Choosing a Good Domain Name for your Small Business
Many small businesses usually experience difficulty in getting the right domain name for their brand or company. However, the right domain name influences the business branding and, when done right, will effectively differentiate the brand from competitors. This article discusses the different strategic ways successful brands have employed in choosing their domain name and how you can utilize these strategies to get a good domain name, too.
Choosing an Impressive Domain for your Small Business
The e-commerce space is filled with many different brands and businesses offering the same products or services as yours. You can highlight your skills, propose your unique offering, and differentiate your brand from others through branding. The branding strategy determines how and how your business or company will be perceived. A reasonable branding effort will drive a good perception of the business.
The domain name is a crucial element of the branding strategy. Customers and users will first interact with the domain name to represent what the business stands for. Therefore, a poorly chosen domain name would fail to drive the right impression on the customers’ minds.
A significant characteristic of all successful businesses is ensuring that their domain name remains consistent with the brand name. Others try to tweak their domain name to be more of an alias of the brand name, yet still being impressive. In most cases, your perfect domain name that matches your company name may already be in use. However, most successful companies incur the extra cost of buying the names. This shows the importance of a domain name.
However, your domain name must not necessarily match your business name. But through effective and consistent branding, you can still get the same desired result.
These four characteristics should be in place when choosing a domain name: relevance, ease, adaptability, and distinctiveness. Selecting a domain name based on these four principles will ensure you don’t miss an opportunity to come up with a brand-able domain name.
Your domain name should reflect your business focus, key value proposition, and unique offering properly. It should be relevant even after years. For example, the name Nike sounds excellent and easy to pronounce. However, a Nike is actually a name for a Greek goddess that personified victory in art, sports, etc. And the Nike logo is not a “good” sign. It’s the wing of the Nike, as many images depicted it as a winged goddess. All these put together give a brand that inspires many people with its “Just do it” motto.
The domain name should be easy to pronounce and should be easy to remember as well. A long and complex name may cause customers to lose interest quickly. Avoid the use of hyphens, numbers, or made-up spellings. This is to avoid making it difficult to communicate your domain name. Pick a domain name and seek the opinion of friends and families on how easy it was to type or use. Their feedback will model that of your ideal customer, too.
As your business progresses, you may decide to go into new areas and offer new services. Ensure the domain name you select now can easily be adapted and used in the new business areas. In addition, ensure that you choose a domain name that the company can not outgrow. For instance, Amazon has grown to offer many services while still retaining its name.
The domain name differentiates the brand from the competition and remains memorable. A unique domain name should be easy to recall and have socio-cultural relevance. Using a popular generic keyword in your domain name doesn’t make it as unique as other brands with that particular keyword in their title tags and meta descriptions. Instead, get a name that is as distinct as possible.
Myths About Domain Names You Should Know
Many believe using a popular keyword in their domain name will make it rank better. However, Google’s search algorithm changes continuously and may not work as you may have thought it would.
A statement from John Mueller, a senior search advocate from Google, mentioned that the keyword domains don’t affect the website’s rankings.
What to Check When Choosing a Domain Name
Ensure to know the history of your chosen domain name. If it has a previous owner, then it must have a history. Use tools like Wayback Machine to see screenshots of the website or previous websites. Also, use backlinks checker tools to know what other websites have a link to your domain on their sites. This is very important as you will need to be sure that the domain is not in any way associated with any issue that goes against your company’s value and hasn’t been penalized by Google for spamming.