Choosing the right domain isn’t just about grabbing something that sounds good or stuffing in as many keywords as possible, your domain name is your front door, your first impression, and the difference between being remembered, or ignored.
Here’s some information that I found important, so I wanted to share my insight about it. Google has made it clear, there are traps that business owners and domain investors fall into when picking names. The wrong move can slow you down before you’ve even launched. At Weakening.com, we believe every domain you buy, flip, or build needs to pass both the branding test and the longevity test.
And if you want to dive deeper into the mindset behind domain investing and digital growth, check out my book The Digital Dirt, Turn Domain Names Into Assets, where I break down practical strategies, savage truths, and insights that every domainer and entrepreneur needs to know.
Why Your Domain Choice Matters
Your domain isn’t just a URL, it communicates trust, authority, and how serious your project is.
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A clean, memorable domain makes people confident to click,
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A generic keyword heavy domain can make you look like spam,
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The right mix of branding and relevance sets you apart from 1,000 competitors chasing the same keyword,
Domains are often undervalued by beginners. They see it as a technical step, when in reality it’s one of the strongest branding moves you can make.
Google’s Warning About Keyword Heavy Names
Google’s John Mueller has put it out there, keyword stuffed domains aren’t the cheat code people think they are. Names like bestfurniturestore.com or cheapflights247.com don’t guarantee traffic, they put you in the same bucket as countless other sites fighting the same fight.
The result, your site becomes forgettable, your marketing costs go up, and your uniqueness disappears.
Instead, Google suggests focusing on relevance and brand identity. A domain that mixes keyword context with individuality has a far better chance of standing out, being remembered, and ranking naturally.
Specific Beats Generic
Generic might feel safe, but specific wins in the long run.
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Generic Example, “BestNaturePhotography.com” , forgettable, overused, crowded,
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Specific Example, “SmithLens.com” or “EvergreenFrames.com” , descriptive, brandable, memorable,
Specific domains help you,
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Create a brand that feels human,
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Reduce SEO competition,
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Market without constantly battling clones,
The more original your name, the easier it is to own mindshare.
When Generic Domains Still Work
There are exceptions. Some generic keyword domains have tremendous value, especially exact match .coms with broad demand. But these names usually require deep pockets and big branding budgets to separate from the crowd.
If you’re investing in this type of name, ask yourself,
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Do I have the resources to build a brand around it?
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Is the keyword truly premium and in high demand?
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Can I add unique value so it’s not just another generic?
For most entrepreneurs and smaller domain investors, brandability beats chasing saturated generics.
Guidelines to Avoid the Trap
Here’s a simple cheat sheet to follow when choosing your next domain,
✅ Do This
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Keep it short, memorable, and easy to say,
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Blend relevance with uniqueness,
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Stick with trusted extensions (.com when possible),
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Think branding potential, not just keywords,
❌ Avoid This
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Long keyword chains like “best cheap hotels online.com,”
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Names that sound like everyone else in the market,
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Random letters or spellings that confuse people,
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Low trust extensions when a strong TLD is available,
What This Means for Domain Investors
Google’s advice isn’t just for website owners, it matters to domainers too. The days of relying on keyword stuffing for easy flips are over. End users are valuing brandability more than ever.
That means your portfolio should balance short generics with strong, brandable names that feel timeless. The real money is in selling uniqueness, domains that spark recognition instantly.
For more on building domain strategies that actually work, my book The Digital Dirt, Turn Domain Names Into Assets goes deeper, showing how to pick names that sell, build brands, and avoid costly traps.
Your domain is your digital real estate, but not all property is equal. Buying something generic might seem like a quick win, but often it’s a long, expensive uphill climb. Choosing a name that blends clarity with originality makes your project easier to market, easier to trust, and harder to forget.
At Weakening.com, we say it simple, don’t fall for the trap. Build names, and portfolios, that last.
