But to find a domain name is not only about creativity: it must also be short, memorable, and easy to pronounce. At the same time, choosing the right domain extension remains crucial to build trust and effectively reach your target audience.
Classic TLDs and new domain extensions: What matters today
Find a domain name faster with AI
Between SEO and brand impact
Using multiple domain names effectively
Domain flipping: Opportunities for investors
Actively shaping the future of domain names
Classic TLDs and new domain extensions: What matters today
In the past, the choice was simple: companies active in Switzerland went for .ch, while international businesses chose .com or .net. These classic extensions are still strong today. They convey trust, are widely recognized and remain particularly valuable if you want to build your brand in the long term.
At the same time, hundreds of new domain extensions have emerged in recent years. Endings like .shop, .blog, .app, .tech or .swiss immediately make clear what your website is about. They allow you to create concise and memorable addresses that not only look modern but also connect more directly with your target audience.
Example
An online shop for outdoor equipment can communicate much more clearly with a domain like outdoor-wear.shop than with a long or abstract name under a classic extension.
Classic TLDs remain important, especially for brand awareness. But the new extensions offer huge opportunities to tailor your domain specifically to your industry, region or purpose.
Find a domain name faster with AI
Finding a suitable domain name used to be a tedious task: brainstorming ideas, checking if the address was available, discarding them and starting over. Today, artificial intelligence can assist you in this process. AI-powered tools generate dozens of name ideas within seconds, from classic to creative and even suggest the appropriate domain extension.
The advantage: you quickly receive a wide range of suggestions and can filter them based on your criteria. Are you looking for a location-based name for your company in Zurich or a modern extension like .shop for your online store? With AI, you can instantly assess which combinations make the most sense.
Example
You enter terms like Yoga and Zurich, and the AI suggests variants such as yogazurich.ch, yoga-studio.swiss, or fit-with-yoga.studio. This way you save time, get fresh ideas and can find a domain name that perfectly fits your brand and target audience.
But keep in mind: AI only provides suggestions. The final decision is yours. For all AI-generated ideas, make sure to check the following criteria:
Brevity: the shorter, the easier to remember.
Clarity: avoid complicated spellings or special characters.
- Memorability: does the name still work if you say it over the phone?
- Brand fit: does it really match your company and positioning?
This way, you can use AI as a creative assistant while still keeping control over your brand identity.
Between SEO and brand impact
Many people wonder, when trying to find a domain name, whether it’s better to choose an address with clear keywords, such as dentist-zurich.ch or a pure brand domain like smileplus.ch. The answer: both approaches have their advantages, the key is what role your domain should play in your overall strategy.
Keyword domains can inspire trust in search results, because users immediately understand what it’s about. A domain like holidayhome-ticino.ch clearly signals the content and appeals to people searching for exactly that. However, a domain name alone is no longer enough for a good ranking. Today, content, loading speed and backlinks matter much more. Learn more in our SEO guide to improve your ranking.
Brand domains, on the other hand, are often shorter, more memorable and stronger in the long term. A name like smileplus.ch sticks more easily in people’s minds and works perfectly for branding, even outside search engines.
If possible, combine both. Choose a brand domain as your main address and secure one or two keyword domains in addition. You can then redirect them or use them for campaigns, allowing you to benefit from the strengths of both strategies.
Using multiple domain names effectively
Anyone who wants to find a domain name and secure it for the long term should not rely on just one address. It often makes sense to register multiple variants and use them strategically. This way you protect your brand, stay flexible and cover different use cases.
Typical strategies
Main domain + redirects
Use a clear main address (your-brand.ch) and redirect additional domains such as your-brand.com or your-brand.swiss to it. This prevents confusion and strengthens your brand internationally.
Campaign domains
For marketing campaigns, a dedicated domain that is easy to remember (e.g. summerpromo.ch) is worthwhile. It points directly to a landing page and makes it easier to measure the campaign’s success.
Consider umlauts
In Switzerland, it is smart to register both versions of a domain with umlauts. For example, müller.ch and mueller.ch, since many foreign keyboards do not support umlauts. This ensures visitors can always reach your website, regardless of spelling.
Industry-specific extensions
It can also be useful to register a thematic extension such as .shop or .blog if it matches your business model.
Owning multiple domains does not mean you have to manage multiple websites. With redirects and a clear strategy, you can expand your reach, protect your brand and even achieve targeted marketing effects.
Domain flipping: Opportunities for investors
The most valuable are short, memorable domains or those with a clear niche focus. For example: a domain like bike-ticino.ch could be interesting for a local provider specializing in cycling holidays.
In addition to their own use, it can also be attractive to view domain names as an investment. Domain flipping refers to the trade of domains: registering an available address with potential and later selling it at a higher price.
But caution is needed: trademark rights must not be violated. Names containing protected terms (e.g. cocacola-shop.ch) are off limits and can lead to legal issues.
Domain flipping remains an interesting field, but more for investors who can identify trends early. For most businesses, the priority is to find the right domain name and secure it for the long term.
Actively shaping the future of domain names
The world of domains is more diverse than ever. Classic extensions such as .ch or .com remain relevant, but new domain extensions open up exciting opportunities for branding and audience targeting. With artificial intelligence, creative ideas can be developed faster, but it’s essential to review the suggestions critically and make the best choice based on clear criteria.
Whether it’s about using multiple domains effectively or protecting your brand in the long term, those who secure the right addresses early gain a real advantage. And while domain trading may be attractive for some, for most businesses the priority is to find the right domain name that fits their brand and builds trust online.
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