written by
Joe Uddeme
How to Buy a Domain Name
How to Buy a Domain Name Owned by Someone Else
Negotiating a Domain Price
What is a Premium Domain Name & Why You Should Buy One
How to Choose a Domain Name
How to Value a Domain Name
Domain Names for Startups
How to Buy a .com Domain Name
Things to Watch Out for When Buying a Domain
Domain Name Investing
Buy & Selling Domains
Best Domains to Buy
Picking a domain name for your brand should be given the respect it deserves. After all, says NameExperts.com Director Joe Uddeme, it could make or break your business.
Among the most crucial decisions in establishing an internet presence is picking a domain name to buy.
Ignore the trends and fads of the day and pick a name that makes sense for your company or subject matter a decade from now.
When you choose well, you can rest assured that you have a valuable piece of digital real estate that is woven into the overall success of your business.
Here are 10 suggestions that will help you to make a fantastic domain name purchase.
Just a small amount of research can go a long way when buying a domain name. Find similar websites and check out your competitors’ domains using a website like Compete.com.
Use dnpric to determine when a domain name was last sold, for how much, and the web hosting agent. You can search by keyword, which will help provide the popularity of particular words in a domain name.
While any research is better than none, plan to put aside days or even weeks to properly research the right name for your brand – something that will help it to grow. If you need some guidance and an insider’s eye, an experienced domain broker can help you come up with – and secure – the perfect name for you.
Even if you’re planning on optimizing the website for search engines so that it can be found when people search for “used boats in Dallas” or “hair styling near me”, you still need a domain name that individuals can remember and type.
Anyone hearing your name needs to know how to get right to your business without you having to say things like “the number 4,” and “dash-dash.”
It’s also wise to avoid words that have more than one spelling if your customers are likely to be confused and type in the wrong name. Alternately, you can purchase both versions of the name and guide visitors to the one you prefer – safe in the knowledge that your backup site will scoop them up if they make a mistake.
Avoid anything mysterious like “voodrifunk” or “flambinastic” that might sound fun but is so out there that people will have difficulty remembering it.
Stay away from slang terms and instead select a name that will continue to be meaningful in ten years. This may also help your title be known and remembered by non-native speakers.
Even if you don’t intend to conduct business globally, this strategy can help your neighborhood audience also.
The longer your domain name is, the harder it is for people to remember. And the greater chance you have of someone misspelling some of the words.
Most good single word domains are long gone (read “what do to if the domain name you want is taken“), but it’s still possible to avoid super-long alternatives by getting a little creative.
For those who have one word in mind that’s not available, consider adding an adjective or verb in front of it and seeing if those variations are available. Perhaps not “GetAppple”, as that would likely lead to a world of trademark issues and other legalities, but you get the idea.
Think of your domain name as part of your brand, and be sure it matches how you want visitors to consider you.
Most individuals assume that a domain name ends in .com – it’s just become the default for most of us. If you purchase a domain name with a different extension or “TLD” as they are known (.net, .info, .org, etc.), you will have some additional work to do if you want to get people to keep you in mind.
However, do not automatically assume you should only ever buy .com domains. Many websites have done very well with different extensions – such as last.fm
Even if you’re not intentionally trying to create confusion, you are most likely to face some legal challenges by purchasing trademarked terms in your domain name. To be safe, look for U.S. trademarks at www.uspto.gov and be sure no one owns a trademark on the name you’re contemplating.
Even if the wording, name or expression in the domain name that has caught your eye is not trademarked, do not buy it if is is merely a variation of some other domain name.
This applies to plurals if the singular is taken (mediatemple.net vs. mediatemples.net) and hyphenating a term (media-temple.net).
If you have to go with hyphens, do not buy a domain with more than three of them. It is just too messy.
People may get confused about whether the amount is a digit (3) or a word (three). If you would like a number on your domain name because there’s a number in your organization’s name, purchase both versions (word and digit ) and redirect one to the other.
When you’ve got a name picked out, see if this word or phrase can be found on social networking sites like YouTube, Twitter, Facebook, Instagram, Pinterest, Google+, and Tumblr.
Even if you don’t intend on using social media straight away, you will want the option when you are ready, and it is easiest if you can use the identical phrase on each website.
