How to choose a domain name

Last updated 12 October 2026 · By the XKey team

Does the domain name affect SEO?

Only a little. Years ago a domain stuffed with keywords ("cheap-plumber-preston.co.uk") gave a boost; Google stopped rewarding that long ago. What ranks is the site: useful pages, good reviews and links. A domain still helps indirectly – a clear, trustworthy name gets more clicks and is easier for people to remember and link to.

Should I choose .co.uk or .com?

• .co.uk tells UK customers you're a UK business at a glance and is usually the best choice if you only sell in the UK.
• .com suits businesses selling internationally, or when the .co.uk is taken.
• .uk is shorter but less familiar to most customers.

Google treats country endings like .co.uk as a signal that the site is aimed at that country. If you can, register both your .co.uk and .com and point one at the other with a redirect, so nobody else can take the one you don't use.

What makes a good domain name?

• Your business name, or as close to it as you can get. A brand you can build is worth more than a description.
• Short and easy to spell when said out loud – test it over the phone.
• No hyphens or numbers if you can avoid them; people forget them.
• Not tied to one town or service if you might grow. "blackpoolboilers.co.uk" is awkward once you cover Preston and fit bathrooms.

Is it worth buying an old or expired domain?

Sometimes, but check its history first. An old domain can carry links that still point to it – or a past as a spam site that Google doesn't trust. Look up its registration date with the domain age checker, see who links to it with the backlink checker, and look at old versions on the Internet Archive's Wayback Machine. Buying expired domains just to redirect their links to your site breaks Google's spam policies.

What should I do after registering?

• Turn on auto-renew and keep the card details up to date – an expired domain takes your website and email down at once.
• Register the domain in the business's name, with an email address the business controls.
• Set up your email records (SPF and DMARC) so your emails arrive – check them with the DNS lookup.
• Make sure every version of the address (with and without www, http and https) ends up at one secure address. Check with the redirect checker.

Can I change my domain later?

Yes, with care. Redirect every old page to its new address and tell Google through Search Console's Change of Address tool. Our guide to a website redesign without losing rankings covers the steps.

Frequently asked questions

Does an older domain rank better?

Not because of its age alone. Older sites often rank well because they've built up content and links over time, not because of their registration date.

Should I buy domains with keywords in them?

Only if it's also a good name for your business. Keyword domains don't get a ranking boost now, and they can look less trustworthy than a brand name.

Who should own my domain name?

Your business, registered in your name with your login. If a web designer registered it for you, ask for it to be transferred to your own account.