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Domain Names: What to Buy and How to Brand it.



This article is published in collaboration with Scutify, where you can find real-time markets and stock commentary from Robert Marcin, Cody Willard and others. Download the Scutify iOS App, the Scutify Android App or visit

When selecting the physical address for your business, it's still about "location, location, location." Deciding to set up shop in the perfect location can often be a determining factor in the longevity of its success.

What many people don't understand, is their online site address aka domain name is just as essential as their store front. Those letters that come before the .com are considerably more important than you might think. Here are a couple of basic things to consider before you purchase a domain name:

Short is memorable. If your domain is a mouthful to say, then it's likely even more of a pain to remember, let alone spell, let alone type. Think about someone you know with a ridiculously hard last name to pronounce, now try and spell it. Not so easy, right. Before you go building out your entire brand around that catchy domain name, ask a few people how they think that particular domain is spelled. If everyone gets it right the first time around, go for it but if you see them struggling you might want to reconsider.

If your business name is too long to use as a domain name, consider making it catchphrase rich. Including words and expressions that your ideal clients are using to search google. This is where you should keep it simple, and don't try to glamorize anything. If your potential clients aren't using those words to search google, you shouldn't be either.

If it's not a letter, don't use it. Hyphens, underscores, and numbers simply confuse people. Try not to get cheeky with spelling either. It's just not clever and you will end up loosing traffic.

Try not to buy the first domain that pops into your head. Just kidding, who am I kidding? I personally own more domains than I'd care to admit. DO, however think before you start building a brand around that domain name. Take some time, and really consider what will work best for your business in practical terms.

It's always a good idea to purchase the different variations of your domain, such as the .org and .net, but the other lesser known extensions probably aren't necessary. Keep in mind that you can basically forward each one of those extensions to your primary domain, the key to having ownership and control over the domains that could easily be mistaken for the one you are primarily using.

Think about including as a couple of descriptive domains that you can redirect to your primary site. For example, say your domain is, in Boston, you could add BostonYoga or YogaStudioBoston to the blend, and once more, simply redirect those domains to your primary website. You'll be capturing all those google searches for yoga studios in no time!

The starting point of all your advertising and digital marketing really is your domain. So choose wisely, and if the task seems too daunting enlist a service a domain purchasing service that has already done the work for you.

This article was written by Luke Douglas for on .

This article published in collaboration with Scutify, the best app for traders and investors. Download the Scutify iOS App, the Scutify Android App or visit

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