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What a good domain name is

A good domain name is relevant, memorable, unique, easy to spell, short. It also utilizes the adequate TLD. These qualities matter because they optimize the practical use of the domain name: ensuring visitors can easily retrieve the website, share it verbally, or refer to it without confusion. No all of these qualities ought to be satisfied, but an effort must be made to obtain a domain name that excels in at least some of these.

Relevance ensures that the domain name immediately communicates what the website is about. Visitors should get a clear sense of the website’s focus just by reading the name. This relevance builds trust, as users are more likely to click on a domain that matches their needs.

Memorability is essential for repeat visits and word-of-mouth referrals. Names that are catchy or evoke strong imagery are more likely to be recalled than something bland or overly technical. This is especially critical when people hear the domain name verbally or need to recall it later without looking it up.

Uniqueness makes a website distinguishable in the crowded and redundant world that is the internet. It prevents confusion with similar sites and helps establish a distinct brand identity. A unique name also minimizes the risk of legal disputes or trademark conflicts with other brands.

The ease to spell the domain name eliminated the barriers for visitors trying to access the site. Complex words, numbers, or non-standard spellings increase the chances of typos, leading to lost traffic. An name that is clear and straightforward, makes it easy to type and share it  verbally.

Shortness reduces the likelihood of errors when typing and is more visually appealing in URLs or marketing materials. While short domains can be harder to find due to availability, they remain highly desirable for their simplicity and impact.

The adequate TLD (top-level domain) enhances the domain name’s relevance and professionalism. Common TLDs like .com or .org convey trust and familiarity, while niche options like .shop or .tech add specificity. Choosing the right TLD reinforces the domain’s purpose and ensures it aligns with the website’s identity and audience expectations.

To illustrate these principles in action, the following table analyzes a selection of well-known domain names from around the world. Each domain is evaluated based on its relevance, memorability, uniqueness, ease of spelling, brevity, and the suitability of its TLD. These factors are scored to demonstrate how they contribute to the overall effectiveness of the domain name, highlighting both strengths and areas for improvement.

