One of the most common questions I'm asked by my clients is "What
domain name should I use for my website?". In response, I would
recommend considering several factors. In the following article, I
will go through these factors in a question and answer format:
Sending Email 1. Should I choose a country code domain name (like .CO.UK or
.CA), or a global top-level domain like .COM?
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Reading Email If your target market is specific to one country, I would
recommend using a country code domain name, especially if you sell
physical products that can only be delivered within that country.
Many people I have spoken to tell me that they are often uncertain
of where online stores are located, and it is not until they reach
checkout and are asked to pay in a foreign currency that they are
not able to order the products in their shopping basket due to the
website not selling internationally. Having a country code domain
name instantly lets your potential customers know that you are
located in the same country as them, and that your service is
designed specifically for that nation.
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Storing Email Alternatively, if you have a website developed for the purpose
of sharing information, with little or no content which is only
relevant in one part of the world, my advice would be to choose a
global top-level domain such as .com.
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Email Software 2. Should I break up words within my domain name with
hyphens? Is 'widget-shop.com' better than 'widgetshop.com'?
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Antispam Software There seems to be a general consensus within the search engine
optimisation industry that using hyphens helps search engines
deduce what the actual words within an URL are, therefore leading
to those pages being ranked higher in the search engine results.
However, there is also speculation that using 2 or more hyphens
within the domain name incurs a penalty. With this in mind, I would
advise anyone who plans to receive most of their custom from
organic search engine results to
use one hyphen in their domain name to separate their targeted
search keywords.
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Fight Spam However, if your business model is not heavy on search engine
optimisation, my recommendation would be to not have any hyphens in
your domain name, as the vast majority of internet users
intuitively enter domain names in their browser address bar without
any hyphens. In domain name value appraisal circles, the
non-hyphenated version of a domain name is usually considered to be
of greater worth.
Stoping Spam For search engine optimisation, studies show that one hyphen may
give you an advantage, but on the whole I would recommend not using
any hyphens in your domain name.
Block Spam 3. Is it better to have digits (2, 3 etc.) or words for
numbers (two, three etc.) in my domain name?
Spam Emails Generally speaking, I would dissuade anyone using word of mouth
advertising from having any
numbers, either as digits or as words, in their domain name. The
reason for this is that a domain name should be easy to remember
and easy to spell correctly. Lets say for example you had the
domain name 'widgets4u.com'. If you meet someone that is interested
in your product, and tell them to visit your website, you are going
to have tell them specifically that the 4 is numeric and the U is
just one letter. Otherwise, they may input 'widgetsforyou.com',
'widgets4you.com', 'widgetsforu.com' and end up at the website of
one of your competitors.
Email Account If however you are prepared to accept this risk, in my
experience the layperson tends to instinctively put the numeric
version of a number in a domain name. Therefore, use
'widgets2.com', not 'widgetstwo.com'.
Sending Email 4. How long should my domain name be?
Reading Email As short as possible. Long domain names are harder for your
customers to remember, take longer to type, longer to spell out
(you may find yourself having to spell your domain name
letter-by-letter to some clients) and also may be harder to
actually fit onto your business cards, print advertisements and
similar. I have one client whose business name consists of four
words, two of which are tricky to spell. My advice to him was to
use a domain name with the first letter of each word only, which
has proved very easy to remember.
Storing Email If you are targeting specific search keywords, I would recommend
that your domain name consists of those keywords and as little else
as possible. If you were targeting 'purple widgets', my advice
would be to use the domain name 'purplewidgets.com'. If that domain
name is not available, I would recommend adding one extra word to
the end. For example, I personally have a web site which targets
the search keyword 'weight loss'. As one would expect,
'weightloss.com' and 'weightloss.co.uk' were already registered -
so I opted for the domain name 'weightlossweb.co.uk'. Choosing an
added word that begins with the same letter as your first keyword
helps your visitors remember your domain name. So, going back to
the purple widgets example: Alternative domain names could include
'purplewidgetpro.com', 'purplewidgetpower.com' and
'purplewidgetparadise.com'.
Email Software 5. Are some domain name extensions better than
others?
Antispam Software Yes. Generally speaking, the most desirable top-level domain is
the .COM. Charitable websites may choose .ORG in order to declare
that they are a charitable organisation, but there are currently no
restrictions on who can register .ORG domain names or what they
need be used for - and many commercial websites still use them.
Fight Spam My personal "league table" of favoured domain name extensions is
as follows:
Stoping Spam 1 .COM
2 Country-code (.CO.UK, .CA, .IE etc.)
3 .NET
4 .ORG
5 .BIZ
6 .INFO
7 .NAME
Block Spam I currently have in excess of 300 domain names registered, none
of which are .INFO or .NAME. I would only recommend that one
registers .BIZ, .INFO or .NAME domains if they have a large website
with a brand name to protect. For example, my business trading name
is 'Starsol.co.uk'. At the time of writing this article,
'Starsol.com' is currently registered by a domain name squatter,
who is asking for an extortionate price. I have chosen to register
'Starsol.biz' to prevent a similar situation occurring in future. I
feel it is very unlikely that anyone actually types the domain with
the .BIZ extension into the address bar looking for my website -
but if I didn't register the name myself - someone else might and
go on to use it for purposes that may harm my brand.
Spam Emails 6. What about .TV and .WS?
Email Account Although they may be marketed as such, .TV does not mean
tele-vision and .WS does not mean web-site or world-site. .TV is
the country code extension for Tuvalu and .WS is for Samoa. Tuvalu
is small island country located in the Western Pacific Ocean with a
population of approximately 11,000 in the Western Pacific Ocean
that gained independence from the UK in 1978. Samoa, also in the
Pacific, gained independence from New Zealand in 1962 and has a
population of around 180,000. If these countries are not your
target markets, I would personally dissuade you from using their
country code domain names.
Sending Email Other similar domain names include .FM (Federated States of
Micronesia) which masquerades as the TLD for radio stations and .CC
(Cocos Islands).
Reading Email 7. Why do some domain name registrars charge more than
others? Are their domain names better?
Storing Email Perhaps surprising, this is a question I have been asked on
several occasions. Just like how some supermarkets which charge
more than others for identical cans of fizzy drink than others,
domain name registrars also charge differing domain name
registration costs. Although some domain name registrars may
provide extra tools with domain name registration, a domain name
registered for $8.95 a year will work in exactly the same way and
one registered for $35.00 a year. If I may give my own service a
plug here, Starsol Domains offers .COM registration for
what I believe are some of the fairest prices on the 'net.
Email Software I hope this article has helped you in your search for a perfect
domain name. I would like to add however, that with domain name
registrations being so cheap, that registering multiple domains and
redirecting them all to your one "main domain" may prove to be a
very good idea. If there is one domain that you will be heavily
marketing, I would strongly advise you to at least also register
the .COM version of that domain name too, and if you are outside
the United States to also register the relevant country-code
version of the domain name. Many of your customers may input the
wrong extension when looking for your site, possibly leading to you
losing their custom to a competitor of yours; or like my personal
situation which I described earlier, may lead to a domain name
squatter registering a domain similar to yours in the hope that you
will spend many thousands buying it from them.
Antispam Software Rupe Parnell is the founder and lead developer at
Starsol.co.uk, a website development and
management firm located in Norfolk, England. Rupe specialises in
creating professional grade PHP scripts, a selection of which are
available free at Starsol Scripts.
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