The Name of the Game

If you already have a company then your domain name shouldn't be too hard to come up with. If you're starting from scratch, however, you may have more of a challenge. Naming your online business is just as difficult as naming your traditional brick and mortar business -- and maybe even more so.

Think about naming your business something that describes what the business does or is about so the people who simply type into the URL window what they're interested in and add a www. and .com to it may find you immediately. For instance, if your business is creating custom wood molding, you might consider www.customwoodmolding.com for your business name (or at least your domain name). The main rule is to make sure your name makes sense. Single word names that have a cool Webster's meaning but don't really describe the business's function won't stick with people, and may make it difficult for your online business to take off. (Unless, of course, you plan a media blitz announcing the new business to the world -- then you can have a little more leeway.)

There are a few simple rules-of-thumb that you should follow when coming up with and registering your online business's name. First keep it short. Although your domain name can be up to 63 characters, that doesn't mean you should use them all! Make the name as short as you can so it will not only be easier to remember, but also easier to type in.

Secondly, make it as logical for your business as you can.

Third, you should register more than just your primary domain name. For instance, you probably should register any variations you think a customer might type in. For example, HowStuffWorks.com also registered, www.howthingswork.com, www.howstuffdoesntwork.com, and several other variations.

And fourth, include at least the most common misspellings of your name.

How Do You Know What Names Are Available?
You can check on the availability of domain names through many registration sites. For example, go to Network Solutions or Register.com and just type in the name and extension (.com, org, etc.) that you are interested in. The site will search the databases and tell you if the name is available. But, what if the name you need is already taken? Should you contact the owner and offer to buy it? You could. You can also check on some of the other top-level domains currently or soon to be available like the new .biz extension. Let's talk about how the domain name system works so you'll better understand your options.

Domains, Sub-Domains and Hierarchies
Domain names are set up as a series of character strings separated by periods. They are hierarchical but, rather than going from left to right, your top-level domain name will remain at the right end of the name next to the suffix (.com, .org, etc.) and sub-domains will be added to the left. So, www.abcnews.com could add sports.abcnews.com for their sports Web site.

Or, you may register your company name as mycompany.com when you first start your business then later if you added another division to your company you could add the sub domain name division.mycompany.com. This is not a new name that requires registration, it is simply a sub domain of your existing name. Of course, you don't have to do it this way. You don't even have to have your domain name start with www. Usually, the www indicates the host or Web server and can be anything you would like it to be (may also depend upon your site host). Most people are used to the www part, however, and may have trouble accessing your site if you don't use it.

The domain name system (DNS) is currently overseen by ICANN, the International Corporation for Assigned Names and Numbers. It is a non-profit private-sector organization that coordinates the technical management of the Internet's domain name system. Its Board of Directors is made up of a global membership of individual members of the Internet community and supporting organizations representing business, technical, non-commercial, and academic groups.

There are currently six general top-level domain (TLD) name suffixes. Those are:

  • .com -- for commercial use
  • .edu -- for educational organizations
  • .org -- for non-profit organizations
  • .mil -- for the military
  • .net -- for network providers
  • .gov -- for government agencies

ICANN also approved seven more TLDs in November of 2000. Those are:

  • .aero -- for the air transport industry
  • .biz -- for business-oriented sites
  • .coop -- for cooperative
  • .info -- for information-oriented sites
  • .museum -- for well... museums
  • .name -- for individuals
  • .pro -- for accountants, lawyers and physicians or other professionals

There are also some top-level domain names that make use of unused country codes (ccTLDs -- country code Top Level Domains). The most common ones are .ws, .md, .cc, and .tv. These can be registered just like other domain names, and can even still take advantage country codes within the address as well (www.companyname.uk.ws).

For an in depth look at how the DNS works click here.

Registering Your New Name
You've decided on a name. Now you have to choose a registrar, check the availability of the name, and get it registered. Registration is typically $35 per year, although less expensive registrars can also be found. Be careful when choosing your registrar and make sure you read all of their terms. (Also make sure you read terms when it's time to renew because these things seem to change quite frequently.)

Also, don't hesitate to transfer your registration to a new registrar if you have any problems. Registrars won't typically refund any fees you have paid when you transfer away from them, but some registrars will credit your account with any fees you have already paid to the previous registrar you are transferring your account from. So you may be able to pay for two years with a new registrar and have the account term extended by the amount of time you still had left with your previous registrar.

Protecting Your Domain Name
One of the best ways to protect your domain name is by registering it in all of the generic and national top-level domains that you see might be a potential risk. If yours is a highly competitive market and Web traffic is going to be vital to your business you should definitely take it into consideration. Also, you should register brand names and any generic names that describe your business.

If your company name ends with "company," or "enterprises," or "incorporated," make sure you register variations on that. Don't abbreviate anything that would make it difficult for someone to find your site. Also make sure they won't miss your site and stumble onto a competitor's site.

Your domain name can also be registered as a trademark, or constitute a trademark, depending on how you use it. Check with your attorney about how to go about protecting your domain name in this way.

Buying an Existing Domain Name
If you're buying an existing domain name from a former owner (e.g., when someone has already registered and owns a name you need, or when you purchase an existing company), you have more of a challenge. First of all, it's going to cost you more money. Companies pay many thousands of dollars for the right domain names, and some folks make their living registering those domain names in anticipation that a large company will need to purchase it from them -- usually for big bucks. (You may be able to dispute these with ICANN.) If you find yourself needing to purchase a domain name from a legitimate owner, here are some tips to protect yourself:

  1. Have a written contract that specifies the purchase of the domain name by you and only you. (Just to make sure you're not being scammed along with several others.)
  2. Make sure the contract spells out that all copyrights and trademarks are also included in the deal.
  3. Use an escrow service to handle the money exchange. That way, as a buyer, you know that the seller can't take the money and run because the escrow service will make sure the transfer of ownership is complete before they turn your money over. Make sure you know the escrow service's fee and policies for handling domain names, such as how they deem the transfer of the domain name has taken place and the time span involved.

OK, you hopefully now have an idea, a name, and one of those flashing "under construction" signs at your URL. Now let's move on to the real work in putting together an online business. What will your site DO?