As you start
planning and creating a website, it can be difficult to settle on the best
domain name. It’s important not to rush into a name. By taking a few minutes to
assess your best website name, you can get the edge over your small business
competition. Below are the key factors you need to consider:
1. Your Domain Name Must Be
Memorable
Your website
name should not be too long, simply because it’s going to be harder to remember
and harder to enter without making a mistake. It should also be reflective of
your small business name. Opting to name your website waterleak.com when your
business is named ‘Harry’s Plumbing’ doesn’t do anything for your brand.
Also, as a
general rule it’s also best to stay away from acronyms. So if your business is
‘Pauls Gymnastic Sports Supplies’, naming your website pgss.com is neither
memorable nor relevant.
2. Know What Your Customers are
Searching For
Although the
exact Google algorithm is a secret, it’s well known that Google strive to
return the most relevant search results based on a user’s entry. As an example,
let’s pretend there are three dentists with the websites: baysidedental.com,
drcollins.com and baydentist.com
The Google
Keyword Tool tells us that 1.5 million people search for ‘dentist’ each month
and 135,000 people search for ‘dental’.
This means that
the website baysidedentist.com has an edge over the other two website, as it
contains a more popular keyword.
It’s important
to know what your customer’s search behaviour. The best domain name will
capitalise on this search behaviour. At a basic level, you can research the
online market with the Google Keywords tool. Alternatively, you can get even
more tailored industry information with Market Samurai (which has free traffic hunting software).
3. Should I Just Use my Brand
Name?
My view is no.
Ideally your brand name already contains your category (such as Bayside
Dentist), however if that’s not the case it is worth adding your business
category to your website name.
So, if you’re a
plumber with the business name ‘Simpson & Son’, consider naming your
website simpsonplumber.com or if you’re a florist named ‘Tall Poppy’, naming
your website tallpoppyflorist.com should be considered.
4. Should I Register a .com or .net?
If you can, it
is best to select a .com extension, simply because it’s the default option that
customers assume. By adhering to familiarity, your customers are less likely to
encounter errors when entering or finding your website. And who wants to
construct another roadblock? As a small business owner your aim is to make the
whole process as simple as possible.
5. Your Domain Country of Origin
In addition to
registering a .com extension, you also have the option of identifying with a
country such as .au for Australia, .uk for the United Kingdom or even .de for
Germany. If you have a small business that primarily services customers in a
particular country, it’s worth selecting a country identifier. This is a trust
factor. Customers in that country see that you’re a local operator – which
gives you an edge over other providers that aren’t.
It’s also
generally thought that Google gives preference to website’s that are local in
local search results.
6. Should I use Hyphens and Numbers?
You need to be
careful with hyphens and numbers, simply because they can be difficult to
explain in all mediums. The best domain name will offer no confusion. It
wouldn’t matter if it’s written down or called out loud.
Problems arise
when a website contains non-alphabetic characters or references to
non-alphabetic characters. Suppose a business was named: Great 4 Lunch
If I heard a
friend quote this name, I’d likely think its website address was:
GreatForLunch.com, when the owner may have registered Great4Lunch.com
Hyphens are also
dangerous. As a default, users know to run the words of a business together to
form a website address. People know not to use hyphens. So why complicate the
issue and start introducing them? Again, it’s a case of removing road blocks
and working in harmony with standard user behaviour – not against it.
7. Avoid Common Misspellings
Do you have a
name that’s commonly misspelt? It can get a bit tiresome having to correct the
spelling each time, but at least you’re there in person to set the record
straight. In the online environment you get no such luxury. If your website’s
name features a misspelling of a common word, it can make it more difficult for
users to find your website. Imagine users trying to search for ‘Fred’s Fast
Flowers’, but failing to find it because the site name was actually ‘Fred’s
Phast Flowers’. Again, reduce the road blocks and apply common sense.
Alternatively,
if your small business name intentionally has playful spelling, think about
also purchasing the domain with the correct spelling. By implementing a simple
redirect, you get the best of both worlds.
8. Be Careful Not to Step on a
Trademark
So you’ve just
developed a great iPhone application or a time saving addition to Microsoft
Word. Your excitement knows no bounds as you dream of cashing in on your idea.
If you register a domain name which includes a registered trademark (such as
iPhone or Microsoft) your dreams of endless customers will soon be replaced
with legal letters. Do not register domain names that contain trademarked
names. Trademarks are protected intellectual property.
9. Save Money With Your Domain Name
Provider
You can save
money by buying your domain name from the right provider. Buying a domain name
is not expensive. The heated competition keeps prices to a minimum. Once you’re
certain of your best domain name I recommend you checkout Godaddy. They offer a great deal on purchasing
your domain name.
In
conclusion
There’s plenty
of useful information above to help you choose a great domain name.
I currently
provide small businesses with a rebate
of 20% off the cost of website development. There is a national website development company located right here in
Melbourne that will come out and discuss your requirements, all free of
charge. They will also host your website and provide you with a ‘Content
Management System’ for easy updates and free 24/7 support by phone and email.
They develop
websites for as little as $495 and I can get you 20% off their prices. Even the
most basic website can have integrated links to your Facebook, Instagram and
Google+ accounts. To get a 20% rebate off these prices (excluding hosting),
all you need to do is contact me.
For further
information, contact me below:
David Haigh
(t) +61 (0)3 9885 7688
(m) +61 (0)412 550 020
(m) +61 (0)412 550 020
About me
I have recently retired after 30 years consulting for
corporate clients such as NAB, AXA, IOOF
and AustralianSuper. My experience covers website design, social media
and business strategies. I am now focussed on providing consulting services to
small business.
My services are
provided on a voluntary basis, free of charge, and with no obligation.
