Websites 101 - Part 1
Choosing the Right Domain Name

If you have a web presence or are considering one, your first step will be to choose the right domain name. But before you rush out and register a domain name, here are a few tips on choosing the right name that will save you some time and money:

• What your domain name should REALLY say
  
• How to find a great name that will get you noticed
  
• Where to register a domain name

What's in a Name
Don't look at your domain name as simply a title for your business. Consider it as a headline - a marketing tool that appeals directly to the wants, needs, and desires of your target market.

It doesn't hurt to use "your" name (AndysAutoParts.com), but also consider choosing a name from the perspective of your clients and prospects. In reality, they don't care about your name (or you, for that matter). People are selfish and want benefits and solutions, and the benefits you offer should be found in your domain name.

Contrary to "popular belief", all the good ones are not taken. In fact, just last week I picked up the domain name coke-collectibles.com. Now, granted, I am not interested in selling coke collectible items - but I have a client who is. This combination of words alone drew over 1,000 requests on Overture. You can see that a well chosen "key phrase" domain name helps in both search requests and to establish what the site actually is providing.

Although most "experts" do not recommend the hyphenated name unless you also own the non-hyphenated name, too. This is true, as people tend to not remember the hyphenated names, and you don't want to send them to your competitor. However, the use of hyphenated names can work to your advantage. In the example of the coke-collectibles.com, this particular client is promoting a non-hyphenated name off-line and using the hyphenated name as a gateway. It is a good combination, and will work well in the long run.

To start, you must take time in researching the best domain name for you. Don't grab the first name you find available. More often than not, you'll register a domain name, only to find a better one available the next week.

Take your time and get it right - the first time.

Let's begin:

Step 1: Words and Synonyms
Make a list of keywords related to your business. Include some powerful, emotion-stirring adjectives, or at least words that might pique one's curiosity. Put them together in two or three word combinations. Get creative.
I personally use Overture to look up keywords that are being searched to focus in on the best domain name for my product. But don't make the name so long that it is difficult to type in or remember. KISS - Keep It Simple :).

Step 2: Where's the Name?
Next, check the availability of the name. I use www.netsol.com [Network Solutions] to check the availability. I also use the "who is" feature on this site for names that are soon to expire or have recently expired. These names can be priceless, especially if they carry a ranking in search engines and link popularity. Another source is NameBargain.com, where you can search up to 30 names at once for free - a HUGE time saver.

If you're really serious about finding good domain names, there are several sources that offer a list of newly expired domain names - some are free and others require a modest fee. One such site is Softnik Technologies. They offer a wonderful program called Domain Name Analyzer which can help you quickly and easily locate a great name. It belongs in the toolbox of any online professional - and it's free. You can also purchase an analyzer software program that will take the list and find recently expired Yahoo domains.
Yahoo site domains will provide you instant popularity and links. However, a domain name that points to Gifts in Alabama will not drive targeted traffic to your site if you sell auto parts. It will benefit you, in the long run, if you find a name that fits your business.

Step 3: Name Tester
When you find something you like, before you take the plunge, ask a few people what they think. Get objective opinions from people who could be your customer. How does it sound if you say it out loud? If you advertise on the radio, you better make sure it's clear.

Remember: this isn't 1994 - you can only be so choosey when it comes to selecting names. The one you really have your heart on may be taken. If it is, but doesn't appear to be in use, contact the owner and ask if it's available. Detailed name and contact information can usually be found by doing a search at Better-Whois.com or the "who-is" page on NetSol.com.
Once you locate the owner, don't offer anything up front - just inquire. (Remember this important rule of negotiating: The first to name a price usually loses). To get an idea of how much similar names are going for, first visit one of the good domain name auction sites like Afternic.com.

Step 4: Name Security
Before you register a name (especially if you're in the US), you may want to do a free search at the U.S. Patent and Trademark Office web site. It's a good way to see if your proposed domain name may potentially violate a registered federal trademark. Don't assume that because it is available, it's not trademarked. I've seen it happen. It could be a costly mistake if you assume and you're wrong.

In addition, there are also state and international trademark issues to consider. Internet and trademark law can be a bit overwhelming to the uninitiated. For a good summary of trademark-related questions, go to Trademark.com

For more info, go to CyberSpace Law for Non-Lawyers

Other considerations and recommendations:

• Opt for ".com" if possible. There may be more options with ".net" and ".org" (or any of the other zillion new extensions), but ".com" is still king. People remember ".com", and again, you don't want to send prospects to your competitors. A new domain, .us, is up and coming. It may eventually become widely recognized, like the .ca of Canada, but for now - the .com is prime.
  
• Stay away from numbers (i.e. Websites4you.com) - It not only sounds cheesy, but looks cheesy, too. I also creates confusion if you advertise on the radio.

Step 5: Register
Once you have found a "benefits-focused" name, you're ready to buy. Here are few places you may want to utilize when registering your domain name. I personally use GoDaddy.com. I like their technical support and they offer discounts on registering for more than one year. Their pricing is extremely competitive as they are continually running "specials".

Below are domain name registration prices from a few major providers.
This list was last compiled on August 5, 2004.

Most importantly, once your purchase your domain name and have built up your site - DON'T LET IT EXPIRE - for any reason. If you decide the Internet is not for you, consider "selling" your domain name. If you simply let it expire - many internet businesses snap up names, whether they have anything to do with it's prior occupation or not. These "site snappers" specifically hunt for those domains that have linkage and search engine rankings and use this instant popularity to simply point to their main site.

This may sound ridiculous, but when you have put your heart and soul, not to mention time and money into building up your site with search engines, directories and links, you don't want your name sullied when a year later it points to a porn site, do you?

Remember, a domain name is only as good as it is promoted. In actuality, a well-chosen domain name will be just as much a failure as a poor one, if not properly marketed.

Keep these tips in mind, and you'll soon be on your way to finding a great, memorable, traffic-generating domain name.

About The Author
Suzanne Fyhrie owns and operates OneWay Advertising and Design. She specializes in marketing and graphic design.

Related Articles:
Websites 101 - Part 2 - Tips on Providing Great Content
Websites 101 - Part 3 - Choosing the Right Words
Websites 101 - Part 4 - Writing the Right Copy