Generic domain for SEO versus Brand name

[cestor]

I am currently building a retail e-commerce site in a highly competitive area. We have a generic brand name; e.g. kitchen-knives.com and we also have another brand name, e.g. 'slycers.com'

We have 3 options that I can see and I would like to know which is better for SEO.

1. Build generic.com as a blog site. Link to brand.com
2. 301 redirect from generic.com to brand.com. Use generic.com as anchor text in all links
3. 301 redirect from brand.com to generic.com  . Use generic.com as anchor text in all links

Also, if there are other better options, then I would appreciate the input!

thanks

[AnthonyMangia]

Most SEOs have the opinion that exact match domains are a bit too powerful in Google's current algorithm, and I think most of us would bet our money on this tactic falling out of favor in the future.  Although admittedly, it has stuck around for longer than I think most of us would have expected.

Branded traffic, on the other hand, isn't going to be affected nearly as much by any sort of algorithm change in the future - and it converts insanely well.  This should be the primary goal of anybody with a business.

Of course generic traffic is important, but in my opinion, it's not important enough to put building my brand in the backseat, or to affect the way I choose a domain for my company.

Now if this was an affiliate website or some kind of blog that I was launching in order to gain traffic from advertising, my opinion might be different.  But because this is a company, and presumably one that you intend to be around for a long time to come, I think branding is the most important consideration.

If I had a sweet generic domain name in addition to my company domain, I might consider making a small microsite expressly for linkbuilding purposes, although I have to emphasize here that the vast, vast, vast majority of your effort should go into working on your primary domain.

[cestor]

Maybe I should have added - we already have both the brand and the generic domain names and this is an industry with many well-established brands already competing.

if we focus on building the brand; the question that I then have is what is the best use to make of the generic domain when link-building?

The reality is on a real google search today for 'kitchen knives', kitchenknives.com is the #1 result, and it's the same for many other products where the generic term for SEO ranks higher than brand names. Surely this is because of the anchor text/ domain name match rather than because 'kitchenknives.com' is such an amazing brand?

[AnthonyMangia]

You know what's cooler than selling a million knives?  Selling a BILLION knives.

Micah and EGOL are giving specific advice relating to choosing your domain name, but behind their advice is a much broader mindset: think big picture.

Why do you expect to get most of your traffic from generic search terms?  Why not make it your goal to get most of your traffic from branded keywords?

Make Slycers a household name.

When you get into the link building phase, don't think about the link.  Think about the brand.  Think about the community you are reaching in building a link.  Think about the exposure you are getting for your product.

When you're writing a press release, don't consider the links it might bring in.  Consider whether or not this is really newsworthy content.  Whether or not this could get picked up by national media.  Whether or not your story is interesting enough to get the kind of exposure you're hoping for.

When you're creating content, don't think about optimizing it for Google or Bing.  Write for your customers, for people looking for a better kitchen knife.  Don't think about "keyword density" or "PR sculpting", think about engaging your audience and developing a website that visitors will find useful and entertaining.

When you're running your social media campaign, don't think about the traffic it could bring in.  Think about engaging your audience and building a following.  Think about turning influencers in your niche into brand advocates that are in love with Slycers and are telling everyone they know - not because you asked, but because they want to.

Do these things, have this mindset, and this whole SEO thing becomes dramatically simpler.

[cestor]

So are you guys saying, assuming slycers.com is going to be my brand name, to focus on that entirely and not worry about keyword-rich backlink building to the generic kitchen-knives.com domain name, even though I would expect most traffic to come through a google search for 'kitchen knives'? I would also add that the generic search term (kitchen knives in this example) is incredibly competitive.

[EGOL]

You were asking the wrong question.... but PeterM22 gave a great answer.

I'd do what he says and forget about Options 1 2 and 3.

[EGOL]

I would not do any of 1, 2 or 3.

I would pick one of those domains and put all of my efforts into it.  Which one to pick?  I would avoid hyphens and go with something easy to remember.

[cestor]

sorry, but that doesn't actually answer my question!

[PeterM22]

If you've got a great brandable domain, i'd go with that personally. A keyword domain definately does help with seo, but if long and cumbersome, it will be harder to remember, which could lead to less people remembering it and returning, especially if it has hyphens. Also, many people suspect the seo keyword domains will lower in importance over time, myself included.