Domain name registration
When registering a domain name it is important to compare business names globally, since the web can attract customers from just about anywhere in the world. Avoiding any legal concerns reltive to trademark infringement should be your main concern when brainstorming a few domain names.
Find the most suitable domain name based on your objectives and internet marketing strategy. The closer the domain name is to your business name or products & services, the easier it will be for clients to find you on the web. The following are three sources of inspiration for domain names, each adapt to a different market objective:
- Brand-based domain name
- If you are marketing a brand, using the brand's name is most suitable, since most people, when thinking of a brand's products/services, will search for the brand name first, as this is the most likely top-of-mind term.
- Keyword-based domain name
- If your website will be focused on a particular subject, adding a strong keyword in your domain name is an easy boost in rankings. However, DO NOT use keyword stuffing. Keep in mind that an easy to remember, coherent domain name is more likely to succeed.
Take note that since the recent Google Panda Update, keyword-based domain names have lost much of the weight they once carried.
- Local positioning domain name
- If your website is targeted towards a particular geographic location (such as a city) using that location's name in your domain name will also greatly help in rankings. In addition to geographical keyword targeting, using the appropriate country extension (.ca for Canada) will greatly help your geographical rankings.
Take note that domain names targeted to a specific country might encounter a greater challenge in the SERPs for users in another country.
- Keyword stuffing
- Long domain names, more than 20 characters is potentially too long for a domain name.
- Confusing domain extensions such as using www.domainname.net when www.domainname.com, www.domainname.org and www.domainname.ca exist and are already well known and will dominate any search query containing domainname. Each extension has a purpose (.org for not-for-profit organizations, .com for commercial websites etc.)
- Using existing, popular domain names with small variations, this often leads to confusion from visitors and inappropriate PPC clicks.
- Using confusing word variations, such as www.nexwave.ca vs www.nextwave.ca, this leads to two issues:
- People looking for your website will have a harder time finding it or might land on other websites, since they were looking for a different spelling of your domain name.
- Your branding will be more difficult to implement. People will tend to confuse your domain name with the real word, thus failing at keeping the domain name as a top-of-mind term.
A domain name is extremely important for search engine ranking pages, SERP snippet url relevance and overall branding.
Keep in mind that any words matching a search query will be bolded in your web page's SERP snippet. Thus having a relevant domain name will make your web page's snippet more appealing to searchers.
In addition, domain name extensions (.ca .fr .net .org ....) all have a meaning or role. It is essential to use the proper domain extension for your primary domain. This is particularly important for geographic positioning. A domain from a given country will rank better for search queries made from that country.