Websites
101 - Part 1
Choosing the Right Domain Name If
you have a web presence or are considering one, your first step
will be to choose the right domain name. But before you rush out
and register a domain name, here are a few tips on choosing the
right name that will save you some time and money:
- What your domain name should
REALLY say
- How to find a great name
that will get you noticed
- Where to register a domain
name
What's in a Name
Don't look at your domain name as simply a title for your business.
Consider it as a headline - a marketing tool that appeals directly
to the wants, needs, and desires of your target market.
It doesn't hurt to use "your"
name (AndysAutoParts.com), but also consider choosing a name from
the perspective of your clients and prospects. In reality, they
don't care about your name (or you, for that matter). People are
selfish and want benefits and solutions, and the benefits you offer
should be found in your domain name.
Contrary to "popular
belief", all the good ones are not taken. In fact, just last
week I picked up the domain name coke-collectibles.com. Now, granted,
I am not interested in selling coke collectible items - but I have
a client who is. This combination of words alone drew over 1,000
requests on Overture. You can see that a well chosen "key phrase"
domain name helps in both search requests and to establish what
the site actually is providing.
Although most "experts"
do not recommend the hyphenated name unless you also own the non-hyphenated
name, too. This is true, as people tend to not remember the hyphenated
names, and you don't want to send them to your competitor. However,
the use of hyphenated names can work to your advantage. In the example
of the coke-collectibles.com, this particular client is promoting
a non-hyphenated name off-line and using the hyphenated name as
a gateway. It is a good combination, and will work well in the long
run.
To start, you must take time
in researching the best domain name for you. Don't grab the first
name you find available. More often than not, you'll register a
domain name, only to find a better one available the next week.
Take your time and get it
right - the first time.
Let's begin:
Step
1: Words and Synonyms
Make a list of keywords related to your business. Include some powerful,
emotion-stirring adjectives, or at least words that might pique
one's curiosity. Put them together in two or three word combinations.
Get creative.
I personally use Overture to
look up keywords that are being searched to focus in on the best
domain name for my product. But don't make the name so long that
it is difficult to type in or remember. KISS - Keep It Simple :).
Step
2: Where's the Name?
Next, check the availability of the name. I use www.netsol.com
[Network Solutions] to check the availability. I also use
the "who is" feature on this site for names that are soon
to expire or have recently expired. These names can be priceless,
especially if they carry a ranking in search engines and link popularity.
Another source is NameBargain.com,
where you can search up to 30 names at once for free - a HUGE time
saver.
If you're really serious about
finding good domain names, there are several sources that offer
a list of newly expired domain names - some are free and others
require a modest fee. One such site is Softnik
Technologies. They offer a wonderful program called Domain
Name Analyzer which can help you quickly and easily locate a great
name. It belongs in the toolbox of any online professional - and
it's free. You can also purchase an analyzer software program that
will take the list and find recently expired Yahoo domains.
Yahoo site domains will provide
you instant popularity and links. However, a domain name that points
to Gifts in Alabama will not drive targeted traffic to your site
if you sell auto parts. It will benefit you, in the long run, if
you find a name that fits your business.
Step
3: Name Tester
When you find something you like, before you take the plunge, ask
a few people what they think. Get objective opinions from people
who could be your customer. How does it sound if you say it out
loud? If you advertise on the radio, you better make sure it's clear.
Remember: this isn't 1994 -
you can only be so choosey when it comes to selecting names. The
one you really have your heart on may be taken. If it is, but doesn't
appear to be in use, contact the owner and ask if it's available.
Detailed name and contact information can usually be found by doing
a search at Better-Whois.com
or the "who-is" page on NetSol.com.
Once you locate the owner,
don't offer anything up front - just inquire. (Remember this important
rule of negotiating: The first to name a price usually loses). To
get an idea of how much similar names are going for, first visit
one of the good domain name auction sites like Afternic.com.
Step
4: Name Security
Before you register a name (especially if you're in the US), you
may want to do a free search at the U.S.
Patent and Trademark Office web site. It's a good way to
see if your proposed domain name may potentially violate a registered
federal trademark. Don't assume that because it is available, it's
not trademarked. I've seen it happen. It could be a costly mistake
if you assume and you're wrong.
In addition, there are also
state and international trademark issues to consider. Internet and
trademark law can be a bit overwhelming to the uninitiated. For
a good summary of trademark-related questions, go to Trademark.com
For more info, go to CyberSpace
Law for Non-Lawyers
Other
considerations and recommendations:
- Opt for ".com"
if possible. There may be more options with ".net" and
".org" (or any of the other zillion new extensions),
but ".com" is still king. People remember ".com",
and again, you don't want to send prospects to your competitors.
A new domain, .us, is up and coming. It may eventually become
widely recognized, like the .ca of Canada, but for now - the .com
is prime.
- Stay away from numbers (i.e.
Websites4you.com) - It not only sounds cheesy, but looks cheesy,
too. I also creates confusion if you advertise on the radio.
Step
5: Register
Once you have found a "benefits-focused" name, you're
ready to buy. Here are few places you may want to utilize when
registering your domain name. I personally use GoDaddy.com. I
like their technical support and they offer discounts on registering
for more than one year. Their pricing is extremely competitive
as they are continually running "specials".
Below are domain name registration prices
from a few major providers.
This list was last compiled on August 5, 2004.
|
$2.50 |
|
$5.99 |
|
$6.49 |
|
$6.95 |
|
$6.95 |
|
$6.95 |
|
$6.99 |
|
$8.95 |
|
$9.95 |
|
$9.99 |
|
$14.95 |
|
$16.37 |
|
$16.57 |
|
$29.95 |
|
$34.99 |
|
$35.00 |
Most importantly, once your
purchase your domain name and have built up your site - DON'T
LET IT EXPIRE - for any reason. If you decide the Internet is
not for you, consider "selling" your domain name. If you
simply let it expire - many internet businesses snap up names, whether
they have anything to do with it's prior occupation or not. These
"site snappers" specifically hunt for those domains that
have linkage and search engine rankings and use this instant popularity
to simply point to their main site.
This may sound ridiculous,
but when you have put your heart and soul, not to mention time and
money into building up your site with search engines, directories
and links, you don't want your name sullied when a year later it
points to a porn site, do you?
Remember, a domain name is
only as good as it is promoted. In actuality, a well-chosen domain
name will be just as much a failure as a poor one, if not properly
marketed.
Keep these tips in mind, and
you'll soon be on your way to finding a great, memorable, traffic-generating
domain name.
About The Author
Suzanne Fyhrie owns and operates OneWay Advertising and Design.
She specializes in marketing and graphic design and her clientele
reach from Montana to Trinidad.
