May 13, 2022

What is a Premium Domain Name & Why You Should Buy One

written by

Joe Uddeme

Joe Uddeme

What is a Premium Domain Name & Why You Should Buy One

If you have big plans for your business, you’ll be in the market for a domain name to match. Cheap, everyday domains are unlikely to work for you, which is why you’ll need to get your head around the world of premium domain names, as NameExperts.com Principal Joe Uddeme explains.

 

Domain names are the ultimate authority on the web. They can make or break any business with an online presence.

It’s necessary to pick a suitable domain name if you want customers to discover your website with little stress. Most individuals and businesses understand this rule, and that’s why there’s significant demand for the class of domain names known as premium domains.

There are various considerations to what constitutes a premium domain, but the most important thing to know is that they’re often short, catchy, and memorable.

Premium domain names give you greater recognition on the web. If you’re serious about your business, you’ll want to buy one of these pieces of prime digital real estate for your website.

Key Takeaways

  • What makes a premium domain name
  • Valuations of a premium domain name
  • Long-term financial growth possibilities
  • How to buy a premium domain name
Need help buying a domain? We make the domain buying process easy.

What makes a domain name Premium?

The factors that contribute to making a domain name premium include:

Trustworthy TLD

The top-level domain (TLD) refers to the string of characters at the end of a domain name. The most popular ones include .COM, .NET, and .ORG.

There are thousands of TLDs available on the web, and some of them are obscure, e.g., .WOW.TODAY, and .DOT. Any domain name having such TLDs will hardly or, if ever, be considered premium because people rarely encounter them and thus tend to be skeptical when they do.

Most premium domains end with the popular TLDs that customers trust. The best choice for one would be the .COM TLD.

Length and Brevity

A premium domain name is usually as short as possible. Overly long domain names can be difficult to memorize, so they can scarcely be considered premium – no matter how great their combination of words is. For example, are you more likely to remember (and visit) boats.com or greatboatsforsaleonline.com?

Conciseness is also a vital factor in premium domains. Hyphens or punctuations can make domains difficult to remember, so you want to avoid them.

Generic

Premium domain names typically contain generic words that are easy to recall and understand. The more common a domain name sounds, the higher the value it commands.

Take, for example, Insurance.com, which sold for $36 million, and VacationRentals.com, which sold for $35 million.

It’ll be a great advantage if your company’s domain name consists of a word broadly relating to your industry. If so, it’ll be easier to make a lasting impression on customers’ minds when advertising.

For example, Cars.com is a leading automotive classifieds site with hundreds of millions of dollars in annual revenue. The relationship between its domain name and its business carries weight.

Keywords/Search Engine Optimization

Search engines are the biggest medium through which internet users discover websites. Hence, premium domains typically correspond with common search terms. AirlineTickets.comCarRentals.com, and MovieTickets.com are typical examples of premium domains drawing their significance from search engine optimization.

They also prove that a domain name doesn’t have to be a single word to be considered premium.

Why buy a premium domain name?

There are numerous good reasons to buy a premium domain name, but they all converge on one motive: to bring about more business. Companies would not spend sizable sums on premium domains if they weren’t bringing good returns.

The justifications for buying premium domain names include:

Credibility

A premium domain gives your brand more credibility in your industry. A domain name can provide a hint of how serious your business is about flourishing. Don’t believe it?

Try pitching to business professionals or prospective investors with a questionable domain. You’ll be made jest of or continually dismissed, which isn’t a favorable situation to be in.

The domain name you pick also goes a long way in determining the quality of media coverage your business can get. News and industry publications are more receptive to premium domains than non-premium ones.

Brandable

It’s more feasible to build a thriving brand around a premium domain than a non-premium one. A premium domain is usually short and catchy and, therefore, can stick to customers’ minds more easily.

Many people don’t pay much attention to advertising, so it’s wise to give them something memorable in the shortest possible time.

A premium domain has a substantial competitive edge over non-premium domains in enticing customers to patronize a business.

Stripe.comAmazon.com, and Uber.com are examples of businesses whose highly brandable domain names have contributed greatly to their success.

Uber website screengrab to denote valuable domain name

Improved search engine ranking

The battle to rank high on search engines is very fierce. There are millions of websites competing for limited space on the first page, so you need every possible competitive advantage.

A premium domain is more likely to rank higher on search engines than other domains.

