How to choose domain names

Introduction

Domain names are crucial for establishing an online identity because they not only represent your website but also reflect your brand or purpose. A well-chosen domain name can make your site easy to remember, enhance your credibility, and significantly contribute to online branding and marketing efforts. Your domain name is your distinct identity, helping users find and revisit your site amidst millions of others. It’s the first step in creating a strong, memorable online presence that can leave a lasting impression on your audience.

When we chose our own domain name more than 20 years ago now, we didn’t know then what we know now. Back then, we chose dmjcomputerservices.com as our domain name, as it matched our business name and supported the business activity at that time. However, the domain name was too long, and we later changed direction from a computer services company to one offering website development. As the business transformed to web development, we felt it would damage the good SEO authority that had been built up, and so we decided to leave the domain name as it was. If we had spent more time choosing the right domain back then, we would have ended up with something easier to remember and more enduring.

So, to help you avoid making the same mistakes as us, we have written this guide on choosing domain names.

What is a Domain Name?

A domain name is essentially the digital address where users can find your website on the internet. Just as a physical address directs someone to a specific location, a domain name directs users to your website.

In URLs (Uniform Resource Locators), the domain name identifies a specific web page. For example, in the URL https://dmjcomputerservices.com/about, dmjcomputerservices.com is the domain name, and /about specifies a particular page on that domain.

The structure of domain names can be broken down into three key components:

• Top-Level Domain (TLD): This is the suffix or extension at the end, such as .com, .org, .net, or newer options like .tech, .london or .blog.
• Second-Level Domain (SLD): The name that comes directly before the TLD (e.g., dmjcomputerservices in dmjcomputerservices.com), which usually reflects the brand or purpose of the site.
• Subdomain: Optional elements that precede the SLD, like blog in blog.dmjcopmuterservices.com, often used to organise content or provide unique sections of a website.

Understanding these elements helps you craft a domain name that aligns with your website’s goals and user expectations.

Should I Choose a Brand Domain or a Keyword-Rich Domain Name?

Brand Domain

A brand domain revolves around your business name or a unique identity. For example, Spotify.com and Tesla.com focus on their brands rather than specific keywords.

Benefits:

• Uniqueness and Memorability: A brand domain is easier to remember and stands out from competitors.
• Brand Identity: Helps establish a consistent identity across your website, social media, and marketing materials.
• Long-Term Scalability: Ideal for businesses planning to diversify offerings. For instance, Amazon.com started with books but now sells almost everything.

Considerations:

• Business Vision: Choose a domain that aligns with your long-term goals.
• Trademark Availability: Ensure your domain name isn’t already trademarked to avoid legal complications.

Keyword-Rich Domain

A keyword-rich domain incorporates terms users might search for, like BestWebsitesSwindon.com.

Benefits:

• SEO Advantage: Search engines may rank keyword-rich domains higher for relevant searches (although check drawbacks below!).
• Clarity: Instantly tells visitors what your website offers, improving click-through rates.

Drawbacks:

• Over-Reliance on Keywords: Search engines have de-emphasised exact-match domains in rankings unless paired with high-quality content.
• Limited Branding Potential: Keyword domains might be less memorable or flexible for future growth.

Balancing the Two: Strive for a domain name that incorporates a keyword while still being unique and brandable. For instance, FreshMeals.com combines branding with clarity about its services.

How Can I Brainstorm Domain Names?

Techniques for Brainstorming

1. Mind Mapping: Start with your business’s core idea and branch out with related terms.
2. Combining Words: Create new, catchy words by merging two relevant terms (e.g., Snapchat or LinkedIn = SnappedIn, ChatIn, LinkedChat, etc.).
3. Using Synonyms: Explore thesauruses to find unique alternatives to common words.
4. Be creative: look beyond the obvious – Google could probably have chosen searchforit.com instead of their now universally known google.com.

Key Qualities to Aim For:

• Simplicity: Choose a name that’s easy to spell and pronounce.
• Memorability: Make it catchy so users will easily recall it.
• Ease of Typing: Avoid words with complex spellings or potential typos.

Additional Tips:

• You might need to put your domain name on business cards and merchandise, so… keep it short (ideally under 15 characters).
• Avoid hyphens and numbers, as they can confuse users. Read out your domain name to yourself and consider whether it might confuse people when you read it out to them over the phone.
• Think ahead: Will your domain still be relevant if your business expands into new areas? Don’t choose bluewidgets.com if you suspect that you might start selling red widgets next year!

Are There Any Domain Name Finder Tools?

Domain name generators can simplify the process:

1. NameCheap (https://www.namecheap.com/): Offers domain search and purchase.
2. Lean Domain Search (https://leandomainsearch.com/): Focuses on pairing your keyword with other commonly used terms.
3. Bust a Name (https://www.bustaname.com/): Allows you to mix keywords and apply filters for length, extensions, and availability.

Additional Resources:

• WHOIS Databases (https://whois.domaintools.com/): Look up domain ownership and check whether a specific name is available for purchase.
• Expired Domains: Explore previously owned domains that may already have backlinks and SEO value. Be careful to make sure that the backlinks are useful, non-toxic, and relevant to your new business.

Where Can I Purchase My Domain Name?

Popular registrars include:

• Cloudflare Registrar (https://www.cloudflare.com/en-gb/products/registrar/): Our favourites. Cloudflare offer domains at zero markup (so they don’t charge a registrar premium), plus have a lot of features that domain registrars charge extra for (e.g. WHOIS protection).
• GoDaddy: A well-known provider with frequent promotions and additional services.
• Namecheap: Affordable pricing with free WHOIS protection.
• Bluehost: Ideal for those also purchasing hosting.
• Google Domains: A simple, user-friendly option with transparent pricing.

Factors to Consider:

• Pricing: Compare initial costs and renewal rates.
• Reputation: Look for registrars with positive reviews and reliable customer support.
• Services: Some registrars offer perks like free WHOIS protection, website hosting, or email setup.

Domain Purchase Tips:

• Avoid registrars with hidden fees.
• Pay attention to renewal rates, which may be higher than initial offers.

Should I Purchase My Domain Name for 1 Year at a Time?

When you first purchase your domain, the registrar will offer to register it for you for various periods of time (from 1 year to more than 5 years). The cost will be greater the longer the registration period. Your registrar will then remind you to renew when the domain registration period is coming to an end. You can elect to auto-renew your domain registration.

Short-Term Registration

Pros:

• Flexibility: Ideal if you’re testing a new idea or unsure about long-term plans.
• Lower Initial Cost: Reduces upfront expenses.

Cons:

• Risk of Losing the Domain: If you forget to renew, someone else might claim it.
• Potentially Higher Costs: Discounts for multi-year registrations aren’t available.

Long-Term Registration

Pros:

• Cost Savings: Many registrars offer discounts for multi-year commitments.
• SEO Perception: A longer registration period can signal credibility to search engines.
• Domain Security: Reduces the risk of forgetting to renew.

Cons:

• Commitment: If your plans change, you might be stuck with an unused domain.

Auto-Renewal: Enable this feature to avoid accidentally losing your domain, and ensure your contact details with the registrar are always up to date.

Conclusion

Following the advice in this article should help you choose an enduring domain name that aligns with your business goals, brand identity, and practical considerations.

Need some help choosing your domain name, or want to consider changing your domain name without risking (too much) domain authority? Fill out the contact form, and we’ll get back to you.