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Securing a Marketing-Rich Domain Name

This is a no-brainer, right? Not so fast. Your domain name, or URL, can have vast consequences in both the online and offline marketing arena. Long or difficult to spell domain names can be the death toll for any website, long before its even been given a chance at success. Short or clever domain names can make people remember where to go more easily, while keyword domain names can often bring in unintentional, yet quality, traffic as people type in whatever.com.

If you already operate a successful business it’s important that you purchase a domain name that will compliment any branding strategy that you have already put in place. The most obvious thing to do is to get your business name as your URL, however if you’re late getting into the game you may find that your business name is already taken by another similarly named business or by a domain name squatter, or possibly a future competitor. Purchasing a business name domain name isn’t always the right way to go, and when left without that option, a keyword domain name might work just as well, if not better.

If you have not yet established your business, you may want to wait on deciding your business name until after you have found an available domain name that is suitable to your marketing efforts. The best possible domain name is one that is both a keyword domain and your business name such as outdoorsportinggoods.com.

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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

2 Responses to Securing a Marketing-Rich Domain Name

  1. Hi,
    I enjoyed your articles. I agree with most of what you have written, and they are short….

    I think the discussion of hypenation can be enhanced. The trade-off (hyphen intended) favors using hyphenated names as one increases as the length and the number of words in the names. For example, PolePositionMarketingAdviseOnline is not as desirable as Pole-Position-Marketing-Advise-Online. The search engines can parse a longer hyphenated name better than a shorter one.

    The other thing I wanted to mention is that your piece on type-in names should include recommending 301-redirect for anyone using that strategy. Use one ‘landing’ domain, to which all type-in names are pointed. Then do a 301-redirect to the landing domain. Otherwise, Google et.al. take a dim view of the arrangement.

    Looking forward to your thoughts.
    Best,
    tj
    Nameboy

  2. Stoney G deGeyter
    Stoney deGeyter says:

    I think the problem with using hyphens for long domains is the long domain itself. I would never want domains PolePositionMarketingAdviseOnline or Pole-Position-Marketing-Advise-Online. They are too long and too hard to remember and especially using the hyphens, too complicated to type in the search box.

    You’re right about the 301 redirects for type-in traffic. I believe I hit on that in other articles but its always worth mentioning.