It can be difficult to know whether it is better to use your brand name in your domain name or something which means more with regards to SEO.
Brand Name Domain
If your business name or brand name has nothing to do with the product that you have, then you may find that it means very little to people if used as a domain name. However, if you have a recognizable domain name then it could be wise to use that as your domain.
If you have a short domain name then people may be able to remember it well and will be able to type it in when they wish to revisit the site without having to use a search engine. They may also remember the name of the company and type that in to search for it which will mean it will come up high in search engines if the domain is the company name.
SEO Domain
It can be useful to have a domain name which search engines like. This means that it has a lot of relevance to the content of your website. Search engines will rate the page higher if this is the case. This means that it could attract a lot more traffic to the site if the name is relevant to the content.
There is a problem with this though. Customers may see the domain and wonder whether it is really your company’s website. They may be looking for your company specifically and be looking for an indication that it is you and without a clue in the domain name they may ignore the listing.
You may also find that all sensible SEO domains for your area of business have already sold or are very expensive. It is worth taking a look at what is available.
SEO & Brand Domain
It is possible to combine the brand name and an SEO friendly name. If your company name contains details of what you do then this is already done for you. However, most companies do not have this and so you may need to incorporate it. This could sound awkward and it will make the domain quite long. You will have to decide whether you think it is too long or confusing to be memorable or whether the advantages of making it obvious to both customers and search engines outweigh this.
There is also the risk that if you change what your company does, the domain will no longer be relevant. You may be happy to buy a new one if this is the case, but it is something that you need to consider.
It is worth having a long think about which type of domain name to choose. It is a big decision and could make a really big difference to your sales. It may be worth looking at what your competitors are doing to get some clues as to what will work best for you.