, is it about earning an income via ads, is it to support an existing business
  • What style will it be? – is it a blog with one or many authors? What length of posts will it have?
  • What tone and voice will it be written in? – Will it be conversational, newsy, rant-ish, humorous?
  • Who is the intended audience? – Are you wanting to appeal to professionals, young people, cool people, geeks?

You get the picture. Just like naming a business you need to consider overall strategy.

Source of Traffic – I’ve seen many articles on how to choose a domain name written but in very few of them (if any) have I see a discussion on the type of traffic that you will be wanting to build your website/blog around. To me this is a crucial question (that emerges out of your overall strategy) and one that will help you answer some of the important questions that we’ll discuss below. Let me flesh this out a little:

Traffic to a blog generally comes from three main sources:

  • Loyal Readers
  • Search Engines
  • Referral Traffic (from other sites)

I’ve talked a little about each of these types of traffic in this previous post – they each have their own distinct advantages and disadvantages and can be the result of different strategies. One of the many things that can impact the source of your traffic is your domain name. I’ll explain this more below but think it’s worth naming what type of blog and traffic you’re after up front. If you want a blog that is high on SE traffic you might well end up selecting a name that is different to a blog with traffic based upon repeat readers. As I say – I’ll expand on this below.

Keywords and Branding – Many discussions on domain name decisions talk about a choice between choosing a domain name with keywords in them to domain names that are more brandable or generic. It’s worth stating up front that it is possible to achieve both (I guess anything is brandable to some extent) – but that this type of choice often comes into play. In my opinion comes at least partly back to the type of traffic you’re hoping to attract to your blog. Let’s look at each in turn:

  1. Keyword Based Domains – these domains, as the name suggests, incorporate keywords that your blog is about in them. This is good for a number of reasons. Firstly it communicates something to your readers very quickly with regards to what your blog is about. The other positive is that Search Engines take a good look at the words in your domain name when deciding what your blog is about and how to rank it. As a result if you’re after SE traffic then these types of names can be worth looking at. Examples of blogs with keyword based domains are Cellphone9, the Movie Blog, Sims Gamer and Digital Photography School.
  2. Brandable Domains – these domains might often have some relation to their topic in terms of their feel or sound but are much more about creating something memorable that can become an identity in and of itself. In terms of traffic strategy – these blogs would be suited ideally to developing a blog that is aiming to build a community of loyal readers. Of course these blogs can also do very well in search engines but this is usually for other reasons (keywords in URLs are just one of many factors). Blogs that have these types of domains include Boing Boing, Gizmodo and Dooce. In fact if you look at Technorati’s Top 100 blogs – you’ll see that most of them have brandable names and not Keyword based ones.

Like I have mentioned above, these two options are no mutually exclusive. One example that comes to mind is Engadget which has become a memorable and well branded name that incorporates ‘gadget’ into it.

There are good arguments for and against both types of domain name which we could talk about for some time and it’s quite common to feel torn when making this type of decision between the two options.

Thinking of the Future – another factor to consider that is related to my first point of goals and objectives is to consider what your blog might look like in the future. I’ve seen a number of bloggers start up blogs with domains that fit with the topic of the blog initially but which outgrow the domain down the track. In one instance the problem was that the blog started on a fairly narrow topic (a sub-niche) and on a domain that reflected this but that in time it expanded it’s topic as the industry changed. In the end the topic and name just didn’t fit.

Another ‘future factor’ to consider is how many blogs you’re thinking of starting on your domain. Take a look at for an example of how it’s possible to have one domain with many blogs running off it. They blog (yes they are blogs – run by MovableType) ‘about’ hundreds of topics and have a domain name that suits this perfectly. I myself have fallen into the trap of not thinking ahead in this way with my domain where I currently have a blog on Digital Cameras. I guess this is an example of how ultimately it doesn’t matter what domain you start blogs on as it’s a blog that does pretty well – however I often wonder how much better if could have done if I’d just thought ahead a little more!

Lastly on the ‘future front’ – don’t pick a name that you suspect might date quickly. Picking a name that is time specific in any way might find you searching for a new domain when it is no longer relevant at some future time.

Name Length – there are a range of opinions on what the ideal length of a domain name is. Technically you can have one with up to 67 characters in it but it is generally accepted that short ones are better for a number of reasons including that they are easier to remember, that they leave less room for making mistakes when typing them in, they are good for word of mouth (online or offline) marketing, that they are more visually pleasing (eg on your business card) etc.

The other argument is that if you are looking for SE traffic that you might like to consider a longer domain name with a number of the keywords that you’re looking for traffic on.

My personal preference these days is for shorter domains if possible, but not just for the sake of being short. Plus short names are very popular and hard to find these days so you might be forced to consider something a little longer anyway.

Dot What? – Along with the debates over domain name length comes many different opinions over what is the best to have at the end of your domain after the ‘dot’. These letters (ie .com, .net, .org etc) are technically called the Top Level Domain (TLD) and are divided into two types. Firstly there are country code TLD’s and secondly there are ‘generic’ TLDs which signify different types of organizations (in theory at least).

