Domain Name Information

Is Your Company Name Killing Your Online Business?


Ahhh... your company name.

Your identity. What separates you from everyone else.

I would be willing to bet that you spent a good deal of time coming up with the perfect name for your company. Am I right?

Something catchy, easy to remember, and unique. How am I doing so far?

What if I were to tell you that your company name is possibly the single biggest hindrance to your business's success online.

Unfortunately, for many companies it is.

Choosing a name for your business online is much different than choosing a name for a brick and mortar business.

You see, in the real world, a business with a catchy, easy to remember name will get traffic simply from people driving by on the street or walking by in a shopping center even if they have never heard of you before.

Unfortunately, this is not how things work online. Online, there is no drive-by traffic, no people walking in to your business because they were next door shopping.

Online, you must be found among a pool of tens of thousands of other businesses.

Online, people don't casually browse with friends to pass the time.

Online, people search... and unless your name is Microsoft, Wal-Mart, or another extremely well known and well branded name, people are not going to search for your company name.

Studies show that approximately 80% of Internet users find what they are looking for by way of search engines (i.e., Yahoo, AltaVista, Excite, etc.), and I guarantee you, they are not going to be searching for your wonderful catchy name, they will be searching for the topic they want.

Let me give you an example. Let's say you own a gourmet coffee business called "The Brewmaster" that you decide to take online. Of course you love your name and create your online identity around your offline name. You reserve the domain name "www.brewmaster.com," keep your company name, and title your site "The Brewmaster."

You've submitted your site to Yahoo as well as all the other directories and search engines. Ahhh... life is good. Orders should start rolling in any minute now...

Guess what? Unless you have a HUGE marketing budget for banner ads, etc., you've just doomed your business.

Let's look at why.

First, let's look at the...

*Site Title*

Whether you're dealing with a directory or a search engine, the site title is the single most important aspect of your listing. For search engines, the text found within the title tags of the page is given more weight than any other single factor on that page (i.e., keyword density, keyword frequency, heading tags, etc.). In a directory, your entire listing is comprised of two things, your title, and your description.

In both cases, if the keywords related to your business are not found in your title, your chances of coming up in a search are virtually non-existent. If your site is about "gourmet coffee" then those words, or at the very least, "coffee," should be somewhere within your title.

*The Company Name*

Just as your site title should have your most important keywords within them, so should your company name.

Why, you ask?! The answer... directories.

In directories, when a visitor uses the search function (which is what the vast majority use) you will only be found if the search term the visitor uses is found either in your site title or your description. Unfortunately, virtually all directories require your site title to be your actual company name. Remember that directories are powered by humans, not software. A human reviews the site, and assigns the title and description that he/she decides is correct. Yes, they all let you suggest a site title, but ultimately, regardless of what you submit, your title almost always ends up as your company name.

Looking again at the above example, this would mean that your title in almost all of the directories would be "The Brewmaster." This means the only place you would have left to put your keywords would be the description, and this again is up to the editor. This means that any site that has the search term "coffee" or "gourmet coffee" in both the title and description would come up far ahead of your site in the search results, costing you traffic and sales that could have been yours.

*The URL*

Here is another very much overlooked tool. Whenever possible, your URL should contain your most important keywords. Many engines and directories will give your site a boost if your keywords are found within your URL. Also, when you submit your site to the directories, if your URL, your company name, and your site title all match, that will virtually guarantee that you will get the title you requested.

Let's tie the three previous areas together with an example of what you could have named your site instead of "The Brewmaster."

Here's one possible alternative: "Gourmet Coffee Brewmaster."

The above alternative would give you a company name that includes your most important keywords and the perfect title for your page.

You could then reserve the domain -- http://www.gourmet-coffee-brewmaster.com -- giving you a perfect trifecta. The same company name, page title, and URL -- practically insuring that you get the directory listing you want.

Of course, this is only one possibility, but I think this should illustrate the point.

To Summarize

  • Unless you have a huge advertising budget or are an extremely well branded business, DO NOT name your online business something like the above example.

  • Use a business name that contains your most important keywords.

