 How a strategy for creating your Web address can pay off
Technology wizards have made it easier than ever for a small business to get on
the Web. With services like Microsoft Office Live, for example, you can have a full-featured
Web site up and running in a couple hours.
What remains a challenge, however, is coming up with a good domain name − the Internet
identifier that not only serves as your Web site address, but says a lot about your
business.
For example, if you owned and operated an adventure travel company called Adventure
Works, you might settle for using adventureworks.com as your domain name. But if
Adventure Works actually specializes in sailing trips off the coast of Zanzibar,
then another name might really serve you better − and drive the right search engine
traffic your way.
So think carefully when choosing your domain name. It not only
points people to
your Web site, but it becomes powerful part of your business identity and brand.
And also be prepared to have more than one idea for a name. There's a good chance
your first name choice is not available because another person has already
claimed it.
Here are some things to consider when selecting or buying a domain name − starting
with an explanation of how the domain name selection game works.
How you get a domain name
For you to own a domain name, you need to get it registered. So the process of selecting
a name includes working with an authorized domain registrar. Registrars take the
form of Web sites that can search the domain name database for you and see if the
name you want is available. If it is, you can usually fill out an online form, pay
a modest fee, and become the name owner.
There is no shortage of domain registrars on the Web, and prices for the service
have come down dramatically in recent years. Microsoft Office Live will help you
search for your domain name, and handle both the registration and annual renewal
process, at no charge.
What if the domain name database search shows that somebody else already owns the
name you want? You might be able to purchase the name from the owner. The database
search will show the current owner's contact information. Many people have registered
catchy or interesting domain names for the sole purpose of selling them to another
person or business, not for creating a Web site.
Strategies for picking your name
If you are keen to create your own unique domain name rather than buy one, then
you'll need to have some names in mind
before you visit the domain registrar.
Internet marketing expert Dr. Ralph Wilson (www. wilsonweb.com) suggests a couple
ways to think up domain names. One is to gather a group of friends to brainstorm
a list of 100 potential names to check out. "Bring a thesaurus," Wilson adds.
Another is to use a domain name generating service such as Nameboy (www.nameboy.com).
Nameboy can automatically generate domain names based on the keywords you enter
and even look for rhyming word combinations to create something more memorable.
Wilson also gives these general pointers for choosing a domain name:
- Keep it short. A long domain name may be descriptive of your
business, but it will be harder to remember and type into a Web browser.
- Put two words together. Combinations of short words often work
well. For example, you could add "city" or "planet" as a second word to make it
sound like your business includes a wide range of products or services.
- Make it easy to spell. If the name is tricky to spell, people
will enter your Web address wrong or you'll have to spell it for them whenever you
mention it. Avoid using hyphens and dashes for that reason, too.
- Use the .com or .net extensions. There are now many alternatives
to using .com and .net extensions in your domain name, but avoid them if possible.
The others −such as .us, .biz, .info, .tv − are largely unfamiliar to people. If
you confine your business to a specific country, go ahead and use the country's
extension.
- Think about keywords. If you want search engines to drive traffic
to your Web site, be sure that your domain has one or more of your principal keywords
to help you get a good ranking on those search terms.
Wilson thinks it worthwhile to attempt to work some part of your business name into
your domain name if possible. If you're creating a new business you might want to
create a name that works for both.
Tips for buying a domain name
Buying your domain from another owner is also a practical method of securing a domain
name. "Don't be afraid to spend $400 or $500 to get what you want. There are a lot
of good names out there," says Wilson.
The easiest way to purchase a domain is to hire an online broker who can appraise
and anonymously negotiate a deal between you and the seller. The brokerage services
can include running the payment through an escrow service and the domain transfer.
Last word: When you are securing or buying domain names, you
may want to buy more than one. Consider buying a name with the keywords that capture
"type-in traffic." Type-in traffic refers to users who type in keywords in the address
bar of their Web browser instead of using a keyword search on a search engine. Also consider buying the domain names that are variations on your Web site domain name
or are a misspelled version of it. You can redirect users to your site with these
additional names.
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