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Choosing a domain name is one of the first and most important steps in building your online presence. It’s not just a web address—it’s your digital identity. Whether you’re a new website owner, a web designer, part of an e-commerce team, or planning to launch a website, getting your domain name right is crucial. Here are 10 common mistakes to avoid, along with practical advice and examples to help guide your decision when choosing a domain name.
1. Ignoring SEO
When I first started thinking about a domain name for my website, I didn’t realize how much it could impact SEO. Many people overlook this, but it’s important to remember that a well-chosen domain name can boost your visibility in search engines. For instance, including a relevant keyword in your domain can help search engines understand what your site is about.
Suggestion: Use a keyword that fits naturally, but don’t overdo it. A domain like “BestChicagoPizza.com” might work well if you’re in the pizza business in Chicago, but something like “CheapBestPizzaDealsChicago.com” feels spammy and could hurt more than it helps.
Imagine a local bakery, “Jane’s Sweet Treats,” trying to rank for keywords like “best cupcakes in town.” If they choose a domain like “JanesCupcakes.com,” they’re more likely to appear in search results when someone searches for cupcakes in their area.
2. Choosing a Domain Name That’s Too Long
One mistake I’ve seen many people make is choosing a domain name that’s too long. I get it—you want to describe your business, but a long name is hard to remember and easy to mistype. I prefer to keep it short and simple.
Suggestion: Aim for something concise that still conveys what your business does. For example, instead of “JohnsBestHandmadeFurnitureAndWoodworking.com,” you might go with “JohnsWoodworks.com.”
Suppose an e-commerce store named “Stylish Office Solutions” wanted to create an online presence. They might initially consider “StylishOfficeFurnitureAndSupplies.com,” but opting for “StylishOffice.com” would be a smarter choice. It’s easier to remember and still relevant to what they offer.
3. Overlooking Branding
When choosing a domain name, it’s easy to get caught up in keywords and forget about branding. But your domain should reflect your brand’s identity. A strong, memorable domain is more likely to stick in people’s minds.
Suggestion: Think about what makes your brand unique. Your domain should capture that essence. For example, if your brand is quirky and fun, like “Squishy Toys,” you wouldn’t want a feeling less domain name like “DiscountToysOnline.com.” Instead, something like “SquishyFun.com” might resonate better with your audience.
I would choose a domain that’s not just descriptive but also embodies the spirit of my brand. It’s about finding that sweet spot between relevance and memorability.
4. Ignoring Domain Extensions
It’s tempting to use a non-standard domain extension, especially if your first choice of a .com is taken. But be careful—some extensions can confuse users or even reduce trust in your site.
Suggestion: Stick with .com if possible, as it’s the most recognized and trusted. However, if you’re in a specific industry, a relevant extension like .org for non-profits or .tech for a technology site might work.
Imagine a tech startup called “Innovate AI.” If “InnovateAI.com” is taken, they might consider “InnovateAI.tech” instead. This extension fits their industry and could even give them a slight branding edge by emphasizing their tech focus.
5. Not Checking for Trademark Issues
This is a big one. I’ve seen cases where businesses had to rebrand entirely because they didn’t check if their domain name was trademarked by someone else. This can be an expensive and stressful mistake.
Suggestion: Before you settle on a name, do a quick trademark search. It’s better to find out now than after you’ve invested in the name.
Let’s say a new online store, “Urban Chic,” starts gaining traction. If they didn’t check trademarks and later found out that a major retailer had the name trademarked, they could face legal issues and might have to switch to something like “UrbanStyleChic.com” after a costly rebranding effort.
6. Choosing a Domain Name That’s Hard to Spell or Pronounce
If your domain name is difficult to spell or pronounce, you’re asking for trouble. People will get it wrong, and that means lost traffic.
Suggestion: Test your domain name with others—ask them to spell it or say it aloud. If they struggle, consider something simpler. For example, “XzylophoneProductions.com” might sound cool, but “ZyloPro.com” is easier to handle.
I’d pick a domain that even a child could spell without asking twice. It’s all about making it easy for users to find you.
7. Ignoring Domain History
If you’re buying a domain that’s been owned before, check its history. I once considered buying a domain that turned out to have been used for spam. That history can follow you and hurt your SEO and reputation.
Suggestion: Use tools like the Wayback Machine or domain history checkers to see what the domain was used for. If it has a clean history, great! If not, you might want to look elsewhere.
Suppose “HealthyLife.com” was once used by a spammy diet pill company. Even though it’s a great name, that history might lead to penalties or distrust. It would be safer to choose a different name like “HealthyLivingGuide.com.”
8. Not Thinking About Future Growth
When I chose my first domain name, I didn’t think much about the future. But businesses grow and change, and your domain should be flexible enough to grow with you.
Suggestion: Pick a domain that’s broad enough to accommodate future growth. For example, “FreshJuice.com” might work for a small juice shop, but if you plan to expand into other beverages, something like “FreshDrinks.com” would be more versatile.
I’d want a domain that reflects where I am now, but also where I hope to be in five or ten years.
9. Focusing Solely on Availability
Just because a domain is available doesn’t mean it’s the right choice. I’ve seen people grab the first available domain, only to regret it later because it didn’t really fit their brand.
Suggestion: Don’t rush. Consider whether the domain truly represents your business and if it’s easy to remember. For example, “CheapBooksOnlineNow.com” might be available, but something like “BookBargains.com” is more professional and easier to market.
Let’s imagine a photographer looking for a domain. “PhotoClickers.com” might be available, but a name like “FocusLens.com” might be a better fit for a professional brand image, even if it requires a bit more creativity to find.
10. Failing to Secure Similar Domains
Finally, once you’ve chosen your domain, think about securing similar ones. This can prevent others from capitalizing on your brand by using variations of your name.
Suggestion: Consider registering common misspellings, different extensions, or even related domains. For example, if your domain is “BrightIdeas.com,” you might also grab “BrightIdea.com” and “BrightIdeas.net” to protect your brand.
Suppose “EcoFriendlyProducts.com” becomes popular. If they don’t secure “EcoFriendlyProduct.com,” someone else might, potentially leading to lost traffic or brand confusion.
Conclusion
Choosing a domain name isn’t just about finding something that’s available—it’s about finding something that supports your brand, is easy to remember, and can grow with your business. By avoiding these common mistakes, you’ll be setting your website up for success from the very start when choosing a domain name.
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