What is a domain name? Domain names are the letters, numbers and words we type in the address section on our computer’s web browsers. Or, we type these words into a search engine’s inquiry box–like Google, Yahoo, Bing, etc. to find the actual business address.

Domain names are word identifiers for the actual web address–which is a series of numbers assigned to that specific domain name by web servers. An example of a server’s IP (internet protocol) address is: 74.52.183.82 (domain name: ezscrap.net). The numbers represent a binary address for that specific domain name. It tells the internet where to find that website’s supporting server (or files published on the internet). Enough of the techno-mubo-jumbo, let’s get to the practical side of what it means to “making money on the internet.”

Domain names are critically functional for people to find your website. Here are some suggested pointers to help you in selecting an appropriate domain name for your website(s):

• Your Business or Website Name Should be the Basis of Your Domain Name

  Too often webmasters put the cart before the horse. They pick a domain name, and then try to fit their business name to the domain name.  Make the process the other way around.  Your web business name should be the focus of the domain name you select.

  The unfortunate side of this recommendation is being able to obtain the exact domain name as your business name. Many domain names have already been assigned, and the one you want may be one of them. What are your options? Try purchasing the name from the current owner. This most likely will prove fruitless, but well worth the effort to ask. There are people who register domain names with the express purpose of selling them later on. This is their business–so to speak. If your business name is well “branded” you may be well served in paying the requested price to purchase the domain name that you need and want. If you choose to try and purchase from an existing owner go to one of the search engines and type in “whois” and follow their directions.

  Another option is to select a domain name as close to your business’s name as possible. The challenge with this option is getting customers or browsers to land on your site. Individuals will type in an address or search term they believe to be the correct one.  If they don’t enter the correct web address or search request words/phrases they may wind up on another site not even related to yours. This is a clear reason to have a domain name and business with the same name as much as possible.

  If you are just starting your business you do have some wiggle room to select a domain name, and then title your business to your domain name. We highly encourage you to include “key words and key word phrases” into your business and domain name. In some respects this would be the favored option, but not if you already have an established business with some “brand recognition.”  With an existing business you’ll have to work at selecting (or buying) the domain name you want and need for your web business.
  

• Brand Name Domains vs Generalized or Generic Names

  Being as specific and exact in the name you chose is a critical factor. A prime reason is to help filter out visitors who are not really interested in your website and what products and services you offer. They may just be “looky-lous” which you can do with out. This can be your first step in targeting your potential customers. Help your customers and prospective customers remember your web address . . . most will identify and more easily remember a specific detailed web name associated with a branded business name.

• Should Domain Names Be Long or Short?

  You have up to 67 characters in length to use to describe, or title your domain name. Are there any domain names out there of this length? Do you want customers or visitors to remember that much information to get to your site? These may be rhetorical questions, but they do have validity.

  Having a domain name, which is designed and selected with meaningful keywords and phrases to expressly identify what your business is about, should be your prime goal.

  Short domains may seem easier to remember. They may even be easier or faster to type . . . there may be is less chance of typing in the domain wrong. These, too, are valid assumptions, but will a short domain name correctly identify what your business is about?

  Longer domain names, however, could be easier to remember–especially if the name is branded, and clearly identifies how your business can help them. You have to recognize finding a short name may be difficult as noted above.

  Length should be considered, but more as a secondary issue. Where possible select a shorter domain name, but a shorter name needs to label your web business with as much specificity about what they should expect when they get to your site.

  Don’t forget to use key words and key phrases as much as possible in the construction/selection of your domain name.

• To Hyphenate or Not to Hyphenate Your Domain Name

  There are pluses and minuses to this dilemma. In the end, you must be the decider.
  

  Here are the pluses:

  1. This may be your best option because the specific domain name you want and need is gone, but adding hyphenated words would make it available.
  2. Key words are more distinguishable for search engines.  Always a plus when looking to optimize your SEO (search engine optimization) for page ranking.

  Here are some of the negatives:

  1. Hyphens are harder to type.
  2. Hyphens are harder for users to remember as being part of the “exact address.”
     
  3. Users often forget to tell people they refer to your website that the address includes hyphens, and where they go.
     
  4. They make for confusion and increase errors in getting to your site.  Leave out a hyphen and visitors will land some place else.
     

Bottom line, don’t use them if you can avoid them, but they can help clarify and identify your business name and purpose.

• “The,” “My,” and Plurals as Part of the Domain Name

  The question is whether to add “superfluous” items to a domain name. Here again it becomes a matter of personal choice. We recommend not using plurals. They tend to get left off when typing in a address or search request. And using the other two is optional at your discretion, but having a simple and pure domain name works best. Using “The” and “My” could be how you get the domain name you want. The primary problem with any or all of these additions is getting customers and visitors to add them when they are typing in your address. Additional advertising and promotion of your website with these added elements is essential to success. If you have a good brand of your business already, this may be more of an inconvenience than a stumbling block.

• Which is Better: COM, NET, ORG or any of the Others?
  

  You should always try to get the “top level domains” (TDLs) if at all possible. .COM is the premier followed by .NET. The others like .ORG or .GOV generally have specific targeted groups associated with them. Use the country specific ones like: .DE, .NU, etc.) These serve a geographic area which could well be where your target market is located.

  The most common and utilized domain suffix is .COM. This term is referenced more than any other. When you think of a web address for domains, for most of us, “domains.com” would easily come to mind. That’s why you should always try for a .com domain . . . because all of us think of the internet as a .COM thing.

  .NET would come next followed by .ORG. They can be productive if promoted properly, but recognize you’ll have to spend extra effort promoting them.

• Number in a Domain Name

  Using numerals in a domain name is optional as we’ve stated with other added elements to a domain name other than the name of your business. Numerals are generally not viewed by the search engine spiders. This means little affect would take place in the search engine optimization process. But, like other simple straight forward domain names, numbers could create confusion on the part of searchers, not to mention remembering them as being part of your address. “One4All” could be confused with “oneforall” or “onefourall”  if given verbally over a telephone. Promoting your website address would take added effort. Here again, we generally recommend against it, but it may be a way to get the domain you want–at least phonetically.

As you can see the rules are not fast and firm, and there is room for flexibility. Which way you choose will depend on many of the factors we’ve presented here. Good businesses with good branding and credibility will succeed. Follow these tips and your business will do well using the internet.

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This entry was posted on Friday, August 21st, 2009 at 9:16 pm and is filed under Affiliate Marketing, E-Commerce & Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.