A good brand name will result in people being able to remember your brand easier, and to be able to tell their friends about your brand and then enabling those friends to be able to find you online- easier.
Brand is an identifier of who you are. It is incumbent upon you to create the meaning of the brand for your customers and the market at large. Will they come to know that your brand represents great customer service? Or quality products? Or low cost? It is up to you to distinguish yourself and the brand is the label that identifies those traits your company represents.
While a brand can be effective in getting traffic to your website, it usually plays a small role. Getting traffic to your website requires marketing. It should start with good SEO. SEO means Search Engine Optimized. To get your share of the search traffic, you need to build a strong search engine footprint, so your website will rank high in the organic (free) search results on as many keywords as possible. Good SEO means using the right architecture and content to give your website its best chance of getting ranked.
The domain name represents a few factors in a search engines algorithm for ranking relevancy of websites. Google looks at the keyword being searched on, and if that keyword is contained within the domain name (example funnycat.tld), then the relevancy increases. Google also looks at the keyword within the URL (http://www.funnycat.tld/something/hairball.html) If the user is searches on the term “funny cat hairball”, then Google sees partial match in the domain name for “funny cat” and a complete match in the URL for “funny cat” + “hairball”. These kinds of matches increase a website relevancy when the user is searching for those keywords. However, the algorithm does not stop with the domain name and URL as the only two factors. It also looks at keyword density within the HTML title, meta tags, content within the website, image alt text description, and so on. Google also searches trustworthy external websites that link to your website. This combination of number of links and the quality of those links, have a huge impact on the Google’s trust in your website, and thus the ranking. Your website is rewarded for having lots of great content, in the form of articles, blog post, and user reviews. It takes time and lots of hard work to get clients to your website using SEO.
A quicker way to get search traffic would be to pay for it with Google AdWords. This is called Pay-Per-Click (PPC), which essential means that you bid on traffic from people’s searches. The higher you bid relative to all others bidding, will mostly determine your position in the search engine results. There are four PPC spots at the top of each search result page in Google, followed by ten free SEO results, followed by another three PPC results. This is repeated for every result page thereafter, so long as there are advertisers. If there are no advertisers, you will only see the SEO results.
Your goal is to do a great job on SEO to drive traffic to your website and/or drive very targeted traffic to your website using PPC, but once the customer is on your website – but you want to enforce the value of your brand with the way that you made the customer feel. If you made them feel great, they naturally want to tell others about you. This is when great brand name selection becomes such a high value. You want a brand name that can be easily remembered, repeated, and spelled correctly.
Whether you roll up your sleeves and invest in SEO building, or buy your traffic through PPC, or spend money on any number of advertisement or promotion campaigns, the bottom line is that those efforts drive traffic to your website, but it is your brand name and the value it represents that makes them want to come back or tell their friends.