Domain selection and registration

Domain selection and registration

The domain is the address of a website, which is written between "www" and the.com,.es,.net or other extensions. The domain is also known by the acronym URL (Universal Resource Locator). The company must choose a good domain or, better yet, several domains and register them.

The first domain registered was symbolics.com in 1985 and in January 2010 there were 192 million domains on the Internet according to VeriSign (Internet service provider and global operator of.com and.net domains).

Selecting Effective Domains

The choice of a domain name is the beginning of an online business and a priority for it to be effective. The name of a domain name, regardless of whether it concerns the name of the company, the products or the trademarks, must be easy to remember, rather short, simple to pronounce, without hyphens, accents or not very "international" letters such as "ñ" or "ç".

The advantage of choosing a domain that matches the company name is that customers can find it more easily on the Internet. It is the best option for companies that already have a certain degree of brand recognition. Most users will try to find the company by searching for its name in a search engine or directly in the browser by typing the name with the most common extensions,.com,.es, etc..

If it is an SME that is not internationally known, in general, the best option is to register a generic name that identifies with what the company offers and that this name matches the keywords by which users search the Internet for products or services that the company offers. Domains containing these keywords improve the positioning of pages under your name.

It is obviously difficult to find free registrations for generic names such as footwear, wine or apples. Two or three words should be used to define the company's offer more precisely, for example "vinoespañol" (spanishwine) or "mueblesdediseño" (designfurniture).

As for the termination of the domain, it can be.com,.es,.org,.info, etc. In general, it can be said that the most appropriate is the.com ending, since it is the most international and the one that is most related to the business world. According to a VeriSign report, the four most commonly used terminations on the Internet in 2010 were in this order:.com (80 million domains),.cn (terminations used in China),.de (Germany) and.net.

Domain registration

Knowing if a domain is already registered and with what extensions is a matter of seconds. Just go to the websites of companies that are dedicated to registering domains (for example: www.arsys.es or www.whois.com) and check it out. For example, the name Freixenet (world leader in the production and export of sparkling wine) is registered with many extensions.

Companies that register domains tell us not only if the domain name  is free or not but also, in the latter case, who is the owner or administrator and their contact details.

Example of domain selection for an SME

The company Bravo Lozano, producer and distributor of agricultural products decided to launch one of its star products, pears in wine, on the national and international market and to create a website dedicated to inform and promote this dessert. The recommended domains for this website would be:

wwww.perasalvino.com and www.winepears.es. Why? Why?:

They identify with the product offered by the website.

These are the keywords used by the potential consumer to search for the product.

It is a better domain than the usual option of using the name of the company, in this case Bravo Lozano, which is not known in the international market and little known at the national level.

The.com ending is used for the Spanish domain. In general, this termination is more effective because it is identified with business and a less local environment than the .es.

The.com ending is used for the English domain, since the.com ending for the winepears domain is already registered. It is much more common that the.com ending is already registered than the.com ending. Either way, the ending .es can be very suitable for conveying the message that it is a Spanish product. It is recommended to use it when this is an added value for the product.

Domain registration

Knowing if a domain is already registered and with what extensions is a matter of seconds. Just go to the websites of companies that are dedicated to registering domains (for example: www.arsys.es or www.whois.com) and check it out. For example, the name Freixenet (world leader in the production and export of sparkling wine) is registered with many extensions.

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