Optimizing Domain Name Registration Strategy
Domain Name Registration Strategy
Adopting a strategic viewpoint in domain registrations can unlock potential for increased revenue and search visibility.
Businesses should prioritize strategic domain registration, which goes beyond merely safeguarding a brand. This method can unlock potential for increased revenue and search visibility. On the other hand, defensive domain registration, where various forms of a website's domain name are purchased to prevent competitors from acquiring them, has more limited objectives. I believe a strategic approach to domain registration is more advantageous, as it focuses on earnings and traffic benefits.
Copyrights & Registered Trademarks
Some believe purchasing domains with your brand name can help prevent trademark infringement by domain squatters. While this is partially true, there's more to strategic domain registration. It involves acquiring domains for beneficial reasons beyond preventing squatters or competitors from taking them. Domains akin to a business's existing one can potentially boost sales and web traffic.
Acquiring Domains: A Tactical
I often acquire different types of domain variants, not primarily to safeguard my brand or trademark, but rather to preserve my online visibility and traffic. This proactive approach to domain purchasing is, in my view, more effective than merely defensive domain registration. The strategic angle ensures that my aim is to secure not just the domain, but also the traffic, search engine rankings, and sales associated with it.
Multiple Versions of a Domain Name
Years ago, I registered a domain in singular form. A week later, a city clerk mistakenly referred to my business in plural, alerting me to a future issue. I tried to register the plural variant, only to find it already taken. After contacting the owner, we agreed I'd buy it, but soon after, another person showed interest. The owner decided to sell it to the highest bidder. I reached out to the second person, explaining the confusion that could arise, and they agreed not to bid. I secured the plural domain, learning a valuable lesson about buying both singular and plural versions of a domain name to prevent confusion and traffic redirection.
TLD Variants
Acquiring .com, .net, and .org top-level domains can be beneficial, with .info also being a good choice. These are widely used globally and are popular in the USA. Compared to irrelevant country code domains, .net and .org are typically easier to rank both in the USA and worldwide, making them valuable for businesses. The .info domain can be useful for providing separate, distinct information.
For instance, I registered all CNOBI domains.
- HotelsScan.com
- HotelsScan.net
- HotelsScan.org
- HotelsScan.biz
- HotelsScan.info
Examples of well-known gTLDs (CNOBI):
CNOBI is an acronym for the five generic toplevel domains.
C - com
N - net
O - org
B - biz
I - info
The primary set of generic top-level domains includes com, net, org, biz, and info.
There are also two other generic domains, name and pro, but these are classified as restricted, meaning eligibility proof is required during registration based on the established guidelines for each.
Reasons for Possible TLD Diversifications
It's crucial to consider having different top-level domain (TLD) versions to:
- Increase online presence
- Secure brand protection
- Diversify marketing strategies
- Improve user experience across various regions.
The Uniqueness Dilemma of Business Names and Domains
A significant number of business names lack originality, often sharing similarities with numerous others. When a company first purchases a domain, it might be the sole entity with that specific name. However, this situation may change over time, as businesses in other states or countries may adopt identical names.
Imagine the potential customer confusion when multiple domains, each representing a different business, appear in search results using the same name. Proactively acquiring these similar domains is not just a defensive strategy; it's a strategic move to prevent confusion among customers, visitors, and users.
Additionally, having alternative domain names can be advantageous for establishing separate web presences under the same business name. Holding onto variant domains ensures consistency in site traffic, rankings, and earnings while preventing confusion for visitors.
Top-Level Domains for Specific Countries (ccTLD)
Country-specific domains such as .US (USA), .DE (Germany), .EU (Europe) or .CA (Canada) might not seem essential. However, if your business caters to multiple countries, these domains become significant. They can help prevent confusion for users in countries that share a language, in case someone else purchases similar domains. More than just preventing others from acquiring these domains, purchasing them also protects your traffic, search engine rankings, and revenue.
For instance, I registered HotelsScan.eu, HotelsScan.de, HotelsScan.me.
Generic Top-Level Domains (gTLDs)
Generic Top-Level Domains (gTLDs) represent a type of top-level domains (TLDs) in the Domain Name System (DNS), managed by the Internet Assigned Numbers Authority (IANA). They are identifiable by a domain name's attached suffix. The DNS is supervised by IANA, which is currently under the auspices of the Internet Corporation for Assigned Names and Numbers (ICANN).
gTLDs:
Originally generic, distinguished from early country-based TLDs, Unrestricted by geography, open to global registration, Assigned to particular uses, like .com for business or .org for organizations.
Number of gTLDs:
As of August 2021, there are 1239 generic top-level domains (gTLDs) designated in the internet's main directory.
Proactive Domain Name Acquisition
Reflects a business-oriented approach to registering domains, going beyond mere brand protection. It involves registering domains with specific goals in mind, primarily aimed at boosting earnings and web traffic. This strategy surpasses the limited scope of defensive domain registration.
Considering purchasing domains for strategic reasons can be less justifiable, particularly for certain domains like .io and .pro. These could potentially benefit another business, leading to potential confusion. For instance, the .io domain, which can cost over $60 per year, might not be a sensible choice for a small or medium-sized business due to its high cost. However, it could be beneficial for a technology company, as 'IO' is often associated with coding-related businesses.
The .pro gTLD is popular among service-based businesses, and a local SMB might consider buying it, especially if expertise is a crucial factor in their industry. Nevertheless, most domains used for vanity purposes are typically not worth considering.
Defensive domain registration, the practice of buying domains to prevent customer confusion and protect earnings and site traffic, can be seen as a waste of money, since not all purchased domains may be of interest to squatters or competing businesses.
When deciding to buy a domain name variant, it's crucial to consider if a similar-named business might purchase a variant and if having multiple businesses with similar domains could cause consumer confusion. If so, registering those domains could be a sound strategic move.