As I say there are a variety of approaches to selecting which TLD to go for:

  • Legalities – The first consideration is the legalities of your choice as different countries and generic TLDs have different requirements but the
  • SEO – This is where many of the arguements over TLD’s come in. I’m not going to get into it in much depth except to say that most people believe .com to be most powerful and that .net and .org are also good. Also if you are starting a blog with a localized focus it is well worth considering a country code on your TLD as it will help you get indexed in local search engines (I get a lot of traffic on my .au domains from Google Australia). If you’re going for a more global audience try for .com or .net.
  • Memorability – One of the frustrations I have with is simply that people assume that it can be found at Of course when I came to register this domain I tried to get the .com but it was unavailable so I decided that .net would serve my purposes (which it has). The only cost is that .com is so ‘normal’ that many people make the assumption that yourblog’ will always be your address.

Hyphens? – Another eternal debate with domain names is over the value of hyphenated names. For example a hyphenated version of this blog might be There are a two main reasons that some people prefer hyphenated names:

  • Availability one of the main reasons for going with hyphens is that ‘all the good names are taken’ (or at least it can seem this way). Adding hyphens to names definitely gives more options.
  • SEO – hyphens are said to identify keywords to search engines more clearly (once again there is some debate over this).

Of course for every positive there is a negative and the arguments against keywords include:

  • Memorability – adding hyphens can make it tricky for readers to remember your name
  • Difficult to Communicate – have you ever tried to tell someone a domain name with a hyphen between each word? It can be quite an annoying process
  • Increased Margin for Error – the more characters in your domain the more chance of a mistaken keystroke
  • Cheap and Nasty Factor – there is a perception among many web-masters that domains with lots of keywords and hyphens are spammy. I personally don’t mind a domain with one (maybe two) hyphens in them but domains-that-have-lots-of-them-frustrate-me-and-turn-me-off.

Numbers? – Another option to consider when choosing a domain on a topic that is quite crowded is to include a number at the beginning or end of it. Once again this increases your chances of finding a domain with your keyword in it but could ‘cheapen’ the sound of your domain (a matter of personal opinion of course).

‘Easy’ Names – Most ‘experts’ in this area argue that a domain name should be easy to spell, pronounce, remember and type. Web users are notoriously lazy and if your site is not easy to find then they might just quickly give up trying to find it. As a result the easier you can make your domain to remember and access the more chance you have of traffic to it from repeat readers.

Keeping it Legal – it is highly recommendable to think seriously about the legal implications of the words you use in your domain name. Avoid trademarked names especially. I know of a couple of instances where bloggers were forced into making changes months into new blogs because of legal threats. Whether these laws vary from country to country I’m unsure – but it’s worth considering if you’re picking a domain that might clash in this way.

The ‘Blog’ Word – One temptations for many bloggers is to use the word ‘blog’ in the name and URL of their blog. This has the advantage of opening up new options for domain names but can also have some costs. For starters it could see the possibilities for expanding your site down the track limited. If one day you don’t want to run your site in a blog format you might feel a bit trapped. The other reason is that if you are wanting to use AdSense as an income stream for your blog down the track, it has a problem of serving ads about blogging when the word ‘blog’ appears too prominently on a site. This is ok when your blog is about blogging – but isn’t too conducive to high ad relevancy if you’re writing on a different topic.

Secure Multiple Domains – One piece of advice that many experienced web-masters recommend is making sure that you secure other similar domain names to the one you eventually choose. For example, if you choose a .com domain name it might be worth getting the .net and .org ones if you can, or perhaps even getting plurals or other logical similar ones. This is not essential but might help you protect your niche in some circumstances.

Opinions of Others – Before you buy that domain you’ve been eyeing off – it might be worthwhile running it by one or two other trusted friends (who won’t run off and buy it themselves). It’s amazing how focused you can become on finding the right name and how that can cloud your judgement. It’s also interesting to see how a name might sound to a person of a different culture to your own. Words mean different things in different part of the world and it could help you avoid an embarrassing mistake or just a dorky blog name.

Previously used Domain Names – It’s worth checking to see if a domain has been previously registered. Spammers often buy up domain names and then abandon them later once they’ve used them up. This can leave these domains banned by Google which gets you off to a pretty poor start.

Of course the above points are not hard and fast rules. As I’ve mentioned many times before – some of the worse domain names on sites have ended up being quite successful. I have blogs trapped on domains that were not thought through very well (largely because I didn’t know any better and thats the way things evolved) – some of them do poorly and others do very well.

There’s more to a blog’s success or failure than it’s name or URL – all I’m arguing is that a wise choice in this can better your chances in the long term.

Some tools you might like to use in selecting a domain name include:

Whois Source

Feel free to add your own tips, suggestions and experiences in comments.

For more instruction on registering domains, setting up hosting and setting up WordPress you might also find Jon Symon’s video series on the topic worthwhile.

