When building your website, selecting a domain name is crucial as it impacts marketing strategies and shapes visitors’ perceptions of your brand.
Here are 11 tips for making the right domain name choice:
1. Understanding Domain "Ownership"
No business technically "owns" a domain name. Domains are registered, granting the registrant usage rights. Hence, it’s vital never to let a domain registration lapse. Lost domains can be quickly picked up by others after expiration. To secure your domain, consider the following tips:
- Ensure your credit card details with the registrar are current.
- Activate automatic renewal, but don’t solely rely on it; issues have arisen where automatic renewal failed.
- Registrars usually send expiry alerts. Verify annually or quarterly that your registration email is correct.
- Manually renew the domain ahead of the auto-renewal date for added security.
2. Aligning Domain and Business Names
Generally, a domain should match the business name. However, launching a new site might be a chance to rethink your business name to be more web-friendly or aligned with market shifts. For instance, a digital camera business rebranded due to industry changes post-iPhone release. Trends may justify having a domain that doesn’t exactly match your business name. Nevertheless, always register a domain that corresponds with your physical establishment, even if the website uses a different title.
3. Using Keywords in Domain Names
Domain names with exact match keywords often convert better. They signal to visitors that the site offers what they seek. For example, "Hank’s Tacos" might attract more interest than "Jose’s Cantina" for someone craving tacos. While keywords in domains don’t boost rankings, they attract visitors keen on a specific interest. Some successful sites opt for domains conveying essence, like OnTheWater.com for a fishing site.
4. Domains That Convey Meaning
Consider meaningful domain names that align with your site’s purpose. For instance, SearchEngineJournal.com clearly indicates a search engine-related news site. When choosing a domain, think about the feelings or promises you want to convey. List words like "Friendly," "Fast," or "Trustworthy," or locations like "Cafe" or "Showroom" for associative strength.
5. Keeping Domains Short
Domains should be concise enough for easy recall yet long enough to express your message. Typically, two to three-word domains balance brevity and clarity. Avoid overly long domains that may be forgettable. Focus on how the domain influences potential visitors.
6. Avoid Hyphens in Domain Names
It’s best to steer clear of hyphens in domain names; they can appear spammy. Keywords in domains are less crucial for ranking, so there’s no advantage to stuffing keywords with hyphens.
7. Registering Domain Variants
People often misremember domain names. To capture potential deviations, register variants like singular/plural forms or common misspellings, and redirect them to the correct site. This not only retains traffic but also preempts competitors from acquiring similar domain variants.
8. Defensive Domain Registration
Defensive registration involves securing domains that competitors might later claim. Consider variants such as .net, .org, or country-specific extensions like .ca or .co.uk, especially if your audience is international. Having extra domains also provides flexibility; they can be temporarily used during site maintenance.
9. When the Dot-Com Is Taken
The .com domain is highly sought, and it’s tricky if it’s already in use. If another business uses the desired .com, pursuing a different TLD risks legal issues or visitor confusion. However, if the .com is unused, alternatives might be viable. Consider country code TLDs like .io or .me, or new general TLDs like .agency.
10. Choosing TLDs and ccTLDs
Country code TLDs (ccTLDs) align with specific nations, e.g., .ca or .uk. These are often trusted more locally, enhancing conversion rates. If focusing on a specific region, such as Australia, using a corresponding ccTLD can be advantageous. Note: certain TLDs may require citizenship, e.g., .us domains.
11. Checking Previous Domain Registrations
Some domains have prior registrations with potentially adverse histories, like spam penalties. Investigate using Archive.org to view past uses of a domain. Historical penalties might affect ranking without explicit reports from Google. Understanding the past usage of a domain can prevent future ranking challenges.
Selecting the Ideal Domain Name
Consider all these elements when choosing a domain name. While the process may appear challenging, reflecting on a potential visitor’s preferences simplifies decision-making. Best of luck!
Image source: Shutterstock/Asier Romero
