When there’s more than 284 million registered domain names online, you’re going to want yours to stand out. But you also want to be easily remembered, have a URL that accurately describes your business, and it would help if it ranks well in Google. Right?
It’s very easy to buy a domain name that you come to regret later. What was useful and fashionable years ago suddenly is unwieldy and a pain in the butt to describe now. You might take what you can get if your favoured domain is already taken, only for that to expire later on and you’re stuck with one you don’t like.
Even worse, you could pay a great deal more for it later, or even spend quite a bit of money rebranding and redirecting years after you’ve become established just because that domain you’ve always wanted has suddenly become available.
It might be tempting to buy up quick to stop other people from taking the one you’re currently considering, but it won’t hurt to take a few minutes to ensure what you’re getting is what you want, what works, and what will stand you in good stead for the long haul.
The four things you should consider when choosing your domain name are:
The Human Perspective
You want a domain that’s simple to read, simple to say, and simple to remember. It also helps if it’s easy to type.
It’s one of the core values of marketing to be memorable, and simplicity is usually best. If you can create a url that is no longer than two or three words, with no phonetic bits to confuse people’s ears (razinghomes.com and raisinghomes.com might sound exactly the same but mean the total opposite of each other – confusing, right?), and doesn’t have unusual spelling, you’re well on your way to creating a domain name that works for you.
It probably does sound a bit fun to do some teacherstalking.org, but I’m sure the people behind Teachers Talking have other ideas. In the same vein, ferrethandjobs.com still cracks me up although they soon changed to ferrethjobs.com before going offline – no ferrets getting frisky to see here.
Have a look at how your words run together. Are there any surprises there you haven’t thought of? Send your proposed URL to a friend and ask for their initial reaction. Write it down, say it out loud – how does it roll off the tongue? any word that ends in “s” only to be followed by a word that begins with “ex” is a recipe for disaster so probably best to avoid that combination!
Unless you’re super-niche and you’re expecting a super-niche audience, it’s a good idea to steer clear of slang and corporate-speak. Different countries also have different vernacular and that can actually work in a lot of cases (see skintdad.co.uk for example), but outside the UK and Australia, “skint” and other colloquial terms might be unfamiliar.
The Brand Perspective
You’re always going to want people to know what you’re about in the shortest amount of time possible. You don’t really want a URL that doesn’t accurately describe what you do, or at least isn’t easily understood fairly quickly. It’s best to do some research and some brainstorming to find out what’s popular, what works, what sums up your business and what gives the right impression.
You might consider calling your blog or website something reasonably long, but that doesn’t mean your URL has to be the exact same name. The URL is like your business card, it should be short and sharp and to the point – just giving the recipient enough info to get started. You can then expand on your site if need be, but unwieldy URLs aren’t usually going to be useful when giving prospective audiences a snapshot of what to expect on your blog.
Back in the day there were a handful of choices – .com, .net, .org, etc, and a lot of them had extra extensions depending on what country you were in.
While it’s still sensible to stick to what works, there are also other options to consider, especially if they work particularly well with your business name or genre. Newer ones include .biz, .info, .me, .shop – all sorts of things (a larger list is here) that might describe your work more accurately. Do keep in mind though, most people’s minds revert to “.com” when trying to remember URLs, so an exotic one might mean you’re missing out on traffic.
There’s no way around the need to be unique when it comes to business names. Not only do you want to be memorable and hopefully the only one – but you also don’t want to get yourself into legal trouble either. Do some Googling to see what business names and URLs already registered are similar (or the same) to yours. You can search through business directories, phone books, and blog curation sites like Bloglovin‘ to find out who is blogging under what name and make your decision from what you find.
The SEO Perspective
Just about everyone is looking to rank well in Google to help all those people searching for exactly what your blog provides. If you’ve got a clever and funny blog name but it has no bearing on your actual content, then your URL is not going to be the first few options a searcher sees when they’re looking for what you’ve got. You don’t have to make it boring as hell just so it ranks well, you just need to be able to strike that balance between cute and useful.
For many, their URL is going to be dependent upon their blog or business name, and if your blog content isn’t easily identifiable from the name, then it’s going to be that much harder for your blog to show up in search results. Not impossible – because with consistent posting and hard work to get yourself out there and linked to, you can begin to build credibility – but just that little bit harder without the natural traffic that you could be getting.
For the super-expansive lowdown on how to make a great URL that ranks highly in Google, you have to read Moz’s SEO Best Practices for URLs. It’s going to take you through what a URL is, how to make a great one, and what are the ways search engines prefer. In a nutshell, if you’ve got keywords in your URL that pertain to your content, the better your SEO results. Keeping in mind the content you write will populate the longer URLs directing to each blog post, which means there are more chances for your keywords to show up naturally. But if you can create an original URL for your site that contain the keywords for your content, you’re halfway there.
How do you find your keywords? Brainstorm a list of what your site is about. Is it recipes? Fashion? Travel? Write down all the words you can think of that people will be searching for, and the key words in your content pieces. You can also check sites like Google Keyword Tool, Buzzsumo, Keyword Tool, etc to find out what are the popular searchwords are for your genre.
The Legal Perspective
Copyright and Trademark
Obviously it’s going to cost you a lot of time, money, and heartache if you’re sued for infringement because you’ve started trading as a company with the same name as, or can easily be confused with another company. To a lesser extent you might just piss another blogger off who has worked hard to establish themselves, and are now losing traffic to you. Copyright is difficult to control on the World Wide Web, but there are avenues for people to take if their intellectual property – including blog names and URLs – has been compromised.
I can’t stress enough to check and re-check other blogs, sites, and company names before you embark on your URL buy. There may be people out there with the same blog name as the one you want, but they haven’t bought the official domain or their blogs are left stagnant (which actually happened to me! So I started a blog with that name and it’s been going five years without incident). It is up to you whether you want to take that opportunity and make something of it, or if you’re not entirely confident it’s available for you to use. It will be obvious what you can’t have, as someone else will be currently using it – but you need to do your homework to avoid future legal battles and one hell of a headache.
You can do this by first checking trademarked business names, and then doing an informal search for other current blogs and sites. In the US, you can check who owns what at Copyright.gov and uspto.gov – The Patent and Trademark Office even have a Trademark Electronic Search System to make searching easier. In Australia, you can search for a registered business name at asic.gov.au, and search for registered trade marks at ipaustralia.gov.au. Doing Google, Bloglovin’, Facebook, and Twitter searches for the blog name or URL you want will turn up all the people currently blogging under that name. Who knows, you might be inspired to choose something you like better than what you had in mind, thereby bypassing legal and blog-community troubles down the road.
Do you have a URL tale of woe? Nailed it right off the bat? I’d love to hear!
Stacey is the Managing Editor of ProBlogger.net: a writer, blogger, and full-time word nerd balancing it all with being a stay-at-home mum. She writes about all this and more at Veggie Mama. Chat with her on Twitter @veggie_mama or be entertained on Facebook.