1. Include your keywords in your domain name
Google tends to favour domain names with the search keywords. There are 2 kinds of search keywords, geographic and functional.
So if you are a Plumber and you service Balmain in Sydney, then choosing a domain name should be very very simple – you should include Plumber and Balmain in your domain name. Incidentally, Balmain, Sydney might be a good place to start a Plumbing Business.
You would have to have a very good reason not to use Plumber-Balmain.com.au or Balmain-Plumber.com.au
If your Business is named something different, like Joe’s Plumbing, consider changing the name.
Including the suburb and/or city where you provide a service in your domain name, clearly communicates your geographic focus.
2. Keep the domain name as short as possible
Bear in mind that people need to remember your domain name and also type it. People tend to be lazy and if they don’t remember, they’ll most likely use a search engine.
Register the shortest possible name that your customers and visitors will associate with your business.
3. What is a TLD?
TLD means Top Level Domain. It is the “.com.au” in Plumbers.com.au or the “.sydney” in Plumbers.sydney. Until recently, your options were limited with .com.au and .net.au reserved for company names so many Australian companies were forced to use the generic .com TLDs. This is not ideal as it may be confusing for users and Google ranking favours geographic information. Thus balmain-plumbers.com.au will rank higher than balmain-plumbers.com, all other things being equal. If you do manage to register the .com.au suffix, try to get the .com suffix as well.
Actually, we strongly recommend registering all relevant TLDs, to protect your brand.
3a. If your business is in Sydney, get a .Sydney domain name
See Rule #1 and Rule #3 above, yes! Google favours geographic information.
Particularly if your business serves the whole of Sydney.
4. Avoid Trademarks
The company that owns the trademark will have legal precedence in any claim for the domain. Best to avoid trademarked names and save the hassle, and register both the trademark and the name. The situation is becoming both easier and more complex, with an international Trademark Clearing House being used by most domain providers to adjudicate names.
5. Don’t wait
Good domain names don’t last long. This is one area where you absolutely need to pre-empt any competitors, e.g. there can be only one Balmain-plumber.com.au but more than one plumber in Balmain.
6. Register synonyms as well, to protect your brand
If you have Balmain-plumber.com.au, register Balmain-plumbers.com.au as well & also think about the neighbouring suburbs.
You only need one website, the other names can be pointed at the same website.
9. Don’t pay too much
You shouldn’t pay more than $20/year for a .com.au name or $10/year for a .com domain name.
However it is well worth paying someone to advise on your total branding strategy, perform trademark searches and SEO/SEM.
|Would you like some help with your branding strategy?Call Aussie-Business-Connect at 1300 191 660 for a consultation.|