Whether it’s a company’s primary domain or a branded effort, the goal is to create a domain that is contextual, meaning it has relevance to the consumer – depending on how the consumer is speaking, thinking or even typing it.

When devising a new branded domain, consider how search robots – the Internet engines that traverse the Web looking for relevant content – will view it. Those results can strengthen a company’s online brand-building effort.

Space and prominence on Google is like a billboard on Times Square.

Moreover, if the URL is part of a specific campaign, it can steer visitors to a unique landing page or site that either features a short video or message related to the effort, or logos that link back to the company’s primary site.

The clearer you can be, the better.

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