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Choosing a Domain Name
By Garland Coulson
Choosing a Domain Name
by: Garland Coulson
Your web site address, or domain name, is an important part of your Internet branding and Internet
marketing strategy. But most people give the choice of a domain name little thought, and just register
their company name or the closest domain name they can get to their company name.
By doing this, they are missing some great Internet marketing opportunities.
Let’s look at some of the choices you need to make and ways to make your domain name market
harder for you.
Company Name vs. What People Search For
Let’s look at a hypothetical business called Susan’s Creations that makes gift baskets. (My apologies
to any businesses that may actually have this name.)
In this example, Susan registers “susanscreations.com” as her domain name, .com being the most
common suffix for domain names.
This domain name has the benefit of being easy to remember and would work well for people who
already know about Susan’s company and are searching for it by name.
But what if this is a new company and Susan’s Creations is unknown? People will most likely search
for “gift baskets”, not for a company they’ve never heard of.
Many search engines will rank a web site higher if they have the key word people are searching for
right in the domain name. So, in this case, a domain name like giftbaskets.com would rank higher
when people search for “gift baskets” than a domain name like susanscreations.com.
For a company like NikeÔ, nike.com would work better