Debunking the URL myth: don’t let a domain stand in the way of a great brand name.

Debunking the URL myth: don’t let a domain stand in the way of a great brand name.

Over the years, many clients have eliminated strong brand name candidates simply because the domain wasn’t available. After seeing names with great potential fall by the wayside, we sought to better understand the impact of owning the .com. Is it a real barrier to success, or is this just a myth? What’s the ROI, if any? 

In September 2024, we launched a study among consumers in the USA (general population) to test our theory.

Here’s what we found:

  1. 91% of web traffic comes from search engines, not direct URL entry. Most respondents default to using search engines or AI tools like ChatGPT, making direct URL entry much less of a consideration. Further, brands are increasingly using alternative top-level domains (TLDs) like .io, .co, or even niche-specific extensions (.tech, .design) to establish their online presence. The bottom line: your customers will find you, regardless of your URL.
  2. 80% of users have no preference between exact domains or those with modifiers (get-, try- or use-, or .co, .net). Those who placed more value on exact domains tended to be students who look for specific domains when citing research or writing papers.
  3. Google’s algorithms have changed to prioritize relevant, high-quality content over exact-match domains. Relevant content better satisfies user intent compared to sites with exact-match domains that may offer low quality information. Exact-match domains were often used in manipulative SEO practices, where sites ranked for keywords without providing valuable content. Google’s updates have reduced the effectiveness of these tactics, promoting sites that offer genuine value instead.

As trademark clutter increases, so will the difficulty of acquiring an exact domain. But rest assured, there are many brands who have performed well without owning the URL. Some select examples:


Our position remains the same: your brand name should not be driven by URL availability. It is far more valuable to invest your time and money on marketing and communication efforts and building a product/company that will draw people to your website in the first place.