What makes my domain name premium? Countless domainers and domain name owners claim their assets are, “premium in nature”. Let’s take a look at what truly makes a name premium. In this article, we will only review .com domain name inventory.
Past blog posts have addressed the superiority of .com domain name inventory, and how it is the global standard for most brands conducting business in an increasingly crowded and competitive space.
We will break down common indicators to look for, and simple techniques you can use to find premium domain names.
What is a Premium Domain name?
In this article, premium domain names are referred to and defined as; owned by someone on the aftermarket and meets the four criteria and offers a clear and determined path to end-user. A premium domain name is an asset that is short, memorable, easy to spell, and provides value or solves a problem for the user. There are others that would classify a premium domain name as an asset that is owned by someone, and only potentially available on the aftermarket. Some domains are owned by Domainers, that might have a speculative idea or plan for the asset. Other aftermarket domains could be owned by registries, or other businesses operating in the web space.
Premium domain names are names that trade for higher values than standard, longer-tailed keyword domain names. Premium domains are names that identify instant recognition and brand-opportunity. They can capture type-in traffic around the keyword alone. They also provide key characteristics to help determine the justification as premium.
They tend to include:
- Strong PPC Cost-per-click around the given keyword
- Exact Match Domains (EMD) that match a person, place, or thing
- Strong link profile and White Hat SEO with relevant and stable traffic
- High Search Volume around the Keyword
- Short, Generic and Brandable Domains
- Strong Competition around the keyword or brand
There are six identifiable characteristics that should also be considered when classifying a domain name as premium in nature.
Let’s break down these items below and review each one of them in greater detail:
Length – short domain names are easy to remember. A simple name such as Winter.com is more valuable than Wintertime.com. Try and keep the domain name under six characters in length. Single syllables are always the best—however, there are many great two syllable names as well.
Commercial Use – Is there an opportunity to build a brand around the name? Certain businesses might trade under a longer URL. Upgrading your asset adds instant credibility, brand appeal and sometimes—equity. Recently, ModeAnalytics.com upgraded to Mode.com. This was a perfect opportunity to add equity to the existing brand strategy.
Relevancy – How relevant and up-to-date is your brand? Is your brand stale and no longer a cash-cow? Has the validity of your brand gone stale? Sometimes, the upgrade is needed to evolve your brand. RapGenius.com realized the importance of their global name when they rebranded to Genius.com to attract more users.
Generic Value – Generic domain names retain value to any domain name brand. Hybrid.com is much more valuable than HybridTechnology.com. Generic terms tend to be timeless and can be developed into brands, out of the generic term. The classic example is Google.com. No one knew what Google was until they absorbed the brand. Now, this iconic search phrase is used by millions around the globe. I need to google this, or that…
Resell Opportunity – Is there a chance to resell this asset down the road? When running a new naming strategy—always have a clear exit path. Spend money wisely and select a name that can be resold if things fail with your business plan. Years ago, Slomin Shield owned Shield.com. When they went out of business, they still had the valuable digital real estate in their domain name, Shield.com which was later sold for a decent price.
Age – How old is the domain name in question? Chances are the domain name that you registered at GoDaddy back in 2015 is not premium—sorry to say. Most premium domain names—specifically related to .com were created before 2001. Check the age of the asset—when was it originally registered.
Does the Premium Domain Name Really Make a Difference?
Brand awareness is crucial in today cluttered and advertising dominant marketplace. Companies are continually evolving the user-experience and developing better user-engagement. Top brands spend abundant resources to understand how consumers think. The domain name is the root of all brands. Whether your brand is mobile-centric or E-commerce, Lead Gen; or uses a Subscription model—one thing is clear. Brands always are reliant for a competitive edge. They will always try to outsmart the competition. The domain name is that foundation, and spending the extra money will add superb long-term equity and value to your global digital footprint.
Premium domain names add value to the brand. They create global scalability and help the business, or investor dominate the marketplace. Some businesses create a reputation management, or defensive strategy so their competition gets squeezed down to page two or three on Google because their competitor dominates the search engine results.
What’s the short-term and long-term impact of a premium domain?
Instant recognition, Trust, Authority, Credibility, Beach Front Real Estate, Direct Traffic
Better SEO, streamlined and cost-effective marketing management and analytics, Equity, Brand Positioning and Market Dominance
In conclusion, it’s important to take the time to determine the value of the domain name to determine if the asset is Premium. Conduct a little due diligence and identify the six core-characteristics outlined above to understand if your domain names are premium. Additionally, use platforms such as SEM Rush, Google, Alexa and AHREFS to understand the anatomy of what makes up the domain name.
Premium domain names can also increase in value and provide a great alternative investment opportunity.
Premium domain names can create a separate, long-term way to create and diversify your investments. In our next article, we will dig deeper into using Premium Domain names to help build alternative, digital real estate portfolios.