User blog comment:Brandon Rhea/How we're testing the fandom.com domain migration/@comment-5774380-20181026134210/@comment-20644-20181026162932

It won't draw users away from search results, for two reasons:


 * 1) Very little traffic comes from people searching " wiki." People search for the subject, not the technology behind the subject.
 * 2) Most traffic to Fandom comes from people who are looking for a specific piece of information, find it on a Fandom community as a result of our SEO power, and then bounce. There are very few repeat visitors within a 30 day period. That’s true across Fandom, and it was true when Fandom was Wikia.

People are paying attention to your content, not the name of the site where your content is hosted. All indications over the years are that there's very little reader awareness of Fandom wikis being neutral encyclopedias, or how other kinds of content or branding interact with it. They just enjoy the content the community is providing.

That's not a bad thing. That means there's potential for growth, for building a brand, and for building community identity.