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The Essential Guide to Selecting a Domain Name.
By Devanshu Mehta
November 14, 2000

In a time when a domain name is registered every two seconds, it is becoming increasingly difficult to find that perfect domain name for your cause. In such a situation, it has become necessary to devise a method to determine the best domain name for you.

Unfortunately, there is no straightforward method for this purpose. The best we can do is to try to achieve a balance between the different expectations and objectives you have about your domain name.

Objectives

Objectives behind needing a domain name and expectations from it vary in different degrees from person to person. The important thing is that you have your objective perfectly clear in your mind. Without a clear purpose, you may end up with a domain name that can actually hurt your business instead of helping it. If you rush in, you may end up with the domain name good-dealz4u.net instead of ValueShopping.com when both were available. Be careful.

The question you have to ask yourself is, what are you trying to achieve with this domain name? Is it to develop a long-term online brand, is it supplementing an offline brand, is it to work towards short-term building of traffic or is it the best balance between all of these?

It is understandable to have more than one objective regarding the use of your domain name. For example you may want your domain name to work as a ''traffic catcher'' and also as an online brand. It is usually acceptable to have more than one objective, provided you understand them both entirely, clearly and separately. Yet, it is difficult to achieve all your objectives with one domain name. If in the course of your search, you find the perfect balance, then consider yourself lucky. If not, then keep each objective separate and work with them individually. It is better to have two domain names pointing at the same site, than to have one that does more to confuse a visitor than enlighten him.

Your Domain Name as a Brand

In essence, a domain name is an Internet address. The only technical purpose it serves is to locate a computer on the Internet. Yet, taking a broader perspective, a good domain name serves not only as a piece in a technical puzzle but more importantly, as your identity, brand and personality online.

People may come across your domain name from an advertisement, through search engines or through word of mouth. In any case, your domain name will work towards forming an impression about your online presence. A good domain name will usually form a good first impression in a person''s mind, but a bad domain name will always form a bad one.

People are impressed more easily through value rather than products; characteristics rather than facts. It is important to have a name that conveys what you do best, instead of just conveying what you do. In short, GreatBooks.com works better than WeSellBooks.com, and the reason is obvious.

Your Domain Name as a Handle

As I stated above, people encounter domain names in a variety of places, many of which will not provide one with immediate Internet access. This requires a domain name to not only generate interest in people, but also stay with them until they get the opportunity to use the Internet. Most good domain names are eye-catchers, which means that it does not take more than a glance from a potential visitor for it to stick in their minds.

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