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Advice for Choosing the Right Domain Name

Below, we have listed 7 tips that are indispensable when helping people select a great domain name.

1. Brainstorm 5 Top Keywords

   When you first begin your domain name search, it helps to have 5 terms or phrases in mind that best describe the domain you’re seeking. Once you have this list, you can start to pair them or add prefixes & suffixes to create good domain ideas. For example, if you’re launching a mortgage related domain, you might start with words like “mortage, finance, home equity, interest rate, house payment” then play around until you can find a good match.

2. Make the Domain Unique

   Having your website confused with a popular site already owned by someone else is a recipe for disaster. Thus, I never choose domains that are simply the plural, hyphenated or misspelled version of an already established domain. I still believe that Flickr desperately needs to buy Flicker.com – I hear kids in their 20′s tell parents in their 40′s and 50′s to see photos on Flickr and always envision that traffic going straight to the wrong domain.

3. Make it Easy to Type

   If a domain name requires considerable attention to type correctly, due to spelling, length or the use of un-memorable words or sounds, you’ve lost a good portion of your branding and marketing value. I’ve even heard usability folks toute the value of having the letters include easy-to-type letters (which I interpret as avoiding “q,” “z,” “x,” “c,” and “p”).

4. Make it Easy to Remember

   Remember that word-of-mouth and SERPs dominance marketing (where your domain consistently comes up for industry-related searches) both rely on the ease with which the domain can be called to mind. You don’t want to be the company with the terrific website that no one can ever remember to tell their friends about because they can’t remember the domain name.

5. Keep the Name as Short as Possible

   Short names are easy to type and easy to remember (the previous two rules). They also allow for more characters in the URL in the SERPs and a better fit on business cards and other offline media.

6. Create and Fulfill Expectations

   When someone hears about your domain name for the first time, they should be able to instantly and accurately guess at the type of content that might be found there. That’s why I love domain names like Hotmail.com, CareerBuilder.com, AutoTrader.com and WebMD.com. Domains like Monster.com, Amazon.com and Zillow.com (whom I usually praise) required far more branding because of their un-intuitive names.

7. Don’t Follow the Latest Trends

   Website names that rely on odd mis-spellings (like many Web 2.0 style sites), multiple hyphens (like the SEO-optimized domains of the early 2000′s), or uninspiring short adjectives (like “top…x,” “best…x,” “hot…x”) aren’t always the best choice. This isn’t a hard and fast rule, but in the world of naming conventions in general, if everyone else is doing it, that doesn’t mean it’s a surefire strategy. Just look at all the people who named their businesses “AAA… x” over the last 50 years to be first in the phone book; how many Fortune 2000′s are named “AAA company?”

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