No, it's not th'at. It's that for us small fish, the domain name should match the search term. It is highly unlikely that someone will search for 'crann-na-beatha.'

However, as people begin to realize that they can die from climate change, and as conditions worsen, many will begin to search for the term 'survive climate change' or how to survive climate change. Currently, there are 750 searches that contain those words per month. I think it will increase.

It's not about branding. It's about search terms.

If, for instance, you had purchased a domain name by the name of 'Gaelic culture' you would have had people googling that, and google would have sent them to your website.

Also, the internet is about providing people with information they are looking for. If they want to read poetry or fiction, there are millions of well established writers out there. They are not going to search for the likes of you or me. (Sad, but true). So, if you want to earn a living, you have to figure out what people want to know about, and then find a domain name that will suit the question, then name the website that, and then write about that, always including those keywords.

That's the way the web works.