The Identity Era: Why Startups Don’t Have To Buy Exact Match Keywords Anymore

Google’s transparency report around ranking factors for keywords in domain names clarifies that there is no extraordinary benefit simply because a word appears in the URL.

What’s more, the guidelines continue to point out that Google automatically penalizes Exact Match Domains in order to limit exactly what was asked about; ranking bias created by tailoring a domain around a keyword query.

Domain names matter less for search ranking. That changes how startups should approach naming.

Keyword or phrase domains are still great for certain services. But they shouldn’t automatically cost thousands of dollars more on aftermarket platforms. If clever content, well defined brands, and quality products allow startups to compete with established keywords, then unknown domains should be able to compete too.

When discussing devaluation in keyword domains, it’s important to be specific. Memorable one word category domains like Travel.com will always command a strong audience. Long, inflexible phrase domains are on the weaker end of the spectrum because their usability is mostly tied to search advantage.

Stage your brand before you start building equity

Selecting a name that’s already trademarked by someone else is a great way to limit a brand’s potential. Securing your own intellectual property early can counteract that risk.

The United States Patent and Trademark Office offers a comprehensive overview on what makes trademarks registerable. In short, made up words are called fanciful marks and are generally the strongest type of trademark.

Term availability doesn’t guarantee global protection.

A business would still be wise to clear a name, file within each territory where protection is needed, and have the details reviewed by an attorney. Consider beginning that process with the WIPO Global Brand Database because it allows you to search over 80 international trademark portfolios and several national and regional collections for free.

But a trademark search can also validate your ability to own a word. If your business concept works without a generic domain name, there may be less risk that your brand gets diluted by competitors.

When entrepreneurs ask how to own their brand with a domain name, they’re often describing the process of creating an artificially limited brand awareness.

Dominate a keyword category by picking a unique word. Complete searches to make sure it’s available. Trademark your brand. Repeat your domain until customers think of you when they think of your product or service.

Is your Brandable Name Flooding The Marketplace?

Domain aftermarket sales data doesn’t prove that every .com with four or five letters is valuable.

Liquid inventory from brandable names exist. In general terms though, the market for abstract names isn’t as developed as phrases.

Names get listed and delisted constantly. Some sell every day, while others can sit for years without interest.

Don’t mistake quantity for quality.

Sites like Flippa can provide anecdotal evidence that certain names sell more than others. SquadHelp (now called Atom) can quantify how brandables have improved marketplace velocity.

Atom is a marketplace with over 400,000 curated domains ready for purchase. In addition to straightforward buysell negotiation, they’ve builtlinguistic filters, brand analysis, and trademark clearing into the process.

Presentation matters when weighing aftermarket velocity. A startup isn’t just seeing how many abstract names are available.

Instead, the entrepreneur can evaluate visual fit, position, and potential product applications alongside domains being considered. In other words, don’t compare your brandable domain idea to a list. Compare it to similar brands you would compete with if you were to launch.

Startup Name IP Strategy

Say it out loud. Make sure someone else can spell it after hearing it. Do not choose a name that has negative connotations in large markets.

Run a trademark search. Use WIPO, the USPTO Trademark Search tool, and any other country where you think you’ll do business. Nationwide protection is ideal, but outside of the U.S. it requires resource intensive investigation.

Secure social media handles that match your domain where possible. Acquire other extensions that make sense. Fewer domains with the same brand accelerates recognition.

Migration matters too. If this name is a change for you, take time to migrate properly. Google has helpful documentation on moving your site which includes directing traffic from your old domain to the new address.

Keyword Domains Are Not Going Away

Startup companies don’t need an exact match domain name to get found online. That doesn’t mean every new brand should abandon wordy domains.

An effective brand strategy can still incorporate keywords. Business names don’t have to be stupid just because your next startup name doesn’t have to be Wordpressanity.

Pick a brand that fits your product. Build your equity. Own your brand. The best domain name for your company is the one that suits its needs both today and tomorrow.