Short-term findability versus longer term brand awareness?

May 15, 2007 by Laurence Veale

Internet Car Company Dot ie

I wonder if they decided to name their company based on keywords car buyers are using in Google, and if so, did they get it right?

Generic or DAFT?

In a highly competitive marketplace, is the answer to join the flock with a generic domain name or go a little bit out there?

Screenshot of Google Search results for property ireland

Take the extremely competitive online property space. In the glut of generically named websites, there are plenty of property-some-generic-words-here.com’s and then there’s Daft.ie that kind of stands out that little a bit more.

But here’s the big question…
are you chasing short term findability in search engine results at the expense of long term brand awareness and differentiation?

I’m sure Seth Godin would have something to say on this

One Comment

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  1. Eoghan McCabe
    May 16, 2007 at 10:09 am

    Good question. I’m sure there’s some sort of healthy balance where you can achieve a fair share of both. E.g. “daft property team”, or something a little snappier!