How much is your website domain name worth? I don’t mean in how much would someone pay you for it, I mean what is it worth to your company? Think of all the investment your company has made over the years;
Considering how important your domain name is to your companies’ health, shouldn’t you put a little bit of effort into getting everything squared away upfront? It’s not just about protecting your domain name, there are a couple of simple ways to leverage it as well.
Below is an excerpt from the book “25 Website ‘Must Haves” for Driving Traffic, Leads & Sales”. You can download your own copy here.
Often a business assigns the domain registration to an employee who eventually leaves the company and no one has the registration information to make changes, or even to renew it. This is surprisingly common. The domain should be assigned to standard alias like (info@...) and the records should be kept along with all the other important company info. If you have an IT department, it should be their responsibility.
There is always a lot of debate about buying all the variations and combinations of your domain name. The rule of thumb is; if you can afford it…buy it! Why? Because anyone who is likely to buy a similar domain name as yours is likely to be a competitor of sorts. If you buy it first, you just took it off the market and gained a competitive advantage.
When a domain name is purchased, it goes into a database that is easily accessible to Google and the other search engines. Buying a domain name for one-year is a signal that you only have a temporary use for the domain, or that it may be for some spam like activity. Conversely buying a domain for 5 or 10 years shows long term commitment and weighs in your favor when search engines evaluate your website for placement in the search results.
Some domain names are forever tarnished. They may have been associated with bad content (Porn or hate sites). More recently these include websites that have a history of “Black Hat” SEO practices that are counter to Google’s Webmaster Guidelines.
At the end of the day, your domain name is the center of your company’s digital identity. Your Social presence, your corporate branding and your company email all come back to your domain selection. It’s worth spending some time on because it can be expensive to undo later.