What Type of Domain Name Do I Want?
You have decided you need a domain name. But with millions of options; invented words, keywords, personal names, geographic terms; how do you know which type is right for you?
The answer depends on what you are trying to accomplish. Different types of domain names serve different strategic purposes, and understanding these categories can save you time, money, and future headaches.
The Domain Decision Framework
Think of domain names like real estate. A downtown storefront serves different purposes than a warehouse in an industrial park. Neither is inherently "better"; they just serve different needs.
Here is a quick guide to matching your goals with the right type of domain:
| If you are... | Consider... | Why |
|---|---|---|
| A startup needing brand identity | Pure Brandable or Dictionary Brand | Memorable, unique, no trademark conflicts |
| Focused on SEO and organic traffic | Exact Match Keyword or Partial Match Keyword | Contains terms people actually search for |
| A local business | Geo Keyword | Instantly signals where you operate |
| Building a personal brand | Person Name | Your name becomes your domain |
| Trying to own a category | Category Generic | Positions you as the default in your industry |
Understanding Each Type
Pure Brandable
These are invented names with no dictionary meaning; think Spotify, Zillow, or Kodak. They are blank slates you can fill with your own meaning.
Best for: Startups, tech companies, anyone wanting a unique identity
Trade-off: Requires more marketing investment to establish meaning
Examples: Zyfra.com, Vendly.com
Dictionary Brand
Real English words used as brand names. Apple, Amazon, and Slack all started as dictionary words that took on new meanings.
Best for: Companies wanting instant recognition and memorability
Trade-off: Premium prices, potential trademark considerations
Examples: Notion.com, Craft.com
Exact Match Keyword
Domains that match exactly what someone would type into Google. If people search "car insurance," CarInsurance.com is the exact match.
Best for: SEO-focused businesses, affiliate marketers, lead generation
Trade-off: Can feel generic, less brand differentiation
Examples: CarInsurance.com, CreditCards.com
Partial Match Keyword
Contains searchable keywords with a modifier; QuickLoans, SmartCRM, BestRecipes. You get keyword relevance with a bit more personality.
Best for: Businesses wanting SEO benefits plus some brand identity
Trade-off: Modifiers can date quickly ("e-" prefix, anyone?)
Examples: QuickLoans.com, SmartCRM.com
Category Generic
The ultimate industry domains; Shoes.com, Hotels.com, Cars.com. These names define entire categories.
Best for: Companies wanting to own a market segment
Trade-off: Extremely expensive, often seven figures
Examples: Hotels.com, Shoes.com
Geo Keyword
Location plus service or industry. ChicagoPlumbers.com or LondonHotels.com instantly tell visitors where you operate.
Best for: Local service businesses, regional companies
Trade-off: Limits your geographic expansion story
Examples: AustinRealEstate.com, NYCPlumbers.com
Person Name
Your name as your domain; perfect for consultants, authors, speakers, and anyone building a personal brand.
Best for: Personal brands, professionals, creatives
Trade-off: Not transferable if you sell your business
Examples: GaryVee.com, SethGodin.com
Other Types Worth Knowing
Beyond the main categories, you might encounter:
- Phrase/Longtail; Conversational domains like HowToLoseWeight.com. Great for content sites.
- Acronym; Abbreviations like IBM.com. Only valuable if the acronym is recognized.
- Numeric Brand; Numbers as identity, like 99designs.com. Memorable but can be confusing verbally.
- Code/Identifier; Technical strings like X100.com. Niche applications.
Making Your Decision
There is no universally "best" domain type. The right choice depends on:
- Your budget; Category generics cost millions; brandables can be hundreds
- Your marketing strategy; SEO-focused? Consider keywords. Brand-focused? Go brandable.
- Your timeline; Keyword domains work faster; brandables require building recognition
- Your exit strategy; Will you sell the business someday? Person names do not transfer well.
Try Before You Decide
Not sure which type fits your needs? Appraise a few options and compare how they are classified. Each appraisal shows the semantic type along with detailed analysis of the domain strengths, weaknesses, and market positioning.
Sometimes seeing the analysis side-by-side makes the decision clear.
Learn more about all twelve semantic types in our help article on Semantic Type classifications.