Best Name for Business and Backlinks / SEO

[MonicaOConnor]

Take a look at this article about domains. It is very high level, and it breaks down the importance of brand vs. key term. Hopefully it can explain it a little better than I am doing right now, lol.

[RetBit]

Thank you! So if I read this all correctly, google will look for the links back to BlueWidgets.org on one hand. On another, google will also be searching the web to see if our corporate (brand) name comes up often. It is not like it is searching the text near (not in) our backlinks to see if our keywords are close too. Rather, google seems to judge the links and our brand mentions somewhat independently.

In that case, "BlueWidgets.org" might be good for our brand name if people easily and widely refer to us as "BlueWidgets.org". It doesn't really matter for our ranking if we have that space in the name or not, only that people use our brand name.

Put more simply, we don't get any extra SEO push if we make the keywords ALSO part of our brand name. The EMD is enough. Does that sound about right?

Thank you for the help. The article was good also. As you can see, I'm a beginner.

[MonicaOConnor]

No worries. We were all beginners once.

I would say your domain name should be the name of your company, your brand. Your key terms will be included in the URL for your categories and products. Stuffing the URL with key terms will not help you rank. Take the baby powder example. If your domain is babypowder.com and your category page is Baby powder, and your product page is entitled baby powder for infants, your URL would be www.babypowder.com/babypowder/babypowderforinfants which is not best practice.

If you make your brand johnsonandjohnson.com, your URL becomes www.johnsonandjohnson.com/babypower/babypowerderforinfants.

So, to answer your question, no having the keyword in the URL several times does not help you rank. Having a naturally flowing URL that contains your brand and key term is what will help you rank. Having the space in the domain name is frowned upon, it generally isn't best practice.

You want to avoid using the EMD, your domain should be your brand name, or business name. An EMD is a domain that exactly matches your key term, like babypowder.com.

[RetBit]

A good example may be www.FeedTheHungry.org. It comes up first for the search "Feed the hungry".

I'd imagine their #1 placement for this search term is due in part to the EMD for "feed the hungry" search. Maybe I'm wrong. If there is an advantage though, would there be any extra advantage to calling themselves the "Feed the hungry organization" vs "feedthehungry.org". This is the crux of my question.

Sorry if I'm dense and not quite getting it.

[MonicaOConnor]

Yes, they show because that is the name of their organization. It is their brand, not their key term. Does that make sense? That is an extremely competitive term. It is a branded key term as well, making it even more competitive because you have to compete with the actual brand name. So if you wanted to compete with them on that phrase, which has only about 700 searches per month, you would need to work extremely hard to get your brand associated with that topic.

[MonicaOConnor]

Take a look at the competition here. There are far more qualified domains, that should out rank feedthehungry.org. The reason they don't is because "Feed the Hungry" is the brand. If you look, there are other relevant sites that appear with this query, but no where in the title can you see the exact match to the query. If you want to compete on a branded key term like this one, it is going to take strategic back linking and great on page content so that the engines can equate your domain as relevant to the topic.

[RyanPurkey]

It's ok. It's a little tricky to get as this aspect has changed over the years as well. And Feed The Hungry is a good example of where their brand matches their domain like Monica mentioned earlier.  As a business "Feed The Hungry" is what goes on their business cards, letterhead, LinkedIn, etc. That the brand name is tied in to an applicable search is helpful partly for people who remember them and create a link back to them (branding) and partly as an EDM. Still the press they've gotten, DA they've built, and networking they've done online and off under the name "Feed The Hungry" has a stronger weight than the EDM. That the EDM ties into it though smoothly is icing on a cake built from all those other efforts.  So, EDM isn't worth zero, but you shouldn't sacrifice branding to get one.

Another search that's instructive: https://encrypted.google.com/search?hl=en&q=google incorporated When you search for Google Incorporated you get different results than just searching for Google, same goes for LeSEA Global Feed The Hungry, Inc vs Feed The Hungry.  Search Engines have done well at figuring out search intent in addition to nuanced differences like lack of spacing in the domain vs the business name (earlier example).  An excellent litmus test would be to go with the name that you feel most comfortable promoting, pressing, and talking about as that's the work that's going to get you to rank.

[RetBit]

No, this isn't the industry what we're looking at. Just an example.

We are the only company with an EMD for the target keywords in our industry. Our .org happens to be fairly brandable for our industry; it should not come across as spammy. It is far more "feedthehungry.org" than "buybabypowder.org". I'm just trying to find out if it hurts to go with this (specifically from a google perspective) or helps to go with this, and if so, if it is better to use a space in our brand name instead of calling ourselves exactly keywords.org. I hope I'm making sense.

[MonicaOConnor]

I think you have the jist of it. Ryan did a really good job of breaking it down and making what I was trying to say a little clearer. Without knowing specifically what your domain is I cannot tell you whether or not I think it is best practice. And at the end of the day, you have to make the decision that best suits your business and strategy. I only recommend, like Ryan said, using the name on your business cards and letterhead. Branding is very important.

[RetBit]

Thank you Ryan. Very helpful. We are aware there is a lot of work to do. I write and have some recognition in my field, and am prepared to roll up my sleeves for this. Being that we're at ground zero, we just want to start off with the best advantage.

Thanks to you both for the help!

[RyanPurkey]

Excellent! Glad Monica and I could point you in the right direction. It sounds like you have the pieces in place to make the most of it.