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Solution

Users should remember and type domain names easily. Long word combinations are often abbreviated, so that short domains result, but users cannot remember these easily (e.g. “cake and cookie factory” -> “cacofa.com”). It is much better to choose expressions that make sense – descriptive domain names (“cakes.com”, “cookies.com”). Of course such short, easy to remember domain name may not be available so that many users switch to combinations of terms. The longer such a word chain is, the worse the domain name.

Foreign language terms should be avoided. Studies have proven that consumers often incorrectly translate foreign language expressions and slogans. They do not understand what an expression means. However, when you are selling to other countries, you should also register your descriptive domain name in that foreign language. Users tend to search locally. They prefer local search results in a locally spoken language over foreign language results. If you only operate a single website, you can redirect all your domain names to that one main domain.

Try to bring three things consistent:

• as short as possible
• as descriptive as possible
• as local as possible

A good domain name is one that does not need an explanation, that a user hears only once, but remembers it later anyway. A domain name like insurance.com meets these criteria, a domain like insurance-agent-at-elm-street.com does not. Descriptive domains work better for search engines than fantasy names.Users can also remember descriptive domain names more easily. If you use a business name as your main domain you may need to spend more money on marketing so that user will remember the name. As in real life users will remember a name like “flower shop” much better than “flos tabernam”.

In order to satisfy all claims, website owners should use a descriptive main domain and register their business or organization name as an add on domain. The add-on domain can be redirected to the main domain.

 

Overview of frequently asked questions