App/Website Names For Keywords or Brand?

[DaRK9]

What are your opinions on naming an App or Web Service for keywords vs brand name. Lots of start-ups are using nifty almost fad type names for their brand.

Do you think having your search target in the App name would affect anything?

Obviously you wouldn't want to reply on this for all users, but would it help?

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[Andy Black]

I prefer having a name that's "brandable" and that isn't "keyword rich".

e.g.

123.ie is one of the biggest insurance brands in Ireland. There's 27k searches per month according to the Google Keyword Planner for 123.ie. No-one can legitimately put 123.ie in their ad and hijack that "branded traffic".

In the UK, there is a insurance comparison site called "Compare the Market". Type that in though to find their site, and all the other competing ads have headlines such as "Compare The Market For Insurance". It's not a brand name they can protect...

 

[DaRK9]

I prefer having a name that's "brandable" and that isn't "keyword rich".

e.g.

123.ie is one of the biggest insurance brands in Ireland. There's 27k searches per month according to the Google Keyword Planner for 123.ie. No-one can legitimately put 123.ie in their ad and hijack that "branded traffic".

In the UK, there is a insurance comparison site called "Compare the Market". Type that in though to find their site, and all the other competing ads have headlines such as "Compare The Market For Insurance". It's not a brand name they can protect...

What about for apps? Or would it be better to mainly rely on pre-launch marketing for initial downloads?
I prefer brand-ability for businesses, but not sure for apps. Most are hodgepodge names that make no sense.