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WEBSITE MARKETING

Domain Naming for Prosperity
By: Developer Shed
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    2004-04-01

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    Domain Naming for Prosperity
    by Pavel Lenshin


    ------------------------------------------------------------
    copyright (c) Pavel Lenshin
    ------------------------------------------------------------


    Too little has been told. The things that I've heard make it
    even worse.
    Better nothing, then worse.

    Tell me your Domain name and I will tell you how successful
    you are.

    For the last couple of months I've heard many arguments
    claiming that my domain name should be based on keywords
    relevancy, you web-site focused on. Let me ask you why?

    The answer is obvious, these SE "experts" project that this
    tactic will help to raise your Web-site SE ranking on
    several positions up. In other words, they advise me to pick
    up a name for my whole Internet Business as well as my
    Web-Site, with the only aim to have a chance to suite, trick
    or cheat SEs. Wow, I must be hating my own business!

    Let me ask you another question: why there is Coca-Cola
    instead of Candy Water or Mercedes Benz instead of
    Comfortable Car? Do you still want to name your eBook
    selling Web-Site something similar to eBookSell.com instead
    of a real Brand name for your business? Don't you know why
    there is Google.com, Amazon.com and Yahoo.com instead of
    GreatSE.com, Bookshop.com or Index.com? Imagine that you are
    a real car manufacturer. Are you going to name your car
    "Fast Car" or give some really unique name?

    I may guarantee you that these keyword tricks will bring you
    nowhere. While keyword based domain name or other tactics
    like expressive use of <h1> tags instead of <p> may raise
    the relevancy for that particular keyword in the short-term
    prospective, you cannot rely on these tricks forever,
    because if you do, other guy will outsmart you simply by
    having more web-pages with more valuable information and
    your <h1> tags along with white text on white background
    tricks won't help.

    Don't also forget that SE indexing algorithms are constantly
    changing and what proved to working yesterday, may not work
    today.

    Besides HTML code may be easily changed, bad domain name
    cannot, at least, for a year, so you had better give your
    business a domain name it deserves, with
    a strong Brand and USP from the very beginning! There is no
    brand in "eBook Selling Site" or "Best Search Engine
    Traffic", no one will ever remember you! So be smart and
    chose the right name for your e-business. Done with that!

    2. Next. No arguments that your business name should be
    relatively short.
    Your domain name does not differ, it should be the same or
    even shorter. If your domain consists of three or more words
    try to use appropriate acronyms or abbreviations. Don't
    suggest you to use "hyphens", "misspellings" or "numbers"
    (if your official business name doesn't have them). These
    "eye-soaping" won't positively influence your business image
    also.

    Is it difficult to create another "Google"? No. Is it
    difficult to imagine "Overture" instead of PPC Search
    Engine? No, billion times no. What you need is time, wit and
    imagination. If you don't have something of the mentioned,
    then ask someone who has. Tell you the truth, I have very
    small vocabulary, so for my next project I will search
    Webster, Latin dictionary or try to ask friends about some
    useful ideas on that subject. Just make sure your domain
    wouldn't be translated as something stupid on the language
    of the country you are planning to work with. Can it be even
    easier?

    3. Third point. How to check what you domain name is worth?
    Imagine that your business has reached a billion dollar
    status, you have a corporate skyscraper with an extremely
    big corporate flag 100-by-100 meters wide (328-328 feet
    wide) that is hanging on the very top of your building with
    the name of your business on it. So does the name that you
    have imagined suit that corporate flag of a billion dollar
    corporation?

    The domains like Amazon.com, Overture.com, Google.com,
    eBay.com or even GoDaddy.com are perfect examples of what
    direction you should move. My-Cool-PPC-Search-Engine.com or
    BestOnlineBooks.com are the worst examples of the domain
    names you can ever imagine.

    Answer another question. Does your domain leave some "taste"
    in the minds of your visitors, or it is "just another one"
    name? Does your domain as well as WS transfer any hidden or
    obvious message or is it "flat" and simple as a log?
    Remember: your branding policy of the WS and Domain name
    should provoke emotions, thought, curiosity or desire.
    PayPerClickSearchEngne.com is pay per click search engine. I
    know that, you know that, what next? Overture.com tries to
    make your subconscious imagination work. It has unique
    abstract inner meaning. Wake me up in the middle of the
    night and I will tell you that Overture is the best PPCSE,
    despite the fact that Overture's meaning has very slight
    connection to what a PPCSEs really are.

    4. The domain name you choose shouldn't offend your auditory
    and be liked by You. In other words, try to avoid "angels"
    in dealing with public and make your name you are proud of.
    The last notice is very important. Everything that is
    connected with your company even including the look of PC
    you are working on should arouse positive and pleasant
    emotions only. You should be proud of your own business like
    the majority of Americans are proud of The United States.

    Well, like I said, your business goes the same way it is
    called. Are you fond of your name? I hope you are.

    ------------------------------------------------------------
    Pavel Lenshin is a publisher of NET Business Magazine,
    professional web-developer and CEO of:
    - http://ASBONE.com/ - informational portal and provider of
    discounted internet services for entrepreneurs, including
    internet access, web-design and hosting;
    - http://InfoAlchemist.com/ - a must-have business library.
    ------------------------------------------------------------

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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