How valuable are domain names in 2013?

I get asked frequently by clients does my domain name matter? I say it does to a degree, but its no-where near as important as it used to be.

Social search and the increased browser sophistication means many of us don’t type in the full web address when we are searching, anymore. When we search for a company or information on a company we often search on Social Media platforms like Facebook or Twitter or we use Google. With Google search we often don’t even need to type in the full query before we are served up what we are looking for.

Businesses now direct people to not only their websites but also to social channels such as Facebook, Twitter, Instagram, & Pinterest to deliver their messages. I would suggest that creating a brand that is easy to engage with on any platform, is now more important.

Domains Names do help with Search Engine Optimisation (SEO), if your businesses primary keyword is in your domain name it can positively affect Quality Score and your websites relevancy.
If you haven’t chosen a domain name yet, one of the most important things to look at is how many people are searching Google for an exact name search of your domain. Try and choose a domain that contains one of your primary search terms.

While the latest Google algorithm changes are making exact-name domain matches not as critical as they used to be, they are still important in an overall SEO strategy. However, a website also needs to have rich content, ingoing and outgoing links, active engagement, and a modern design that works across multiple platforms and experiences.