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45 linkage data, so it is important to ensure you mix your inbound link text. Tips on mixing anchor text are located in the link building sections of this e-book. Dashed Domain Names Direct marketing mail campaigns usually peak in effectiveness around the third exposure to a marketing message. Many shoppers look around. If you want them to come back, you want to have a domain name that will stick in their heads. It can have keywords in it, but the thing you want more than anything else is a name that sticks. If the option between having the dash in the domain and not having a dash exists, you are probably better off going without the dash as it looks more professional and would most likely be more memorable. It is branding suicide to only have users find your site via search engines. If you are hoping to make sales on the first view in search engines, you need strong copywriting and usability. If you are just using quick-buck-lead-generation websites then you may want to use a keyword-rich hyphenated domain for the small benefit it may offer, but in most cases, I do not recommend a hyphenated domain name for long-term websites. Long versus Short URLs People will forget the words in a domain name that is exceptionally long. Another problem with exceptionally long URLs is that they get cut off in e-mails and some other data transmission types. If you make the idea hard to spread, then you limit your site's potential income. The Best of Both Worlds! What if you could get some of the benefits of a long keyword rich domain while still using a shorter and easy to brand domain name? You can! If you use a short, branded domain, you can still include your keywords in your page title and logo to help control how some people link at your site. For example, a company like PayPal can register the domain Paypal.com, but put the words payment solutions or online payments in their logo near the word PayPal. Some people will reference them with those words as part of the company name. Search engines associate words that occur near one another. For example, Google showed the following as suggested advertisements. On the far right notice how Google realized that my name and the name of my strongest brand are related. Using your keywords in your domain name can increase click-through rates on search engine listings and paid ads as well as make it easier to get keyword-rich inbound links. But you want to consider balancing the effects on brand and your long-term goals before deciding what name to use.