Rudy Ellis, Switchboard Live CEO, chose a descriptive domain, switchboard.live, during a rebrand to “clearly communicate the live streaming and content space.” He adds that his company, a Google for Startups Black Founders Fund recipient, has also benefited from increased visibility on the web. “Our domain name definitely gives us an advantage. First of all, we know it works for SEO. We get a lot of inbound traffic, and most of it is organic. We attribute that to our domain name,” Ellis says.