Investment

A domain name is not just a tool but also an asset. There would not be a big domain flipping market if this wasn’t true. The past two decades of commercial internet have seen many domain investments reap big windfalls for their owners.

A premium domain can appreciate in value over short periods of time due to high demand. Hence, it’s a proper medium to park some cash with hopes of getting a significant return.

Let’s say a business with a premium domain fails. That domain can be sold for a high price and give some comfort to the owners of the faltered business. Check out our guide to the most expensive domain names ever sold for an eye-opening introduction to this high-value world.

Blocks of gold bars denoting the value of a premium domain name

Is it worth it to buy a premium domain?

In many cases, buying premium domain names for your business can be a great decision. A good domain name corresponds to a solid online identity, which is valuable for any business.

The competition on the internet is intense, so you should strive to differentiate yourself with a premium domain name.

One of the best online business tactics is to buy a premium domain in a booming industry – mental health and artificial intelligence, for example. Such a domain is likely to bring about a great deal of organic growth for your business – or could have a phenomenal resale value.

Do domain names increase in value?

Very often, yes. A domain name you buy may not be in vogue at the moment, but no one is sure of what the future holds. That domain could be useful in a burgeoning industry, making an organization pay a big sum for it.

Another way for a domain to increase in value is if an established business decides to launch a product or rebrand with that name.

For example, when Facebook, the social media giant, rebranded to Meta last year, it had to buy the Meta.com domain name.

The price it paid for the domain wasn’t disclosed, but the company separately bought some trademarked assets relating to the name for $60 million, giving a hint of how valuable the domain was.

Laptop showing rising bar chart to denote growing value of domain names

How much is a premium domain name?

premium domain name can cost between hundreds and millions of dollars. There’s no definitive price range, as it mostly lies on arbitrary terms between the buyer and the seller.

If you’re buying premium domain names directly from a domain registrar, you should expect to pay a few hundred or thousands of dollars. It gets more expensive when there are direct negotiations involved and the value of the name is irrefutably higher.

Some domain owners demand tens or hundreds of thousands for their domains. We advise you to hire a professional domain broker if you’re to buy a premium domain name directly from the seller.

How to buy a premium domain name

You can buy a premium domain name directly from a domain registrar or the owner. Many registrars offer premium domains to their customers, e.g., GoDaddyDomain.com, and BuyDomains.

There are also sites specializing in auctioning expired or deleted domain names, e.g., Sedo.com.

To buy a premium domain name directly, you can sign up on a dedicated marketplace (NameProsAtom.com, etc.) linking sellers up with prospective buyers like you.

An alternative is to hire a domain broker to find the identity of an existing domain owner and negotiate a possible deal. There are many advantages to using a domain name brokerage service, including saving time and money.

Name Experts, for example, has access to a wide network of buyers and sellers. We’ll also handle the legal, escrow and negotiation on your behalf – resulting in a faster, hassle-free process that keeps you safe and protected.

 

About the author

Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Using his years of experience, negotiation skills and little black book of contacts, Joe is an expert at helping clients secure premium domain names. Contact him at: [email protected]

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How to Choose a Domain Name

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Avoid Anything Confusing or Inappropriate What You Want to Avoid: You want to pay attention to not pick a name that is confusing (either because of spelling or sheer peculiarity), awkward, or inappropriate. If the initials of your business make up an inappropriate word, scrap the name immediately. What to Do Instead: Pay attention to what a domain looks like when you spell it out, if it’s made of multiple words. You’ll be surprised at how many other words you may inadvertently spell. Example: your name is Marc and you’re a rapper. www.marcraps.com isn’t great, is it? The other thing to look out for is picking a name that has no relation to your line of business. That can be very confusing.   5. Avoid Names that Already Exist or Are Trademarked What You Want to Avoid: Don’t go ahead with a name that is extremely similar to an existing one or that is trademarked, because a) that is confusing for your customers and you risk losing traffic, and b) you may, someday, be served with a legal notice that may create problems. What to Do Instead: However, there is a caveat here. If the name is already trademark-protected, that’s a bit of a dead-end. There can’t be another Burger King, for example. If, however, the domain name you want is just taken by someone else, there are ways around that, and you are still able to buy a domain name that is already owned.   6. Choose a .com TLD, but Purchase All Available Extensions What You Want to Avoid: If you only acquire the domain name you want and no other similar ones, you run the risk of having someone else purchase other variations of your domain. They will get the traffic that should have been directed towards your page. What to Do Instead: The most popular domains are .com ones and they are the most widely used, so it’s the ideal premium domain to acquire. But your work doesn’t stop here. Once you’ve bought that, you also want to purchase every other available variation of your domain name. For example, let’s say your domain name is www.carsforsale.com. You should try to buy www.carsforsale.net, www.carsforsale.org, www.carsforsale.biz, etc. That way, no one else can take these domains and possibly steal traffic that was meant to go your way. Once you have these domains, you can make sure the traffic redirects to your main .com domain. Check out our guide to TLDs (top level domains). The Bottom Line When Deciding How to Choose a Domain Name Choosing a domain name can be a delicate process. Pick the wrong one, and your business may suffer. Pick the right one, and it can catapult you into quick notoriety, or at least it can help make branding easier. The most important things to remember when choosing what domain to acquire is that it should be something easy to spell and remember, it should be non-trademarked, and it should ideally include a keyword. If you manage to find the perfect one, purchase every variation to make sure that you can take advantage of 100% of the traffic going to these domains. Buying premium domain names for a business can be pretty complex, which is why many people turn to an expert domain broker for help. Brokers know all the ins and outs of securing a great name and are adept at negotiating the best price for the buyer. Check out our guide to the best domain brokers of 2025 for more details.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]

