So you've registered what you think is a great domain name, and now you
think it's going to pay for itself a hundred times over, right? Wrong. No
matter what domain name you may buy, it's not going to pay for itself on its
own. Maximizing a domain name's value takes thought, creativity and effort -
and it requires selecting a good name in the first place. Here are a few
tips to maximizing your domain name's potential.
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Going solo or using hyphens
Since virtually every word in the English language has been registered on
its own as a domain name, you are going to be forced to register a
combination of words (or a funny-sounding acronym). The first reaction most
webmasters have is to ask, "well then, should I buy one with hyphens, to
make it easier to remember?"
Simply put, the answer is no. The reason is two-fold: first, hyphens make a
domain name longer. Although a domain like Bobsinternetresources.com is
long, it's not as long as bobs-internet-resources.com. Try describing that
URL on the telephone: "It's Bob. hyphen. internet. hyphen." It can become
very cumbersome.
The second reason is a misconception: webmasters often believe hyphenated
domains will imrpove their Web site's ranking in search engines. This is
simply wrong. True, there was a time when search engines looked at each word
in between hyphens as a keyword. A search engine would then compare each
keyword with the content of your site, match it to the query of the user
performing the search, and then determine where you site should appear in
its listings. Today, however, search engines are much smarter - they look at
a Web site's content and little else. As a result, hyphenated domain names
no longer have any influence on search engine rankings.
Consider a ccTLD
From a functional perspective, country code Top Level Domains (ccTLDs) work
just as well as any TLD. Therefore, more webmasters are choosing
country-specific domains, as better names are typically available than when
choosing a domain under the .com, .org or .net extensions. If all the
domains available for your site are extremely long, or for a domain name
that can provide full functionality and regional branding, consider
purchasing a ccTLD.
Promoting your domain to search engines
Once you have configured your domain to point to your Web site, you will
need to ensure that search engines are aware of it. If they aren't, your
site will receive very few visitors - even if you have managed to
find a memorable, snappy domain name. With a little bit of effort and a lot
of patience, however, you can garner a significant traffic base from search
engines; read this
article for a more detailed explanation of the subject.
Ensuring you own your domain
Just because you buy a domain name doesn't mean you own it. While official
ownership is usually irrelevant to the smooth operation of most Web sites,
it can be key in a legal dispute. When a service provider (usually an ISP or
Web host) registers a domain on your behalf as part of some larger package
(usually related to free Web hosting), they will sometimes register
themselves as the official owner of the domain, although they will grant you
usage of it. This means that in the event of an ownership challenge because
of trademark reasons or otherwise, the decision about whether or not to
relinquish ownership of the domain will ultimately reside in the hands of
your service provider instead of you.
Think before you buy
In conclusion: because of their widespread availability and low price,
domain names can often be an "impulse" buy. Most domains bought on a whim,
however, are rarely used. As a result, consider multiple word combinations
and domain types before you buy - use a naming tool
if you are low on ideas. Think hard before selecting you're domain; after all, you will
be stuck with it for at least a year.