About Darren Rowse

Darren Rowse is the founder and editor of ProBlogger Blog Tips and Digital Photography School. Learn more about him here and connect with him on Twitter, Facebook, Google+ and LinkedIn. runs on the Genesis Framework

Genesis Framework

The Genesis Framework empowers you to quickly and easily build incredible websites with WordPress. Genesis provides the secure and search-engine-optimized foundation that takes WordPress to places you never thought it could go.

Check out the incredible features and the selection of designs. It's that simple - start using Genesis now!


  1. Good post for domainers and blogger.

    Some of my fahv domain names are short, catchy names that make good web2.0 style sites.

  2. Izandi says:

    Good for beginners like me! Thanks!

  3. kamal talib says:

    Thanks for the guide for choosing a domain name and i think it is the most important to start an online business.
    And there’s more guide to choose a domain name than what u mention.

  4. Thanks for the great info. this has to be the best source of blogging info I have found anywhere. Thanks again!

  5. Wow Darren!
    I am constantly astounded at the complexity and detail in your blog posts!
    I wanted some info to present to one of my clients on ‘how to choose a good Domain name’ for their new blog and new if I came over – you would have something that completely explained the situation – as usual you did!
    Now my only problem is how to provide your info without having an hour to explain to him (he’s a very newbie!)
    I think I’ll send him here for a read and then answer questions.
    I really enjoy your well written and informative blog – Thank You! – Kym

  6. Amy says:

    If you want to learn about how to choosee a domain name for your blog, then it is a wonderful blog post and in fact, I would say that it is a must read blog post and I believe it can be quite useful for bloggers.

  7. Alex says:

    I enjoyed reading the information on your blog. It was very informative. One reason why I liked it was because I am a beginner and I am always looking for more information on topics such as these.

  8. I am curious about choosing a .biz domain. Why are .biz domains so expensive now? They aren’t that popular of an extension are they?

  9. SUMIT DANG says:

    Seven Seas Hospitality Private Ltd. is renowned caterers who are having many years of service and expertise. We are committed above all else, to the quality of our food and the happiness and satisfaction of our valued customers. We excel in providing you mouth watering cuisine, excellent service and a relaxing, beautifully arranged atmosphere.

    Our beautifully organized and up to date facility has three palatial Halls, big Lobby and huge beautifully manicured Lawn along with excellent infrastructure. We can accommodate up to 2000 guests or if you prefer, we can provide same professional attention and service at a site of your choice for any number of guests. We have devoted and well equipped kitchen strength to create the finest Art Culinary, made to the perfection as an object of Art. We use finest and freshest ingredients and offer perfect blend of preparation, service and presentation.

    Seven Seas is not just a banquet, it is an experience that will transcend and blend with your world and

  10. Rick Imby says:

    If the name of your blog can be inverted to become a pen name is that good? I thought it was kinda funny.


  11. Domain names says:

    I would have been tempted to say this is a repeated topic and then, this topic is so complex that one needs a refresher every now and then. Thanks for the good job, brov.

  12. amosis says:

    own domain name is must for just cant rely on free is now selling info domains for $1..its nothing

  13. Jamal says:

    Thanks for a great article. I have found it frustrating trying to find a domain name for my game blog since most good ones seem to be already gone. In my searches of the internet I did find the domain offered for the mind blowing $15M dollars, is that really possible?

  14. Thats right. i have a website:

    This is really according to the theme of my website. I have seen that without doing any proper link building my site is on the first page of google for the keyword “Earn By Writing”. Notice that my domain name is having the same word: :-)


  15. frank says:

    Good advise.

    I want to start a blog for my baseball bat company and was toying with the idea of having it at a new domain or creating a subdomain.

    i think now i will use a new domain that way it is one more site out there that link to my company.

  16. Julie M says:

    Thanks for this post. I am at the point of changing my domain name and have not committed to a name yet, so I wrote a blog about it to ask for advice. I linked your post in my blog. Appreciate any advice.

  17. Troy says:

    Good summary, especially about considering your audience — remember that they’re seeing the name, not you.

    I ran into a similar problem and wanted to go through more domain names in less time, so I made a little Unix script that reduces it to 1 line. It’s up at

  18. pasey says:

    Great points about the domain name length and “dot what”.
    I recently got in to a debate about this subject and now I can use your post to back me up! thanks heaps

  19. jack says:

    Great info!
    i need to ask one thing i am willing to buy a hosting server as i try create a new web site do i need to get separate domain for it.

  20. Domain Name says:

    The main purpose of having a domain name that is clearly related to your blog’s topic is that it may help people find your blog through keyword searches, however creative blog name can make your blog becomes successful because it can separate your blog from your competitors as unique!

  21. It is hard to believe that some one would choose not to have their own domain for a blog. The benefits that you pointed out are so high and the downside (money) is so little.

    Of course the SEO of having a domain with the keywords you want to rank highly for pay for themselves 10 fold.

  22. server says:

    Great analysis. I guess, best choice is choosin’ what u know best.


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