More than 350 million domain names are registered globally – and the number keeps rising. Building a brand in this crowded domain market can feel daunting, especially if you’re starting from scratch. No business, whether based on a family name or a creative concept, is guaranteed its ideal URL.
To stand out, businesses are increasingly turning to new web addresses, also called descriptive domains, to incorporate meaningful keywords on both sides of the dot. These domains offer clarity and boost search engine optimization (SEO) by signaling to users and search engines alike what the site is about. As traditional domain names become scarce, descriptive domains provide an opportunity for business owners to craft memorable, keyword-rich URLs that resonate with their target audience.
Identity Digital plays a key role in helping businesses establish and grow their digital presence with ease. With the largest global selection of top-level domains (TLDs) available, such as .pro, .world, and .live, Identity Digital provides a wide range of options for businesses looking to secure a relevant and impactful domain name.
How a strong digital identity cultivates consumer trust
“There are a lot of factors to consider when choosing a domain, from trust to authenticity,” said Rachel Sterling, CMO of Identity Digital. “Founders and business owners shouldn’t have to compromise or rethink their branding to get the web address they want. The closer the name of your brand or your site is aligned with the products, services or value you provide, the more you’ll be able to cultivate and earn the trust of customers based on that crucial first impression.”
The Search Brothers, an SEO consulting business run by two ex-Googlers, leveraged Identity Digital’s descriptive domains to reach prospective clients and outrank their competitors on the search engine. Before launching the venture, they strategically purchased descriptive domains such as seo.consulting, seo.services, and online.marketing. This multi-domain strategy helps them capture more search queries, reach prospects, and outperform competitors.
“Whether you’re a white-collar professional or a creative entrepreneur, our portfolio of nearly 300 top-level domains ensure your services feel authentic and legitimate,” Sterling added. And startups can choose to get as specific or as broad as they like. With a domain like .pro, Identity Digital’s research found that it immediately signals professionalism and credibility, particularly for professionals offering specialized services, such as marketing, photography, insurance, or tax preparation.
For example, a law firm offering specialized legal services might choose a domain like ‘legal.pro’ to instantly convey professionalism and expertise. A freelance graphic designer could use a domain like ‘design.studio’ to create a distinctive digital identity, immediately signaling to potential clients the nature of their services. These industry-specific domains allow businesses to stand out in a crowded market, enhance their credibility, and improve their discoverability by embedding keywords directly into their web addresses.
New web addresses are the key to an evolving SEO landscape
This is key as the SEO landscape continues to evolve. Sterling, who has previously worked at both Google and Meta, points out that traditional SEO strategies are being disrupted by shifts in search result displays. “There’s a misconception that non-traditional domains hurt rankings,” Sterling said. “That just isn’t the case.”
As Google prioritizes paid ads at the top of search and AI-generated results push organic search listings further down, businesses must rethink their SEO strategies. It’s no longer just about paid ads; domain relevance is now crucial. Descriptive domains signal relevance directly in the URL —helping businesses rise above the clutter. With AI-driven search engines like Google’s Gemini becoming more prominent, businesses that adopt descriptive domains are now positioning themselves for long-term visibility in this evolving environment. Those who delay may find it harder to stay competitive as these shifts take hold.
Entrepreneurs and influencers can have more control over the use, storage and presentation of their content through a centralized domain name. Sterling emphasized that owning a domain offers long-term benefits unmatched by platforms like Facebook.
For established brands that already have traditional domains, descriptive domains can serve as a shortened link to their other pages. “If you have a traditional web address that adequately represents your brand, keep using it,” Sterling said. “What we’re trying to highlight is that a descriptive domain can complement your existing digital footprint or social media strategy.”
It enables established brands to diversify their content experiences without abandoning their familiar addresses. Sterling pointed to how brands on Instagram often direct users to the link in their bio for more content. But if those links lead back to a static homepage, they might not reflect the dynamic content referenced. This is where descriptive domains come into play, offering targeted spaces like BuzzFeed’s “buzzfeed.bio” or Vogue’s “vogue.world,” which align with specific campaigns or events.
Sterling also emphasized the role of descriptive domains in brand protection. By owning all variations of their brand name, companies safeguard themselves against bad actors who might otherwise capitalize on their reputation. For instance, Nikon utilizes “nikon.pro” to specifically target professional users while redirecting to their main site. This approach not only reinforces brand credibility but also prevents potential counterfeiters from misusing the Nikon name.
“Ultimately, whether you’re an entrepreneur, a small business owner, or a content creator, it’s essential to own your own slice of the internet,” Sterling concluded. “The descriptive domain allows you to create tailored experiences for your audience and customers while safeguarding your reputation. It’s a way to maintain your core identity.”
Find your favorite domain registrar to secure your unique domain and elevate your brand strategy.
Presented by: Identity Digital
News Source:TechCrunch，This article does not represent our position.
