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How to Make the Right Domain Purchase for Your Online Business

By: Cindy McKie

Your domain purchase is the first step taken in creating your new online business. The right domain name can help you achieve better search engine ranking and even brand your business but choose wrong and it could adversely affect your success.
What's In a Name?
The ideal domain name should give instant insight into the products or services your business offers. A business that sells educational toys would be better off buying a domain name such as 'educationaltoys.com' or 'smarttoys.com' instead of a less specific 'toypalace.com'. When your domain name specifies your products it makes it easier for you to grab the attention of your target market.
Long and Lean or Short and Sweet?
There are two general categories that domain names tend to fit into. One is the short and catchy domain name that may or may not describe your business. The other is a domain name that is comprised of a long tail keyword.
In short a long tail keyword is a string of related words put together to form a search phrase. Search phrases like "puppy potty training" indicate the searcher is not only looking to potty train their dog but that the dog is still a puppy. A business that chooses a longer keyword phrase such as this relating to their product or service stands a better chance of their website ranking near the top for that specific phrase.
Your websites ability to rank well for a specific search means you'll have an excellent chance to attract customers that are looking for exactly what you're offering. Of course you'll want to make sure there are a decent amount of people using that phrase each month to make it domain worthy. If you can find a two or three word phrase that gets good search action and is available that is a wise domain choice.
On the other side of the coin is the short and sassy domain name. Companies such as Geico and eBay have had enormous success by choosing a domain name that, while not being terribly descriptive, has ingrained itself into the minds of consumers through a distinct and easy to remember domain name.
While catchy and unique can win you the prize it will take some clever marketing of your new domain to get potential customers to equate your slick domain name with your product or service. If you think you're up for the challenge a short and memorable domain purchase can pay off with a name that brands your entire business with one clever word.
Avoid the Use of Hyphens in Your Domain Purchase
In the hunt for the perfect and available domain name it has become common practice to use hyphens in between words in a domain name when all the non-hyphenated .com and .net options aren't available. While it may be tempting to insert a hyphen in order to grab that perfect domain name it is strongly advised that you do so only as a last resort. For the most part domains with hyphens look tacky, are harder to remember and a nightmare to verbally convey to others.
While buying a domain name with a .com extension is highly recommended for businesses the benefits of a professional looking .com domain name is usually undermined when hyphens are thrown in. Instead you would be better off making a domain purchase with the acceptable .net or even .org extension instead.
Enjoying an Aged Domain Name
Just as with a fine wine, aged is often better when it comes to a buying a domain name. Buying a new domain name means you are essentially starting from square one in the eyes of the search engines and search engine placement. On the other hand older domain names often come with pre-existing backlinks from other websites and possibly PageRank, a rating system that Google uses to place importance on websites baring that domain name.
Backlinks, along with a rating system Google uses called PageRank, are likes votes of confidence for that particular domain. When you purchased expired domains all these "extra goodies" automatically come with the package. Purchasing an expired domain may cost you a little more than a new one but it is considered a wise investment in your business' future. Yes, you will still need to market your new business but you'll have a leg up you didn't by buying a new domain.
In the end it takes careful thought and research to come up with a domain name that will best suit your online business. Your domain name should make a statement, be it keyword orientated or short and catchy. Your domain purchase will be your business' face to the online world so choose carefully before hitting that "add to cart" button.

Article Source: Main Articles

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