Introduction: Setting the Stage for Online Success
You want to be successful online. Obviously, or you wouldn’t be putting in the work and research to be successful. A big part of that will be choosing a domain name for your online business.
The role of a domain name in online branding is critical because it establishes your brands identity. It gives your brand credibility, helps it get noticed, and is a big part of effective marketing!
This can seem a little overwhelming if you are just starting out, but there is help out there in choosing a great domain name.
When you are choosing a domain name, choosing the right domain name does matter for your business. If it is too long, or if it is confusing, your target audience may not be able to find your business/blog. If your domain name doesn’t match your brand, it can seem unprofessional, or maybe even be seen as spam.
You want your brand or business to be easily recognizable and be seen as professional and trustworthy. Your audience wants to feel that you will be honest in your reviews of products, that you know the products you promote or produce. When you establish that trustworthiness, your business will see long term success that the spammy click bait websites never will!
It is also important to adhere to the E-E-A-T principles. This acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness. We have already covered why these principles are important for your customers, but it is also important because it helps you understand what Google expects from your website and your content.
Understanding Domain Name Basics
A domain name is how readers find your website, it is your website address. This is why it’s important when choosing a domain name, that it is very relatable to your niche. You want your target audience to be able to find you.
According to Wikipedia, as of 2023, 359.3 million domain names had been registered. I thought that would make it hard to find a unique domain name that still reflected my brand, but it really wasn’t! I am a member of Wealthy Affiliate, and within their Hubs platform, it is pretty easy and fast to find domain names that are available and unique.
There is a difference between a domain name and web hosting. A domain name is a digital identity and it allows people to find your website easily. Web hosting is where your website’s data is stored. There are companies that where you have both in one place….you can purchase your domain name and have them host your website. Of course you want a reputable company that also provides you with a top of the line security certificate.
You may have heard of TLDs or Top Level Domains. The TLD identifies and classifies a website based on their purpose and their content. You may have noticed TLD’s without even realizing it.
- A .com signifies a commercial website
- A .org is a organizational website
- A .net is for networks
and so on. There are also restricted TLDs which would be for governments, universities, countries….you get the drift. The restricted ones are obviously not available for the general public and are hosted by certain accredited registrars.
The reason this is important to know, is that sometimes when your desired domain name is not available in .com, the temptation is to put that domain name with a .net or something similar. .com has over 47% of the global websites, and seems to be the most trusted by internet users. This might be because .com was originally used to indicate profitable businesses.
So, if you are able to find a domain with a .com, then choose that one as it may help you succeed faster in your online business!
Brainstorming a Domain Name that Resonates
Your domain name should reflect your brand’s mission and values. It should be unique, pronounceable, and suitable for your target audience. AND easy to remember and type….no funny spellings that only mean something to you but no one else.
The power of simplicity and memorability in your domain name is key. You want people to be able to remember your domain name because its easy and reflects what your business/website is about. That is the best combination.
So before you get overwhelmed by the need to choose the perfect domain name, it’s good to know that there are name generators and brainstorming tools out there to help you. These are websites and software that use your keywords and preferences to come up with domains that are available and that will rank well in the search engines such as Google.
Go Daddy, Hostinger and Wix are all platforms that can help you with this, but after doing my research, I went with Wealthy Affiliate for its full comprehensive platform that was a one-stop shop and filled all my needs for training and for domain purchasing and website hosting!
SEO Considerations for Domain Names
It is important that your domain name mirrors your brand. But its also a good idea to incorporate keywords or a keyword relevant to your brand within your domain name. Now domain names are usually not long if you want them to be unique and memorable. So it is likely to be one or two keywords and that’s it. As long it’s relevant to your brand, then it will be good. And again, when searching for a domain name, use a domain name generator if you need to. It might give you a suggestion that you had not thought of before!
An EMD is an Exact Match Domain. This means that the domain name is the exact search phrase entered into Google or another search engine. This is significant because it will help drive traffic to your site if you have an EMD. So that would obviously be a good thing, but I personally believe that if you are providing trustworthy, reliable, regular content on your website, you don’t need to stress too much about having an EMD.
Navigating the Practicalities of Domain Registration
Domain Registration is pretty easy, but one thing I will advise is to go with a company that is all in one, meaning you can perform all of these steps with one company, and it is very quick
- Step 1. Choose a Domain Name – Most reputable companies now have a domain generator, or something that will help you find and choose an available domain name.
- Step 2. Choose a Domain Name Registrar – this should be the same company as above – in my opinion.
- Step 3. Purchase and Register Your Domain Name – see above note
- Step 4. Familiarize Yourself With the Domain Name Contract
- Step 5. Don’t Lose the Domain Name – sign up for auto renew so that someone else doesn’t scoop up your domain if you forget to renew!
- Step 6. Build Your Website
Some lawyers might suggest that it is a good idea to Trademark your brand. Other lawyers say that you should only do this if you are using the entire domain name as your branding. Check what the trademark rules are in your country, and then decide whether to consult a lawyer in regards to making your brand a trademark.
If your chosen domain name is taken, there are a few things you could do:
- Choose a different TLD (but keep in mind that over 47% of the worlds domains are .com(
- Wait for the domain to expire (but remember that domains can be set to auto-renew, so it does not always work to wait it out)
- Buy the domain from the current owner. This is not an unusual practice, and if you think the price is fair, then you can buy the domain and own it!
Domains are registered on a first come first serve basis. So once you have found a domain that will work for you, make sure you register is ASAP.
Future-Proofing Your Domain Name
One last thing to think about when choosing a domain name is scalability and long-term brand evolution. A domain name might seem cute or funky now, but will it feel professional a few years down the road?
Focus on building a strong, trustworthy brand. You will attract your target audience and build the longevity in your business for long-term success.
Domains need to be renewed every year, though you may find some that have longer renewal periods. Once you find the domain you want, it is a good idea to set it up to auto renew each year so you don’t forget and leave it open for someone else to scoop it up!
Even if you haven’t been regularly updating or blogging on your website, it is a good idea to keep renewing it. The cost isn’t typically too high and you never know when you will find more time, or get the motivation to work your online business again!
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