Domain Names

Most people know what a domain name is. A lot of people may already own one. However, not everyone understands how the whole domain system works or even how important domain names are for the online marketing of a business. While not meant to be a definitive guide, this article outlines some general concepts to consider.

The Domain Name System
The Domain Name System (DNS) was developed to enable users to more easily locate websites across the internet. Instead of using the lengthy string of numbers that uniquely identifies each computer (its IP address), the DNS allows the use of letters in a certain format to replace the lengthy IP addresses. This makes the names much more user-friendly and easier to remember. The names are represented in a standard format and end with a certain code that indicates the category type of the domain name. Common examples are names that end with .com (to represent commercial enterprises), .gov (for government related sites) and .org (for various organisations).

There are also several other domain types now available including .biz, .info, .name, .aero, .coop, .net, .pro. In addition, there are also country specific domain names that end with an additional code to reflect a specific country such as .au (Australia), .uk (United Kingdom), .nz (New Zealand). The regulations relating to the use of these codes can vary significantly from country to country. For example, in Australia there are restrictions on the use of the domains ending with .com.au to ensure that they are only used by businesses already using the name proposed for the domain.

Registering a Name
When you register a domain name you effectively become the owner of that name and your details are entered into a worldwide directory of all domain names. Most of the various domain types are offered by large number of competing registration companies. It’s worth investigating several different domain registrars as their prices can vary significantly. Also check what extra features are included with the domain registration as they can also vary from registrar to registrar.

Importance of a Domain Name
Choosing a domain name is often a critical first step in establishing and marketing a proposed website. Even if you already have a specific company name that you want to use, it’s still necessary to ensure that you choose a domain name or type that best suits your business. Some points to consider include:

• There’s a certain hierachy of domain types. For example .com’s are still the most valued and respected domain types for most commercial enterprises.
• Shorter and more memorable names are always highly prized.
• Consider acquiring a country specific domain name (e.g. com.au) especially if your target market is principally in your own country.
• Although its importance may vary in the future, search engines tend to give some weighting in their search results to domains that have keywords as part of the name. So consideration should be given to registering a name that includes keywords that people may use to search for your product/service.

© Copyright 2003-2010 Ausnetech Pty Ltd   A.B.N. 35 104 843 450