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A good domain name is one of the most important aspects of a successful website. A strong name is not only memorable, it can also have a subliminal influence on the creditability of your business. In this article, we will provide a little background into what domain names are, how they work, and how you can find one that fits your business. What are domain names and how do they work?

Before diving into the details of selecting and registering a name, we'll provide an overview of how they work. Domain names were invented to help humans remember the addresses of computers on a network. For example, Internet Protocol (IP) address of yahoo.com is 66.218.71.198. When you enter yahoo.com into the address bar of your browser, it must find the associated IP address in order to connect. To do this, it requests assistance from a Domain Name Server (DNS), which is maintained by your Internet Service Provider. The browser sends a request for yahoo.com to the DNS server, which then returns the IP address 66.218.71.198. Finally, the browser connects to that IP address and displays the requested site. You may be wondering how the DNS server knows the numerical address of a particular web site. The answer is that it doesn't, but it knows where to find out. Each domain name is associated with an Authoritative Domain Name Server. The Authoritative server maintains the physical IP addresses of the domain names that it manages. When a DNS server receives a request, it forwards it to the Authoritative server which returns the actual IP address. This is a high level overview of how the DNS system works. If you are interested in learning more, check out the article How Domain Name Servers Work from HowStuffWorks.com.

What's in a good name? Determining an appropriate name for your site depends on what you are trying to accomplish. For an established local plumber looking to build a simple online brochure, it is best to choose a name that resembles the company name as closely as possible. For a startup trying to sell furniture to a nationwide audience, you can be a little more creative. In either case, here are a few general guidelines: Use words that are short and easy to remember. Use words that represent your products and services. Don't use words that are easily misspelled. Make sure that common misspellings and typos don't lead to a competitor. Don't include dashes and abbreviations unless absolutely necessary. For a small established business that has a reputation in the community, you should take advantage of that by including your company name in your domain name. Often you will find the name has already been registered, in which case you should think about adding your geographic area to the name. This can both improve your ranking in search engine results and make your site easily recognizable to potential customers. For startups, or businesses looking to appeal to a nationwide audience, it is best to use keywords that represent products and services you are offering. Unless your products and services are very unique or apply only to a small niche market, you will likely find that most names that include relevant keywords have already been registered. In this case, think about adding modifier words that imply quality, value or emotion about your product.

Before registering your name, it's important to think about how you will market your site. If you plan to promote your site primarily through print materials such as brochures and business cards, users will have to manually type the address into their browser. In this case, it's very important that the name be short and hard to misspell. Using dashes is not recommended, as it is more difficult to type. If you plan to use outdoor advertising such as billboards or car magnets, the most important factor is that your name is easy to remember. For companies that plan to market exclusively through the internet by methods such as banner advertising, link advertising and search engine optimization, you may be able to uses dashes and harder to spell words as the user will not have to enter them directly into the browser. You should still try to keep your name less than three words because longer names often look unprofessional.

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