Today, once and for all I’m going to answer the big question that’s been keeping domainers up at night for almost a decade. This a question often asked by new domainers and in today’s blog I’m going to give you the absolute, final and definitive answer to the long standing question: is it better to have a domain name in the singular or the plural? Is less really more? The unequivocal answer is: It just depends…
If you’re buying a domain for a directory, a professional association or product sales then you may want to go with the plural. Why? Because often times consumers will do a search using the plural and having the plural may improve the site’s search ability. But there’s no guarantee of that because the potential for web traffic is not a static figure. It’s not based solely on the monthly search volume in Google keyword planner. You need to consult an SEO expert if you’re buying a generic domain for development and you want to maximize search volume, click through rates, conversion, traffic optimization and more.
For brandables though it’s a different story. You’re buying a domain that you hope will be the eventual name and brand for a company. Sure the company may sell products but these days companies are not calling themselves Acme Widgets. They have names like Widgetly or Widgetize or AcroWidget etc. So in the case of brandables my default preference is for the singular. In some rare instances the plural may be preferable. But generally, these days, companies want their name, and brand, in the singular version.
If you doubt what I’m saying then ponder this: eBays, Facebooks, Apples, Microsofts, GoDaddys, SalesForces, TechCrunches. You get the point?
So in my opinion the default for a brandable domain is the singular version. The great majority of startups have their brand in the singular ie. Slack, SnapChat, Uber, HomeHero, Medium, DollarShave, Shyp, Gigster, HackerOne, ClassPass, FashionMetric etc. However, there will always be exceptions to every rule. For example Postmates, Zenefits and Naked Labs (yes it’s a real company) have chosen the plural for their brand.
So think through each situation carefully, know your target market and be wary of the plural. In most cases it’s the inferior version of a potentially brandable domain. Save yourself a keystroke and maximize potential profits by leaving out the ‘s’ on your next brandable domain reg or purchase.
Now let me test your evaluation skills. This week, the following domains sold in the drops with the plural version. TrueTravels.com ($1950), SilverTags.com ($110), BestBlends.com ($152) and LuckyTips.com ($270). Would the singular version have been better for any or all of these names? Give me your thoughts in the comment section below.
Is It Your Lucky Day?
Ok, I’m gonna change it up this week. Instead of giving you sold names here’s a list of brandable domains CURRENTLY AVAILABLE in the Go Daddy closeouts (as of press time) priced between $5 and $11. If you buy one let me know in the comment section.
Thanks for reading. May all your sales be to endusers!