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?

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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.

Alphabet from A-Z to denote avoiding hard to spell domain names

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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Most web users aren’t familiar with domain parking, yet it’s something pretty much all of us have encountered. Here’s domain name expert Joe Uddeme with the full details of why parked names exist – and why you might want to buy one. A parked domain is a domain name that has been registered but not connected to an active website. It is not currently being used but instead is set aside for future use. Most domains, like nameexperts.com, point to an active web page. But in the case of a parked domain, that address points to a “this domain is reserved” web page, a “buy this domain” page, an advertisement page, or a plain web page with no content. In some cases, it’ll point to no web page at all, and you’ll see an error in your web browser saying, “This site can’t be reached.” It doesn’t mean it isn’t there – as you’ll find out if you try to buy it. If you’re intrigued by parked domains and wonder if there’s any chance of getting your hands on one (with or without assistance from a domain name consultant), this article is for you. Key takeaways: Understand why someone would want to park a domain Turning a parked domain you own into something more useful Top tips for buying a parked domain Why Would You Have a Parked Domain? There are many reasons for domain parking, including: Reserving a Domain Name You might have a domain name that you plan to use for a website in the future. So, you buy it from a registrar and park it to prevent another person from snapping it up and disrupting your plans. A good domain name is worth its weight in gold, so absorbing the cost of holding the domain when it’s not in active use is advisable. Redirecting visitors to another domain You can use your parked domain to redirect visitors to another active domain that you own. For instance, you might have owned a website and changed the domain name for marketing purposes. You wouldn’t want people typing in the former domain name to get confused, so you redirect it to the new one. Save it for reselling Some domain names can appreciate in value, and many people hold them as investments. You can buy a domain name and park it with the intention of selling it for a higher price in the future. Site is in Development The website you want to connect to the domain name may be under development and launching soon. In the meantime, you can park the domain and only connect it to the website when it’s ready. How to Configure a Parked Domain Error Page Some parked domains return an error message when you type them into your web browser. The error message varies depending on your web browser, but it usually takes the form of “this site can’t be reached”.

Two busy female co-workers sat next to each other looking at a laptop

How to Buy a Domain Name – 10 Tips to Follow Before Buying

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. 1. Do your homework 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. 2. Buy a domain name people can remember 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. 3. Avoid slang terms 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. 4. Purchase a domain that is shorter rather than longer 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. 5. Stick with .com if you’re able to 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 6. Do not buy trademarked domains 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. 7. Do not buy a domain name that is too similar to an existing website 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). 8. Avoid buying hyphen domain names If you have to go with hyphens, do not buy a domain with more than three of them. It is just too messy. 9. Avoid numbers 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. 10. Check availability on social networking sites 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. 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]

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 is a Parked Domain?

How to Buy a Domain Name – 10 Tips to Follow Before Buying

A Premium Domain Name Makes All the Difference

Why Work with Name Experts

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Name Experts provides premium
domain service to: