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I have a language dictionary website at, say, keyword.org. I call the site by its name, so it's called "Keyword.org". However, there's a more well-established site with "Keyword.com".
Any searches online for "keyword" show the competitor's site first, and I don't see my site overtaking it any time soon. What would your suggestion be with regards to branding and attracting repeat visitors? Should I perhaps come up with a brand name so that people will look for that brand directly rather than "keyword"?
Yes, if you don't have keyword.com, or at least a stem (KeywordGuide, BestKeyword etc), you are best developing a brand, if you are targetting repeats.
If however you are unlikely to get repeats, then you would be best targetting the SERPs, where keyword.org (and keyword domains in general) CURRENTLY enjoy an advantage.