There has been much debate on which factors are the most important when determining what domain to purchase. Choosing a domain name should be deeply tied to the business plan and the vision of the company. A domain can be chosen for its advantages in Search Engine placement, a company’s brand, or as a description of a general term. One must consider a domains size, pronunciation, how memorable it is, and if the name is taken in other similar forms or extensions. For example, if one registers a domain.net, but the domain.com is taken and developed, creating a brand for domain.net would be very dangerous and might end up being confused for its .com counterpart.
Search Engine Placement Domains
The purpose of these domains is to rank high in the search engines, because the actual domain name contains the keywords being searched for. Search Engine domains are very rarely brandable, and are mostly used exclusively as side Internet properties to redirect traffic to the main site. A company who sells red widgets would benefit from acquiring red-widgets.com and redwidgets.com , because it is natural that people will remember such address, but most importantly, that domain name has a high probability of ranking at, or very near to, the top of a search for ‘red widgets’. A very popular tool used to find what is being searched for on the net is: Overture Keywords (http://inventory.overture.com/d/searchinventory/suggestion/)
Brand Domains
When coming from the offline business into the online, the obvious choice for brand domains is the offline brand name as .com and/or .country extension. Country extensions are used in countries were there is more popularity in their country extension than on the .com. In the case that no previous brand existed before moving online, one most be very creative into the approach of a brandable name. At this point, there are millions of domain names registered and many times, one finds that the desired domain is taken. There is a consensus among most Internet domain experts that the shorter the domain, the better. A domain that is about 5 letters long is highly desirable for a brand. However, the domain must sound right as well. Xyqpt.com would be undesirable, because it cannot be easily said or remembered to the general public.
General Term Domains
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