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 $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]
Last updated: 17 October, 2025. What’s the best way to negotiate a premium domain name purchase? In this blog post, domain name expert Joe Uddeme shares the top strategies domain brokers use to secure high-value names at great prices.
It’s impossible to overstate the power of a great domain name for a business. Get it right, and an endless flow of online traffic could be yours, as domain name expert Joe Uddeme explains. The Internet evolves and is shaped by countless businesses, people, non-profits and an array of other entities looking for eyeballs in an ever-changing world. Buying a premium domain name is crucial in today’s clutter. Brands work hard to engrain their product or service in the public psyche and establish market positioning and relevance. Your domain name is part of the deal. Savvy brands understand the importance of creating something catchy and memorable. They need to separate themselves from their competition in ways that remain top-of-mind for their targeted audience. In this post, we’ll look at some of the reasons why companies large and small spend so much time and money acquiring a valuable premium name. And why you should, too. Key takeaways Proof that top brands have instantly recognizable domain names How a great domain name helps leverage your position in any marketplace Questions to ask when searching for a valuable premium domain name What’s in a name? Let’s start by looking at the top ten brands, according to Wikipedia: Rnk Company Rev($B) FY Employees Mkt. Cap Location Founded 1 Amazon $232.9 2018 647,500 $802.3 Seattle 1994 [1][2] 2 Alphabet Inc. $136.8 2018 98,771 $791.01 Mountain View, CA 1998 [3][4] 3 JD.com $55.7 2017 137,975 $34.84 Beijing 1998 [5][6] 4 Facebook $55.01 2018 25,105 $486.39 Menlo Park, CA 2004 [7][8] 5 Alibaba $39.90 2018 66,421 $432.12 Hangzhou 1999 [9][10] 6 Tencent $36.39 2017 44,796 $434.66 Shenzhen 1998 [11][12] 7 Netflix $15.8 2018 5,400 $153.39 Los Gatos, CA 1997 [13][14] 8 Booking $12.7 2017 22,900 $92.94 Norwalk, CT 1996 [15] 9 Baidu $12.40 2016 45,887 $88.11 Beijing 2000 [16][17] 10 eBay $10.75 2018 14,000 $32.07 San Jose 1995 [18][19] Each of these companies went out and acquired their core premium domain name – no matter what the cost. They also understood the value of having .com as their global brand. Let’s dig a bit deeper into the strategy of one of the major power-houses listed above. Facebook.com also owns many other valuable pieces of digital, beach-front real estate. Take for example, FB.com which complements the existing digital strategy that was already in place. Facebook has parlayed their web presence by building another piece of digital real estate alongside their own majestic piece of real estate. Another example is Booking.com, with more than $12 billion in revenues. They do a phenomenal job of attracting users with constant ad-driven messaging. They have partnerships with more than 660,000 hotels and provide a valuable service to their clientele. Why Premium Domains? Let’s continue with the beach-front real estate analogy. For the past thirty years, brands have been swallowing up the short, brandable .com domains. These are the assets that provide the most upside, equity and long-term value to the brands. These assets can hold generic value, such as Booking.com, or be more brandable, such as ebay.com or Baidu – to name a few. Premium domain names have commercial appeal and are typically very memorable. Brands spend huge amounts of money attracting new users and creating brand credibility. Digital strategists – including speculators who buy and sell domains for profit – are competing for a smaller piece of the available premium domain name inventory. Having a great domain name is only half the battle. Success lies in how you develop the brand and create long-term equity for your company. For this reason, companies should always acquire the shortest variation for their brand (Tesla, for example, spent an undisclosed amount on tesla.com so they no longer had to be teslamotors.com). This doesn’t have to be the only strategy. Companies should outline a comprehensive domain name strategy that not only covers their brand but any additional reputation management/brand defense needed to protect their corporate brand positioning. Simply put, premium domain names come with the following instant upside: Brand-dominance and positioning Equity toward a long-term exit strategy Inability to build against – a defensive strategy against your competition Own the real estate before your competitors do! Most successful brands have identified the importance of the premium domain name. They have dedicated digital strategists or digital departments to handle the larger need for digital integration and social media components. Brands should spend wisely and methodically when securing a new brand or piece of beach-front digital real estate. Get it right the first time with help from a broker Domain name brokerage services like NameExperts help businesses with their domain strategy and are in high demand. Whether or not they work with us, we always advise companies to use the following checklist to make sure they are not leaving money on the table: Conduct Research—who owns the asset and for how long have they had it? Is it being used? Are there active trademarks? What’s the history of the