Domain Name Choice

By: Sean Ray

A few tips to keep in mind when choosing a domain name:

Unless your business only serves a particular location, don’t specify a location in your domain name. In the example above, floridagiftbaskets dot com would only be an effective name if you only serviced Florida. If you ship outside that area, customers are not likely to ever know that when your site pops up on a search engine. Keep your name as geographically general as possible if you service a wide geographical area.

The old-fashioned adage of Keep It Super Simple applies here. You don’t want a domain name that is the equivalent of a full sentence – people will never remember that. Similarly, don’t employ crazy spellings or lots of characters like hyphens or case-sensitivity. If people have to remember too many specifics, chances are they will get it wrong and will move on.

Consider the variations. If you want to use the name fancyfootwear.com, when you go to buy that domain name, buy also fancy-footwear.com. FancyFootwear.com, or fancyfootwear.net. Buying the variations to your domain name will further strengthen your brand because other people can’t use a similar name.

There’s no need to pay major dollars for a domain name. Domain-name sales can be big business for the people selling them; don’t buy into it. Your money is more wisely spent on boosting your brand’s presence through other advertising initiatives.

There is a certain cachet to domain names that end in .com, .ca, .net, or .org. Choosing one of these (rather than .biz, for example) will lend an automatic air of reliability to your brand. People trust what they know, and if they recognize your business as having an extension they recognize, they are much more likely to trust you than if it is something they haven’t seen. These recognizable extensions are known as TLDs, or Top-Level Domains.

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