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Domain investors in China should buy Western Premium domains

Memo to Chinese domain name investors: NameExperts.com Director Joe Uddeme thinks you’re missing a trick if you limit your portfolio to local names.   Most Chinese investors tend to shy away from Western-type domain names as they don’t have meaning in mainland China – names that contain vowels and the letter “v” in particular. Are they limiting their long-term growth potential? Some would say sticking with Chinese domains is a safer investment. As seasoned domain name brokers, however, we disagree. Here’s why… Key Takeaways New TLDs are not a good long-term play Aftermarket prices for .com names remain high Work with a broker if you need help with domain portfolio management   Background – understanding the Chinese domain name marketplace For those of you that follow the domain investor market, specifically in China, you can see all types of newly minted investors looking for the next great domain name investment. Most Chinese investors are focused on the domain names that have relevance inside of mainland China. The most popular investments in China are the short acronym domain, or simple numeric domain names as they translate to meaning to the Chinese culture. Some examples include the following (N = number; L = letter): 15.com (NN.com) 123.com (NNN.com) TR.com (LL.com) TYPL.com (LLLL.com) 6N.com (LN.com) N6.com (NL.com   Chinese domain investment trends As domain investments continue to increase in China, we are seeing many investors branching out into some of the newer GTLD extensions as alternative investments including; .club, .top, .wang. They are acquiring these names for much lower costs than the typical .com investment. Is that a solid investment? We say: no. The Chinese investor is savvy, but they are limiting their investment opportunity. In most instances, domain investors in China are only focused on these types of names because they create liquidity and are very attractive to the Chinese on a quick-flip model (check out our guide to domain name investing). Additionally, the Chinese investor should look at the plethora of available .com domain name inventory on the aftermarket. Tons of fantastic domain inventory is readily available. Short, generic and easy to spell English words that are solid investments. The saturation of the internet continues to precipitously grow year-over-year, with 78% of the Chinese population now online. When you do the math, it’s easy to see the longer-term opportunity. Should you limit yourself as an investor? Not with the .com market  stronger than ever – with fantastic acquisition opportunities and names that ultimately have a global appeal and market reach. We believe domain investors in China will start to acquire short, generic .com domains as trillions of dollars are available for private Chinese investors. Way back in 2017, George Kirikos had a fantastic post on Twitter, referencing 12,000 startups being created every day in China. The domain investor continues to evolve and grow. Investors should look at the longer-term investment opportunity and acquire names that are globally acceptable and not limited to mainland China.   How a domain broker can help Friends in the right places are always good to have, and most international domain brokers would gladly help Chinese companies and individuals who want to buy domain names. Domain brokers help buyers of any nationality to understand current market trends and navigate the sometimes complex world of domain acquisitions. NameExperts.com is one of the world’s best-known brokerages, offering personalized boutique services that include domain name strategy, portfolio management, negotiation and stealth acquisitions.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. He advises clients globally. Contact us at: [email protected]

Why Work with Name Experts

Name Experts offers personalized domain brokerage services, assisting clients in buying or selling premium domain names with expert appraisal, negotiation, and complete transaction management while ensuring confidentiality.

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