Confused by domain names? This blog cuts through the jargon. We answer 4 key questions: Is a regional domain (.co.nz) for you? Should your domain match your brand or include keywords? And what about typos? Learn how to pick the perfect web address for your business.
Published on June 4, 2009
The following article answers 4 common questions…
- “Do I need .co.nz, .com, .net.nz, .mobi and others?”
- “Should our domain name just be our brand name?”
- “Should our domain name have keywords in there too?”
- “What about miss-spellings?”
1. “Do I Need .co.nz, .com, .net.nz, .mobi and Others?”
It depends on 2 things…
- Where is your target audience?
- What domain names are already taken?
My advice is pretty simple…
- If your target audience is New Zealand only, make a .co.nz your primary domain name.
- If your target audience is international, make a .com your primary domain name.
- If you are a non-profit organisation or an association, go with .org.nz.
- Don’t bother with any of the others (unless protecting your brand name is a concern across international borders)
- Still unsure about which domain extension is best for your target audience? Reach out to a hosting and domain registration company. They can help you navigate the options and choose the one that best suits your needs.
2. “Should Our Domain Name Just Be Our Brand Name?”
Some brand names are quite long (take lawyers, for example), so you should buy your full-length domain name (e.g., SandersNightengaleIversonFredricks.co.nz) and the abbreviation to make emailing easier (e.g., sniff.co.nz).
3. “Should Our Domain Name Have Keywords in There Too?”
Yes, that is ideal, but don’t get carried away. If you own a photography business and you choose the business name “Identity” (sorry for the poor example), then you could make your domain name www.identityphotography.co.nz. This would include an essential keyword in your domain name.
4. “What About Miss-Spellings?”
You will know if your brand or domain name is commonly miss-spelled. If mistakes are common, yes, buy the misspelt domain name (and it can stop a competitor from buying it and trying to steal business from you if your brand name is trendy).
Then you have 2 choices…
- Either redirect the miss-spelled domain name to your primary domain name (the user-friendly option)
- Or leave the website with the “this website cannot be found” message (some huge brands choose to do this, forcing people to get used to using the correct brand name. Sorry, I can’t think of an example right now.)
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