| What comes first, the brand or the domain? Many | | | | use it. |
| start-up companies decide on their Domain Name first | | | | 2. Register A Top Level Domain Name: |
| and then build their brand and identity around that | | | | For North American companies, the top choice is |
| name. Older, established companies tend to want to | | | | always a domain ending in dot-COM. While there |
| retain and carry their off-line brand onto the web, | | | | are.US and.CA domains available, it restricts you |
| which can present additional challenges in finding the | | | | somewhat in where you can effectively market. |
| perfect domain name. | | | | Surfers are also far more used to seeing; expecting |
| Your website URL is your online identity that is visible | | | | and typing URL's ending |
| to millions of internet users. It impacts your business | | | | Non-profit organizations should register a.ORG domain |
| image, seo, and even if clients can relate to you. All | | | | in addition to version if it's available. |
| these factors should be taken into consideration | | | | 3. Avoid Hyphens in Your URL: |
| when deciding on a new domain (URL) for your | | | | Even though search engines can distinguish between |
| business. | | | | hyphenated words, surfers don't think that way and |
| Also keep in mind that there are several ways to go | | | | may not remember the hyphen, or may put it in the |
| about purchasing (or trying to purchase) that perfect | | | | wrong place. Hyphenated keywords in your URL |
| domain, which is a topic I will cover in detail in my | | | | should be avoided whenever possible to prevent |
| coming post, "How to Find and Buy the Perfect | | | | confusion and misspellings. It also makes it hard to tell |
| Domain Name". Just because the name you want is | | | | someone your domain name and expect them to |
| already registered doesn't mean it isn't for sale or | | | | remember, "Vancouver - Hyphen - Coast - Hyphen - |
| lease. | | | | Marketing". Get the idea? |
| So without further a-do, here are my top 5 tips for | | | | 4. Keep the Name Easy to Spell and Remember |
| finding that Perfect Domain Name: | | | | Use normal English words which aren't prone to |
| 1. Choose a Domain Name with at least One | | | | misspelling. Intentional misspellings to get around |
| Keyword: | | | | domains already registered will likely only result in |
| A keyword rich URL is a big plus for any website, | | | | sending visitors to the properly spelt domain, or |
| especially with the most recent changes to the | | | | worse, legal action from the owner of the other |
| Google algorithm called Caffeine, which appears to | | | | domain. Also, don't try and be clever and 'invent' |
| place more importance on the relevancy of your | | | | words, or use words with obscure or multiple |
| domain name. Having at least 1 primary keyword in | | | | meanings. I can think of numerous examples of |
| your domain can help boost your organic search | | | | companies who have done this. It's fine if you are |
| engine rankings, and can also help communicate to | | | | already a house-hold brand name, otherwise how do |
| surfers what services you provide or product you | | | | you expect people to find you? |
| offer. | | | | 5. Pick Only One Name to Promote |
| If the exact desired keyword-rich URL is not | | | | If you register multiple domains for the same |
| available, trying adding words before or after the | | | | website, pick only 1 which you will use to market the |
| keyword. Be careful however that you do not | | | | site, and just park and redirect the others. Marketing |
| infringe on someone else's trademarked company | | | | the same site under multiple domain names can lead |
| name! Stay away from variations of other's company | | | | to the search engines penalizing you for spamming |
| names. Don't think that just because the.NET version | | | | based on duplicate content. You also dilute your |
| of another name is available you can use it. For | | | | 'brand' in the customer's mind. |
| example, you can't register Coke.net and expect to | | | | |