Domain Selection

If you have a new business idea, selecting the right domain name is vital. Ideally, the website should mirror the trading name to avoid confusion and of course there are many other considerations offline when choosing a trading name, but we’ll confine our comments to those which affect your online activity.

The first and most obvious is that the domain name needs to be available and ideally you want to secure both the and .com versions (though some types of business may find .net or .org more appropriate. If there is any likelihood that you will want to expand to other countries, then securing the appropriate domains at the outset would be sensible, including perhaps .eu.

Personally I find the continued roll out of new domain extensions ridiculous. The idea that we need a .biz extension and a .co is absurd. It either encourages multiple owners of the same name with different extensions, which is confusing for the consumer and unfair on the original domain owner, or it forces domain owners to purchase more redundant domain extensions in order to ensure that doesn’t happen.

From an SEO perspective, choosing a name which includes key search words is ideal, as this will positively affect your SEO results. Counter balance this against the urge to come up with a short url. Remember that at the stage when people are unaware of your business they are finding you through search or links and are not typing in your url. Once they have visited your site, their cookies may remember your url for future visits or they may have bookmarked it, so typing in a longer url is often not that much of a consideration and likely to apply more to people who have already visited the website and want to return (and are therefore likely to make the effort).

If you can’t choose a name that easily describes what you do or sell, the next best option is to select one that will appeal to or intrigue your target audience. Hopefully The Client Factory whilst not telling people how we do it, conveys the message that we produce clients for people and will stimulate interest from any business that wants new clients.

Of the available space, either in the natural results on search engines, or in pay per click, the domain name takes up a significant amount of space. If it conveys a message on it’s own, then you have a little more space to get the rest of your message over.

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