April 6, 2020

What Is A Domain Name and Why Do I Need One?

written by

Joe Uddeme

What Is A Domain Name and Why Do I Need One?

Domain Buying Guides

Name Experts provides premium
domain service to:

Domain names are one of the foundations of every global brand – they’re your calling card online. In this post, domain name expert Joe Uddeme explains how they work and how to secure the right one for your business.

You probably know more domain names than phone numbers these days. Think of all the news sites you know the address of – plus Amazon, Apple and all those big brands whose website URLs you can guess because nine times out of ten, it is their brand name + .com.

While the world of domain names is easy and familiar at face value, behind the scenes, there’s a lot more going on.

If you’re getting ready to buy a premium domain name – one costing in the thousands that will be memorable and potentially valuable for a business in the long term – you need to have a solid grasp of what you’re getting into.

To stop you from confusing domain names with websites or even website hosting services, this post is a great place to start.

Key Takeaways

What is a domain name
How does a domain name work
How to choose the right name for your business
Securing a name that will keep your business on track

What Is A Domain Name?

To put it simply, a domain name is the address of your website. It is the phrase or word that you will type into your URL bar of your browser to find your website. For example, our website is https://nameexperts.com/

You can purchase domain names through a domain registrar, through a hosting provider, or let a domain name broker help you.

What is the DNS?

You can’t really answer the question, “What is a domain name?” without addressing DNS. Domain names are part of a large network called the Domain Name System (DNS) and it is managed by the Internet Corporation for Assigned Names and Numbers (ICANN). The ICANN is a non-profit organization responsible for management and maintenance of the DNS, as well as regulating domain registrars.

How Does the DNS Work?

When you type a domain name into your browser, your computer will check if you’ve previously looked at that domain. If not, then your browser will contact the local DNS server to pull it up.

Your local DNS server breaks down the domain name into sections. We’ll use our name again as an example. There are three parts to nameexperts.com – www., nameexperts, and .com. The .com is known as a top level domain (TLD) and the local DNS server will search for this section first, and then serves to find all the details of your domain name and send that information back to the browser you’re using.

There are obviously a lot more technical steps to it, but that’s the basics of how the DNS works. Let’s talk more about what you really need to know – what types of domain name extensions are available.

Different Types of Domain Name Extensions

All domain names are made up of a website name (nameexperts), and a top level domain (.com). Though the extensions can vary, we think it is useful to know the differences between the types of top-level domains available so that when it’s time to choose your domain name, you choose the right one.

The two types we are going to talk about today are Generic Top-Level Domains (gTLDs) and Sponsored Top-Level Domains (sTLDs).

Generic Top-Level Domains (gTLDs)

Normally, the best course of action is to choose a reputable TLD like .com, .net, or .org. But because these are so popular, there are millions of domain names that have been registered to date. So the name you want might be taken (read our post: “How to buy a domain owned by someone else”) – or it may be hard to find a name that works.

Here are some of the most generic TLDs:

.com (commercial)
.info (information)
.org (organizational)
.net (network)
.biz (business)

Subdomains

We thought we should also mention subdomains. A subdomain is also known as a third level domain and is an extra part of a domain name. They are viewed as separate websites by the search engines, so creating subdomains can help improve your site’s SEO. Specifically, a good time to use a subdomain is for a blog. It might look like https://blog.nameexperts.com.

How To Choose The Right Domain Name

Now that we’ve answered what is a domain name, we want to help you choose a strong domain name that accurately reflects your business. Ideally, you want to be easy for your target market to remember and be something that is timeless.

Your domain name broker can help you find the perfect domain name and get you started with the process that goes along with it.

Begin by doing some research on keywords that are relevant for your business. Whether it’s the name of your business or another keyword that relates to your business and you want to rank for it, this type of domain name will help improve your site’s SEO (search engine optimization).

Another tip is to keep your domain short and memorable. You want it to stand out but be easy to remember – try to keep it to three words or less.

You also want to make sure you avoid numbers and hyphens. People won’t remember where they go and they might mistype. Which leads us into another tip for choosing your domain name, make sure it is easy to spell.

Shy away from words with multiple spelling variations or one that might be difficult to pronounce. Think long term. You want a domain name that supports the growth of your business and will last for years to come. Changing your domain name later can really hurt your business.

Working With A Domain Name Broker – The Easy Solution

Getting your domain name right is crucial for your business or organization. It can help define your brand and form a lasting impression on your audience.

Do your research, and then if you’re serious about securing a seemingly unavailable name, reach out to a domain broker. We can help you buy and register a name – even if it belongs to someone else.

We can also advise on strong alternative names for your business. NameExperts.com has a selection of highly commercial names available for sale at any time. At the time of writing, these included eight.com, proud.com, fate.com and nickel.com.

