Picking a domain name that can benefit organic SEO can be challenging task when you need to decide between registering your company name for your domain name or registering a domain name that contains search optimized keywords. Both options have their own set of advantages and disadvantages. On one hand, registering your company name as your domain name allows you to work on the image of your company, great for marketing at a branding standpoint, but not so great for organic SEO. On the other hand, if you choose to register search optimized keywords as your domain name, you’ll be missing out on the branding aspects, which include using your company name in your email addresses, but then you’ll be rewarded in the organic SEO front for picking search optimized keywords in your domain name.
Why does picking search optimized keywords in the top-level of your domain name benefit organic SEO? The reason that your organic SEO effort benefits for having search optimized keywords in the top-level of domain name (the top-level is the part that comes right after www. and before .com) is because search engines give the highest consideration to the top-level domain name, then the second level (the part that comes after .com/), then the third, and so forth. Though this is off topic, but when you do link exchange it is best to obtain links from homepage, second level and third level, though it is very unlikely that someone will place your link on their homepage, but if someone wants to place your link deeper than third level you should consider very carefully.
Back to picking a domain name for organic SEO benefits: The predicament that some may have for opting to pick a domain name containing keywords instead of registering their company name is the lost of opportunity in branding their name. That is a very valid point because most people naturally feel proud of their brand and the unique or catchy name that they wrestled to come up with. But putting personal feelings aside, ask yourself this question: How often do people look up an obscure company by name or do they search by subjects, products or services? My suggestion is to register both your company name (to protect it against someone else registering it) and a keyword-rich domain name. You can easily re-route all direct traffic of your company name domain to your keyword-rich domain name. Often, as a keyword your company name will not be as competitive as your primary keyword. If someone uses search engines and search you by name, as long as you organically optimized your company name they will find your website on search engine result pages. But I’ll concede that this is not a perfect solution, it is just an option that demonstrates that picking a search optimized domain name benefits organic SEO.
