VERISIGN
IN THE SPOTLIGHT
names are registered every year and millions of great domain names are still available. With recent changes to search algorithms, businesses can obtain better search engine rankings by registering longer and more descriptive domains (which, conveniently, make up the majority of available domains) that include keywords, their brand, their location, or memorable phrases. Tis is because many Internet users today prefer simply to type a search term into a browser to find what they are looking for, unlike 10 years ago when most typed in a direct domain address to reach a website.
Businesses should take advantage of this evolving behaviour and try to think of
the keywords
their customers might use to find their business and register a combination of those keywords as a domain name. For example, if someone in London is looking for a bakery,
they’re likely
to search for ‘the best bakery in London’ as opposed to ‘bakeries’. A business with the domain
www.thebestbakeryinlondon.com, or
www.
bestlondonbakedgoods.com would be served well in this example. Moreover, a trend in marketing today is to register ‘brand-able phrase’ domain names, such as
www.nowwhat.com, that uses a phrase that’s intended to be catchy so it will draw interest or intrigue to a promotion or advertisement.
Once a business decides which domains it wants to register, the next step is to decide which registrar to purchase from. Registrars are effectively
domain retailers that
send
the necessary domain name system (DNS) information to a registry like Verisign—the wholesaler—to register a domain name on behalf of businesses, or registrants. Many registrars provide online tools to help people search for available domain names and create websites around their new domain name once registered. Registrars can serve as a business owner’s one- stop shop to help establish its online identity.
Setting up and managing a website can seem daunting for many small businesses. What are some best practices they can employ?
Tere’s a common misconception that buying a domain name requires one to set up a website. But once a business selects and registers a domain name, or several, there are many ways they can be used to establish an online presence. From free and low-cost channels that require no or little investment or technical expertise, to a fully customised website, the control that having a domain name provides is vital because it allows businesses to scale their web presence as they grow without the risk of losing customers.
30 Trademarks Brands and the Internet Volume 1, Issue 4
www.worldipreview.com
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