MightyRecruiterIn the modern world, creating and maintaining a presence on the Internet is no longer optional. Most consumers expect any brand worthy of consideration to have some aspect of its operations online. Just as you must take care in choosing a business name, so too must you carefully research and select a domain name around which to build the Internet face of your company.
A domain name is a shortcut for the numerical “address” assigned to the computers that hold your website information. It allows customers to find your business online by using something much easier to retain than a string of numbers. Domain names must be leased from the Internet Corporation for Assigned Names and Numbers, a non-profit set up to regulate and assign the unique identifiers and databases that work “behind the scenes” to allow the Internet to function. Each domain name leased from ICANN must be unique and conform to certain conventions. Consider these guidelines when choosing a domain name for your online presence.
The Basics
To simplify, a domain name ends in a period followed by a suffix. This ending is called an extension and, in theory, denotes the type of organization or business and/or its location.
- •.com — Commercial, for-profit enterprises
- •.org — Organizations such as non-profits
- •.net — Internet service providers
- •.edu — Educational institutions
- •.gov — Government websites
However, ICANN has largely relaxed the restrictions on extensions, with the exception of “.edu” and “.gov.” In addition, regional domain extensions exist such as “.jp” for Japan and “.uk” for the United Kingdom that are generally used for entities located within those areas. ICANN also created unique extensions that are intended to help identify specific industries or types of businesses (e.g., “.tv” or “.lawyer”), but they aren’t universally compatible with browsers and ISPs. Choosing an exotic do vmain extension could keep people from accessing your site.
Domain names are leased from ICANN through third-party companies known as registrars who have been authorized to perform the functions involved in identifying available domain names and registering them with ICANN on behalf of consumers. A simple search for “domain names” or “registrars” on the Internet will reveal a dizzying array of options from which to choose. The competition among registrars can result in some attractive deals if you’re willing to spend some time comparing offers.
Choosing Your Name
Now that you have an understanding of the basics involved, it’s time to brainstorm. There are a few things to keep in mind as you develop your domain name:
- Each domain name must be completely unique. Companies cannot share them.
- You must be extra diligent to ensure your selected name avoids confusion and trademark infringement with companies that may be on the other side of the world.
- While a given name may not be taken across all extensions, it’s best to avoid a name if it’s already owned on at least one extension.
- Your name can only contain letters, numbers and hyphens.
- Domain names cannot exceed 63 characters. Some programs will only recognize up to 26 characters.
- While restrictions have been lifted on extension use, most people are familiar with the traditional uses, so it’s best to adhere to them.
- It’s always best to use “.com” if possible. It’s by far the most popular and easily remembered extension.
Think of names by starting with your business’ real-world moniker. Use a registrar’s search engine to see if your company name is available. If not, consider whether it would be worth the expense to purchase the name from its current owner. If you decide not to go that route, continue brainstorming by thinking of related terms and your most popular products or services. The key is to find something that ties directly to your business and that’s as punchy, short and memorable as possible.