about.me
Relevance
100
Memorable
85
Unique
85
Easy to Spell
95
Short
90
TLD Relevance
100
Average
93
English About me Personal profile aggregation.
Exceptionally relevant (it literally describes a personal profile page). Short, memorable, and uses a perfectly matched .me TLD, maximizing both clarity and branding.
alibaba.com
Relevance
10
Memorable
80
Unique
80
Easy to Spell
85
Short
80
TLD Relevance
70
Average
68
Chinese Fictional character name B2B E-commerce platform.
Although famous, “Alibaba” doesn’t convey e-commerce to newcomers. Easy enough to spell and fairly short, but the .com TLD is only moderately relevant.
aliexpress.com
Relevance
30
Memorable
80
Unique
80
Easy to Spell
85
Short
75
TLD Relevance
70
Average
70
Chinese Express Alibaba E-commerce platform emphasizing express shipping.
The “Express” part hints at fast shipping, but “Ali” is not inherently meaningful for commerce. Overall short enough, but still relies on brand recognition. .com is typical.
bit.ly
Relevance
20
Memorable
90
Unique
90
Easy to Spell
85
Short
100
TLD Relevance
50
Average
73
English Derived from “bit” (in English) URL shortening service.
Great brevity, easy to recall, but not obviously about link shortening. The .ly TLD isn’t specifically relevant to the service.
casa.it
Relevance
95
Memorable
80
Unique
80
Easy to Spell
90
Short
85
TLD Relevance
80
Average
85
Italian House Real estate listings.
Directly conveys housing/real estate for Italian users. Short, memorable, and the .it TLD aligns reasonably well with its Italian audience.
duckduckgo.com
Relevance
10
Memorable
85
Unique
90
Easy to Spell
75
Short
70
TLD Relevance
70
Average
67
English Duck duck go (playful phrase) Privacy-focused search engine.
Completely irrelevant to search, but playful, memorable, and unique. The .com TLD is generic.
google.com
Relevance
5
Memorable
90
Unique
90
Easy to Spell
60
Short
80
TLD Relevance
70
Average
66
English Meaningless Search engine.
Hugely recognized brand, but the word “Google” conveys no inherent meaning about search. Spelling can trip up some users (“gogle,” “gooogle”). .com is standard.
immoweb.be
Relevance
80
Memorable
70
Unique
70
Easy to Spell
80
Short
75
TLD Relevance
70
Average
74
Dutch Real estate web Real estate listings and services.
The word “Immo” (short for “immobilier/immobiliën”) implies real estate. Moderately memorable, though a bit long. The .be TLD is region-specific but not specifically about real estate.
kyoto.travel
Relevance
100
Memorable
70
Unique
70
Easy to Spell
85
Short
75
TLD Relevance
100
Average
83
Japanese Kyoto travel Tourism information for Kyoto.
Extremely relevant for Kyoto tourism, plus a perfectly matched .travel TLD. Straightforward to spell. Minor limit in global memorability, but context is clear for travelers.
leboncoin.fr
Relevance
30
Memorable
70
Unique
60
Easy to Spell
80
Short
70
TLD Relevance
70
Average
63
French The good corner Classified ads platform.
Culturally friendly phrase, but not directly referencing ads or commerce. Mid-level memorability. The .fr TLD indicates France but doesn’t enhance clarity for classifieds.
mercadolibre.com
Relevance
80
Memorable
70
Unique
60
Easy to Spell
70
Short
60
TLD Relevance
70
Average
68
Spanish Free market E-commerce marketplace.
“Free market” strongly implies buying/selling in Spanish-speaking markets. Somewhat long, but still relevant. .com is average for TLD relevance.
monzo.bank
Relevance
70
Memorable
80
Unique
80
Easy to Spell
90
Short
85
TLD Relevance
100
Average
84
English Monzo bank Mobile banking platform.
“Monzo” itself is more brand than descriptive, but the .bank TLD provides instant clarity for finance. Short name, easy to spell, and fairly unique.
names.sale
Relevance
95
Memorable
85
Unique
85
Easy to Spell
95
Short
85
TLD Relevance
100
Average
91
English Names sale Domain name and web hosting provider.
Highly relevant for domain name sales. The .sale TLD adds clear contextual meaning and branding potential.
paypal.com
Relevance
90
Memorable
85
Unique
80
Easy to Spell
90
Short
80
TLD Relevance
70
Average
83
English Pay pal: friend for payments. Online payment services
Clearly indicates peer-to-peer or friendly payments (“Pay” + “Pal”). Short, easy to spell. The .com TLD is serviceable but not specialized.
revolut.app
Relevance
40
Memorable
80
Unique
80
Easy to Spell
85
Short
85
TLD Relevance
80
Average
75
English Derived from “Revolutionary application” Mobile financial services.
“Revolut” hints at change/disruption, but doesn’t inherently mean finance. The .app TLD suits a software-oriented service. Fairly short and unique.
sex.com
Relevance
100
Memorable
100
Unique
100
Easy to Spell
100
Short
100
TLD Relevance
70
Average
95
English Sex Pornographic website
Impeccably direct. Possibly the strongest example: top relevance, extremely memorable, short, and easy to spell. The TLD is standard .com (70).
souq.com
Relevance
90
Memorable
80
Unique
80
Easy to Spell
90
Short
85
TLD Relevance
70
Average
83
Arabic Market Online marketplace.
Very relevant (“souq” is Arabic for “market”), concise, and easy to type. The .com TLD is standard but doesn’t diminish the clarity of “souq.”
spiegel.de
Relevance
10
Memorable
70
Unique
70
Easy to Spell
85
Short
80
TLD Relevance
70
Average
64
German Mirror News magazine.
The word “Spiegel” has no inherent tie to news (it means “mirror”). Reasonably memorable in Germany. The .de TLD signals Germany but not news.
vk.com
Relevance
20
Memorable
85
Unique
80
Easy to Spell
95
Short
100
TLD Relevance
70
Average
75
Russian Initials of VKontakte (“in contact”) Social network.
Extremely short and easy, though not obviously a social platform if you don’t know “VKontakte.” Uses standard .com with moderate TLD relevance.
xkcd.com
Relevance
0
Memorable
70
Unique
95
Easy to Spell
30
Short
90
TLD Relevance
70
Average
59
English Meaningless Webcomic.
Completely irrelevant to webcomics, but ironically memorable for fans. Unusual spelling lowers ease to spell. The .com TLD is standard.
yandex.ru
Relevance
30
Memorable
75
Unique
80
Easy to Spell
85
Short
85
TLD Relevance
80
Average
73
Russian Derived from “Yet Another Index”, in English Search engine.
Some linguistic hint toward indexing, though not blatantly “search.” Strong brand in Russia. The .ru TLD matches local focus but isn’t explicitly about search.

This comparison highlights two key lessons. First, even some of the world’s most successful websites have had to compensate for less-than-ideal domain names through extensive marketing and years of brand building. While this approach can work, it demands significant resources and patience. Second, starting with a strong domain name—one that excels in relevance, memorability, and a well-matched TLD—offers a clear advantage. It creates an immediate connection with the audience, builds trust more efficiently, and reduces the need for costly efforts to establish an online identity. By prioritizing a great domain name from the start, the foundation for faster and more sustainable success is set.

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