Domain Name & URLs

What this is about: This checklist covers various aspects of the domain and site URL structure, how they should be used and how to ensure proper site and browser functionality.

Why this is important: The domain name is part of the identity of your business. The URL chosen can have a significant impact on brand identity and to a lesser extent, keyword ranking performance. However, how your site domain name and page URLs function can have significant impact on the crawlability of the site as well as overall visitor and traffic performance.

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What to look for (1)

Multiple versions

Purchase multiple versions of your domain name, including .com, .org, .net, .biz, hyphenations between words, common misspellings. Also purchase alternate domain names such as product names, brand names and any other keywords that might be typed in randomly.

  • .com
  • .org
  • .net
  • .biz
  • Hyphenations
  • Misspellings
  • Product names
  • Brand names


Type-in keywords URLs
Purchase and redirect URLs that are related to your products, services and industry that may get some random type-ins in the URL box.

Short and memorable
Keep primary domain name short and, if possible, something easy to remember.
No: creative-widget-solution-factory.com
Yes: widgetfactory.com

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What to look for (2)

Uses favicon
Make sure your favicon shows in the address bar (create one if you must.)

Alternate Domain redirects
Make sure all alternate domain names 301 redirect to the primary domain to prevent potential duplicate site issues.

Home page redirect to root
Your Home Page should be accessible from the domain root only, not the page file name.
www.site.com/index.html redirects to www.site.com

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