  • Use this business name as your site title.

  • Use a URL that contains your most important keywords and whenever possible, is the same as, or as close as possible to, your keyword-laden business name.

Follow these rules and you should have no trouble developing a very steady flow of large amounts of traffic from the directories, and you will be well on your way in the search engine arena as well.

About The Author

John Buchanan is the author of the book "The Insider's Guide to Dominating The Search Engines," and publisher of a FREE monthly newsletter "The Search Engine Bulletin." Visit us at http://www.se-secrets.com for more information or to sign up for the newsletter.


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


JD Supra (press release)

.DE ups security with 100000 DNSSEC domain names
JD Supra (press release)
[co-author: Tony Vitali]. DENIC, the Registry responsible for running the .DE namespace, recently announced that 100,000 .DE domain names have been registered using Domain Name System Security Extension (DNSSEC). DENIC introduced DNSSEC as ...



Search Engine Land

Google opens developer preview of AMP URLs showing publisher domain names
Search Engine Land
A big publisher frustration with AMP has been that their own domains don't display in the URLs when people click on AMP results from Google Search. Google has been working on a fix for months, and On Tuesday, posted a preview for developers to interact ...



IPPro The Internet

IPPro The internet | .UK domain names suspended for infringing ...
IPPro The Internet
IPPro The Internet is the go-to industry publication for free news, views and opinion on intellectual property news. The number of .UK domain names suspended ...
.UK domain names suspended for infringing activity doubles in 2018IPPro The Internet

all 2 news articles »


Lexology

Domain Names: .ME to allow IDN registrations
Lexology
doMEn d.o.o., the Registry for the .ME country code Top Level Domain (ccTLD), has recently announced that it would soon allow the registration of Internationalised Domain Names (IDNs) under .ME. IDNs are domain names that contain at least one ...



CircleID

Verisign Announces קום. Domain Names are Available for General Registration
CircleID
Verisign is pleased to announce that קום., the new, Verisign-operated, internationalized domain name (IDN) extension that is uniquely designed for Hebrew language speakers, is now open for the registration of domain names by the general public on a ...



Kim Komando on Domain Names
Domain Name Wire
Popular tech writer/podcasts introduces her audience to domain investing. News stories and podcasts about domain investing that are geared to a mass audience can be hit or miss. Kim Komando, “America's Tech Goddess”, just published a podcast that ...



PressOracle

New Deal Allows Price Increase For Wholesale Domain Names
Law360
Law360 (November 2, 2018, 9:44 PM EDT) -- The National Telecommunications and Information Administration has reached a renewed and updated agreement with VeriSign, the wholesale administrator of .com web domains, that includes allowing a price ...
Who wins, who loses from Trump Admin decision on domain namesDomain Name Wire
How Much Could Businesses and Consumers Save if .com Price Cap Benefits Were Passed On to Consumers?CircleID
VeriSign's stock rockets back to dot-com bubble levels after ICANN agreementMarketWatch
Broadcasting & Cable -WTOP -The Register
all 117 news articles »


Domain Name Journal

GGRG Says Sales Activity in "Liquid" Domain Names (Short .COMS) Rebounded Strongly in 3Q-2018
Domain Name Journal
Domain brokerage and consultancy GGRG.com has released their latest free quarterly report (.pdf file) breaking down aftermarket sales and development of "liquid domain names" in the 3rd quarter of 2018. GGRG defines liquid domains as being very short ...



.ME introducing internationalized domain names
Domain Name Wire
IDNs will enable .ME domains to be personal for people around the world. The .ME registry is launching internationalized domain names (IDNs) on November 12. While many registries offer IDNs, I think .ME offering them at this point is newsworthy given ...



IPPro Magazine (press release)

IPPro Magazine | A solution against domain name theft or hijacking ...
IPPro Magazine (press release)
IPPro The Magazine is the go-to industry publication for free news, views and opinion on intellectual property, features. Dreyfus partner Emmanuel Harrar ...
.ME registry explains Incels.me takedownDomain Name Wire

all 3 news articles »

Google News

home | site map
Domain Name Information © 2006