link profile? Variations and Alternatives—brands need to nail it. To do this, sometimes, they need to think outside the box. Find viable alternative assets that define your image and brand. Negotiation is key—do you negotiate for a living? We do. We remove the emotional attachment and red tape to manage both buyers’ and sellers’ expectations. Be Flexible—sometimes you have to give a little to get a little. Don’t be afraid to be flexible and offer ways to benefit the other party in your transaction. Be Honest—honesty and integrity go a long way. Be true to your word and don’t go back on what you say. This is critical for deals to succeed. Ask Questions—hold your broker or expert accountable and ask appropriate questions. Some domain transactions move quickly. A clear line of communication is necessary to save valuable money and time. Due Diligence—dig for more information and market comparisons: it’s all firepower necessary to make the case. Timing—don’t hunt for a CBD-themed/Marijuana-type name when there is mass decriminalization and legalization occurring. The market is just too hot, and pricing will be inflated. Instead, names should be selected “ahead-of-the-curve”. Don’t fall at the first hurdle When buying a premium domain name, it’s important to ask the right questions – it can save the buyer tons of money in the long-run. A common issue relates to trademarks tied to a name/brand. Many companies secure a domain name for commercial use but never take the time to search the trademark database. This quick search can save clients thousands of dollars. Premium domain names make total sense for any emerging brand looking to scale their brand – and shortening the global domain name is still the foundation for successful growth. The top companies around the world continue to focus on the universally popular .com for brand growth. This validates the need for a superb, premium domain name for your company and brand. Get it right the first time and save money in the long run – while adding credibility and equity value while you’re doing it. 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]
Some things are hard to put a value on. Did Apple need a multi-billion dollar ‘infinite loop’ HQ – or did they get something much more than a fancy address? NameExperts.com Director Joe Uddeme explains how the true value of a premium domain name sometimes runs much deeper than you think. You are likely searching around the web right now for “domain premium names” or some mash-up of those three words, wondering which ones you’re likely to buy for yourself or your company. You’ve already weighed up the pros and cons of choosing a premium domain name over a regular $20 one. First up, well done. You’ve recognised that if you want to buy a great domain name, you’re going to have to pay for it. A premium domain might only cost a few hundred dollars (though it could cost a lot more), but you have at least figured out that it may have a certain value. A domain which has what we call ‘jurisdiction’ is one that already performs well on search engines. A number of the critical indicators that prove that your domain name has jurisdiction are its domain authority, traffic, and links. Usually, premium domains come with an existing domain authority that will enhance your website’s rank with search engines. Here’s why buying a good one can be well worth it. Key Takeaways Save money on advertising with a strong premium domain Expect an instant flow of traffic Get help if you’re not sure where to begin You Don’t Need to Spend Too Much on Advertising Most of us recognize that sites with a fantastic ranking on Google are advantageous for their owners. When the keywords being searched are a specific match to keywords in your domain name, odds are your site will rank quite high on search engines – especially if the content is good and has been optimized for SEO. Many people are harnessing the net by producing multiple domain names in the hope their company will enjoy more exposure. However, the majority of these additional domains provide very little value as most are unsecured. They can also be harmful. Domains which have a recognizable extension like .com or even .net are more reliable and will enhance your website’s click-through rate. Clients Will Find You Quicker Domain names that are brief and contain keywords are in high demand since they help your clients to locate you quickly. They’re also more memorable. It is far better to invest in a premium domain name that’s brief, descriptive and matches what clients are looking for. Every website owner will tell you they spend half their life trying to attract new clients to their website. The battle can be won before it’s even started if you choose the right premium domain name. Expert Guidance for New Domain Name Buyers Experienced domain name brokerages like NameExperts.com are popular among business owners who don’t have the necessary experience or knowledge to confidently make decisions about their domain name strategy. As well as offering expert impartial advice, we can track down owners of off-market names and conduct all negotiations on your behalf. Our clients – which include Tripadvisor, Monday.com and Mark Cuban – regularly tell us our services save them time and money. 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]
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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