Choosing a domain name is one of the most important steps in launching a website. Not only does it define your brand’s online identity, but it can also impact memorability, usability, and even SEO. As well as knowing how to choose a domain name, finding the ideal domain name length and choosing the right domain extension, like .com or .co.uk, is more important than you might think.
In this guide, we’ll break down the pros and cons of short vs long domain names, explore how domain length can affect SEO and site performance, and share expert tips on how to find the perfect balance for your business.
What is a domain name?
Your domain name is your website’s unique address. It’s the thing that people type into their browser to find you online. For example, fasthosts.co.uk is our domain name.
It’s made up of two parts: the name (e.g. fasthosts) and the extension (e.g. .co.uk). Think of it like your street address on the internet. It needs to be clear, relevant, and easy to remember.
Learn more: What is a domain name?
What’s the ideal domain name length?
So, should you opt for a long or short domain name?
Research into the world’s top websites shows that the average domain name length falls between 7 and 15 characters. Around 70% of leading domains are 8 characters or fewer, making short domain names the most common choice.
From an SEO and branding perspective, shorter domain names are often more effective because they’re easier to recall, share, and type. But that doesn’t mean long domain names can’t perform well, it’s all about finding a balance between clarity, relevance, and availability.
The benefits of short domain names
Often, a shorter domain name will allow you to create an online presence that’s unique, catchy, and memorable. Let us walk you through some benefits of shorter domain names.
1. Easier to remember
A concise domain name makes your website much easier to recall. In 1956, psychologist George Miller suggested that most adults can store between 5 and 9 items in their short-term memory, with the “magic number” being 7. This aligns almost perfectly with the sweet spot for domain name length.
Keeping your name within 5-8 characters helps users remember and retype your address correctly, increasing the likelihood of repeat visits. Avoid unnecessary numbers, hyphens, or unusual spellings, as they create friction in memory and typing. The goal is to make it as effortless as possible for visitors to recall and find you online.
2. Easier to share
Practically speaking, short domains are easier to share. Whether this is simply copying and pasting, embedding into a post, or even printing onto physical objects such as business cards, a shorter domain name looks neater and more professional. Not to mention that short domains are easily communicable via word of mouth – drawing new users to your site.
3. Easier to type on mobile
More than half of web traffic comes from mobile devices – 59.16% in the fourth quarter of 2022 to be exact. And this world-wide trend is only growing as the younger generations are increasingly mobile-first. Given the significance of mobile, it’s wise to select a domain which is easy to type and view on a smaller screen.
4. More marketable
Short domains tend to be more brandable and marketable. A great domain instantly communicates what your brand stands for.
Choosing a relevant top-level domain (TLD) can also enhance this marketability. For example, adding a .shop domain for an ecommerce brand or a .tech domain for a software company helps users understand what your site offers before they even click. Together, a short name and a meaningful extension can make a powerful first impression.
5. Stronger differentiation
Another benefit of short domain names is differentiation. While exact-match or keyword-stuffed domains can help with relevance, they often sound generic or uninspired. For instance, goodclothes.com doesn’t stand out in a crowded market.
A short, distinctive name helps establish a stronger brand identity and gives you room to grow beyond a single niche. It also looks cleaner and more trustworthy, which can make a big difference in competitive industries.
Limitations of short URLs
While short domain names tend to win on memorability, branding, and ease of use, there are still plenty of scenarios where long domain names are not only necessary but also beneficial. The key is understanding your brand’s priorities and choosing a name that balances clarity with creativity.
Benefits of long domain names
Here are the most common benefits of choosing a long domain name over a short domain name:
- Brand consistency: If your brand name is long, it’s usually best to keep your domain consistent with it to avoid confusing customers.
- Keyword inclusion: Longer domains can include descriptive or keyword-rich phrases, which can still support SEO if used naturally (for example, bestlondonplumber.co.uk).
- More availability: Longer combinations are more likely to be available, helping you secure a domain that matches your brand.
Does your domain name affect SEO?
While your domain name still plays a part in SEO, the way it impacts rankings has changed. In the early days of search, an exact match domain (EMD) or partial match domain (PMD) could give you a direct boost in rankings: the domain name matched the user’s query, signalling relevance.
However, as of 2024–2025, while EMDs and PMDs can still provide value, they do not guarantee ranking success. The key difference is that the domain now needs to be part of a credible, high-quality website: with strong content, good user-experience, trustworthy links and brand signals. For example:
A domain like plumbersinlondon.com (an EMD) might still help if the site offers genuine value and good SEO, but simply owning that domain without doing the work won’t suffice. Conversely, a brand-focused domain like BrightLondonPlumbing.co.uk might perform better in the long run if the brand builds authority, even though it’s not a perfect keyword match.
In short, yes. Having a keyword in your domain may help in terms of context, with the advantage being smaller and more dependent than it used to be. Prioritise trust, brandability and user-experience over just domain keywords.
Should I care about the length of my URLs?
Yes, but remember that your domain name and URL path are different. While your domain identifies your website, your URLs identify individual pages.
Google and users both prefer shorter, descriptive URLs that clearly show what the page is about. For example:
A good URL: example.com/blog/ideal-domain-name-length
A bad URL: example.com/page?id=4567-xyz
Short, keyword-friendly URLs improve click-through rates and make your content easier to navigate and link to.
Tips on choosing the right domain name length
Here are a few best practices when deciding your domain name length:
- Aim for between 7–15 characters
- Avoid numbers, hyphens, or complex spellings
- Check availability before committing to a name
- Use a domain extension that matches your audience – .co.uk for UK businesses, .com for global reach, or something descriptive like .shop for ecommerce
- Protect your brand by registering multiple extensions and close variations
Should I choose a long domain name or a short domain name?
Ultimately, there is no right answer or one-size-fits-all recommendation. You should try and choose a domain name that conveys your products or services to the user clearly, while being as short as possible. In an ideal world, you would be able to choose a domain that includes your brand name, and a word (preferably a keyword) that describes your business.
If you can do this and still come out with a short domain name between 5–8 characters, you’ve hit the jackpot. If this is simply not possible because of the length of your brand name, or the domains you’re after are already taken, it’s important not to get too caught up in the long domain vs. short domain argument. There are countless examples of both being successful.
If you’ve decided on a domain name, length and all, why not choose to host it with us? Or maybe you’re keen to discuss the topic further with one of our experts? In that case, talk to our sales team today.