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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Congratulations! You bought a domain name. But now what? In this post, domain name expert Joe Uddeme explains what to do next to keep your domain name protected – and extract its full value. “I have a domain name. Now what?” – this is a very common question people ask. The fact is, a domain name is pointless if you don’t do anything with it! After buying a domain, many things will run through your mind, and choosing how to use it productively can be confusing. However, don’t fret. This article will guide you on what to do after purchasing a domain name. Do it right, and you can leverage your domain name and build it into an attractive asset. Do it wrong, and you’ll waste 20 bucks on the temporary ownership of something you can’t even touch. Key takeaways: What is web hosting and why do you need it? Building a website and a brand you can leverage Attracting online customers to your new business Planning your exit strategy Before we proceed, let’s run through how to buy a domain in the first place. Acquiring Your Domain Buying a domain has become more simple than ever. In 2025, it’s just a few clicks and a swift online transaction. The first step is to choose a domain name you like that is relevant to your business. Afterwards, you can check if it’s available to buy immediately. Find a domain registrar accredited by the Internet Corporation for Assigned Names and Numbers (ICANN), the organization overseeing all domain names on the Internet. If the domain name is available, you can purchase it immediately from an accredited registrar. The price depends on how high the demand for the domain name is. If the domain name has already been claimed, you need a different approach. You can check domain marketplaces to see if the owner has possibly listed the domain for sale (see our list of the best domain marketplaces). Otherwise, you can possibly contact the owner to negotiate a deal. If this is out of your comfort zone and you have a high-value premium domain name in your sights, check out an experienced domain name broker with a great track record. For more details on securing a domain name, check our in-depth article about how to buy a domain name. What To Do After Buying A Domain Name You have acquired a domain name and have taken the first step in building your web presence. There are many other things to do after buying the domain, and we’ll outline them below. 1. Get Web Hosting Setup After buying a domain name, the first thing to consider is hosting a website with it. You’ll need a web hosting package from a reliable company. The company will host your website on its servers for a fee, and your website will be accessible once someone types your domain name into their web browser. Web hosting has become a walk in the park, at least in terms of getting started. You can get reliable web hosting for a few dollars monthly, and the price keeps going down as computing capacity increases around the globe. Sometimes, a domain registrar also offers web hosting services, meaning you can buy a domain name and a hosting package from the same platform. Otherwise, you can buy them separately and point your domain name to your hosting company’s servers. 2. Connect Your Domain to Your Hosting Connecting your domain to your hosting provider is relatively easy. You can do it via two methods: Changing the nameservers to those of your web hosting provider. Adding a DNS A record. Either method involves changing the domain name system (DNS) configurations from your domain registrar. Your registrar allows you to directly change the nameservers from its default to the one provided by your hosting company. You can also point your domain to the hosting company’s nameservers by adding a DNS A record. It’s the same action but with two different approaches. 3. Create an Email Address with Your New Domain Instead of using a common email address ending with “Gmail.com,” “Yahoo.com,” or “AOL.com,” you can use one ending with your custom domain name. It makes you look more professional and shows people you’re serious about your business. Many domain registrars also offer email hosting, so you can pay for it and create custom emails directly. Otherwise, you can choose an external email provider and change your domain’s DNS MX records to point to its mail servers. 4. Build Your Website and Brand The best way to put a domain to work is to create a website with it. It can be any type of website, such as a blog or online store. Creating a website is usually complex, but there are ready-made tools that make the process as easy as it can get. You can use a designated website builder like WordPress, Wix, Weebly, Squarespace, etc. WordPress is the most common tool for building websites because of its versatility. You can use it to create virtually any type of website you want. Follow these steps: Install WordPress on your web hosting account (many hosting providers offer one-click WordPress installation). Afterwards, log into your WordPress dashboard to begin customizing your website.

Close up of hands at a computer keyboard

The Complete Guide to Buying Short Domain Names

Unlock the branding power of ultra-short domain names with help from industry expert Joe Uddeme. Discover why they matter, how to buy them, and what makes them valuable. When it comes to domain names, less is most definitely more. Most of the time, the shorter the name, the higher the price tag – because short domain names represent prime online real estate. Some of the most expensive domain names ever sold were four letters or less. These concise, memorable web addresses garner immense interest from businesses, entrepreneurs, and investors eager to build recognizable brands and carve out a market edge. Over recent years, most of the world’s shortest, most meaningful domains – especially those made up of just two or three characters – have been registered and are now labeled as “premium domain names.” If you want to buy a domain name that fits this bracket, their scarcity has driven demand and prices sky-high, turning the quest for short domains into a battleground for major brands and agile startups alike. In this post, we’ll look at great short names (and why some are less great), and we’ll delve into how buying one that has been registered for decades (and is even being used) might not be impossible. We’ll also look at the stories behind some of the largest deals – and, trust me, the sums involved will make your eyes water! Key Takeaways Short domains remain highly coveted assets for businesses seeking brand authority and a memorable web presence. Most premium short domains are already registered, but expert brokers can unlock rare buying opportunities through negotiation or connections. The real value of a short domain hinges on global usability, inherent meaning, and extension – some “short” names are more valuable than others. High-profile, big-money sales prove the ROI for companies investing in ultra-short web addresses. If you own a short domain, strategic sale planning and the right partners can help you capture maximum value.

Professional looking man (on right) and woman (on left) studying computer as if in conversation about domain names

A Premium Domain Name Makes All the Difference

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]

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.

What Is A Domain Name and Why Do I Need One?

Domain Buying Guides

Name Experts provides premium domain service to:

What Is A Domain Name?

What is the DNS?

How Does the DNS Work?

Different Types of Domain Name Extensions

Generic Top-Level Domains (gTLDs)

Sponsored Top-Level Domains (rTLDs)

Subdomains

How To Choose The Right Domain Name

Working With A Domain Name Broker – The Easy Solution

About the author

Subscribe for More Domain Buying & Selling Advice

Related posts

What To Do After Buying a Domain Name

The Complete Guide to Buying Short Domain Names

A Premium Domain Name Makes All the Difference

Why Work with Name Experts

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Name Experts provides premium
domain service to: