What's In a Name?

I wish I could say that it doesn't matter what your domain name is when it comes to search results, but I can't.

Sure, it's possible to get to the first page of the Google search results with your name, your firm's name or some combination of random numbers and letters, but the task is more difficult.  Typically--but not always--you'll find the top sites have practice and location specific names. It works in your favor with the search engines and when customers come across your site in the results.

What if I already have a domain name?

If you already have a domain name such as TheSmithFirm.com, you can and should keep using it. If it's getting you some results that you think you can improve on it then give that a try first. If you're NOT getting any traffic (and why would you be here if you were?) then you should consider creating a new practice and location specific domain name and having the old "firm name" domain point to the new one, once it's running.  That way you can continue to use it on business cards, stationary and other printed materials or when you speak to someone over the phone.  You should also be able to move any existing content over to the new domain easily (don't create duplicate sites with the same content!)

But the domain name I wanted is already taken?

At this date, I wouldn't be surprised if most of the practice and location specific .com domain names in most major markets are taken.  So, if you're a DUI lawyer in Lansing, Michigan, it is likely that LansingDUILawyer.com is taken. Does that mean you should buy a .net, .org, .info, .whatever variation of that name.

Probably not.

The .com extension is still the gold standard and the one most people will use, even if you tell them it's a .org or .info site. Also, Google appears to rank .info and .biz sites lower because of past abuses of those domains by spammers. So what should you do?

Put some thought into. No, seriously, there are always ways to come up with creative domain names if you take your time. Remember, we are focusing on how your site comes across in the search results. So, using our example above could you go with FindALansingDUILawyer.com? That gets the practice information AND the location in the name and it's likely to be available.

So, basically what I'm saying is take a few minutes, or hours, or days to actually put some thought into your domain name. The one you're going to be stuck with for years to come. A good one will pay dividends. A bad one will have you swimming in the bottom of the search results pool forever.