Research shows domain names with 7 or less characters receive the highest traffic. If a domain name is 10 characters long, traffic drops by 7%. In other words, each extra character leads to 2% less traffic. You can see the problem if you own RockYourPipesPlumbingService.com
Long domain names simply won’t do in this age of competing brands, short attention spans and increasingly small screens. Don’t even think of using a hyphen to make your winding domain name more brandable. Studies have found a slide in a website’s ranking if it used a hyphen in its URL. There is only one way to improve the aesthetics of your domain name and in turn, drive up brand exposure and loyalty: by shortening your URL.