It used to be quite easy to choose and register a domain name. You searched on your business name, found it and registered it. These days, besides that fact it's harder to find what you want, you have to be more creative and consider the search engines point of view.
Google appear to give you points for having your keyword appear in your domain name, but we know from other website success this is not a major factor nor is it a barrier to getting high rankings.
If you are starting a brand new website from scratch with a brand new domain name, then you might try and get something which includes your main keyword in the domain name - but only if it looks and sounds right and is appropriate to do so. If you are well known by your business name, you may feel this factor overrides the keyword factor, or you might be able to combine both.
If you already have a domain name registered for some time, we would recommend you stay with that rather than ditching it in favour of a new domain. This is because you are having to start from scratch to get Google to recognise your domain name all over again.
Domain age plays a factor in SEO
Google also seems to give points to older and thus more established domains, so consider registering for 2 years or more. Those registering a domain for just one year could be viewed as a fly-by-night by Google. I'd definitely recommend keeping an existing non-keyword rich domain name over a brand new keyword-rich domain name, with the exception of a domain name that has never been utilised, got no links back to it, never been indexed, etc.
Dynamic and Static URL's
You should also add your keywords into your URL's. If they are dynamic, then have them re-written into static URL's. This is a job for someone a little web-tech savvy so if that's not you, get your web designer to do this for you. You will need to tell them what you want in the URL, so make sure you do your keyword research for this and follow it through in your whole web structure of using keywords.
So let's take the Indizine domain name. The variations could be:
indizine.co.uk
indizinewebdesign.co.uk
indizine-web-design.co.uk
... or even something else keyword rich but without the name Indizine.
By having a long domain name you run the risking of it not being memorable or too long for people to type without making an error, but on the other hand it is self-explanatory. However, if your Meta tags are using the right keywords, then when you appear in a search engine listing, people will be able to see what you do from the title and description wording.
The same goes for wherever you put the domain name; forum signatures, marketing materials such as business cards and flyers, email signatures, and so on. Try to use your keywords as anchor text or some descriptive wording. If people only see a domain name and nothing else, they won't know what it is you do or sell, if the domain name doesn't explain your product or service.
The main ones you would use if you are running a business based in the UK, are .co.uk and .com. If you are a not-for-profit or charity you should ideally use .org or .org.uk so people can readily identify you as such. Next come .info and .biz - we find a lot of people use these when the .co.uk and .com have gone, but they still want a particular domain name. IT related companies sometimes us a .net domain which of course sounds quite appropriate.
Other less known and less commonly used domain extensions are .mobi, (used specifically for mobile versions of a website), .me, .name and a few more. These are okay to use for a personal blog or website, but far less commonly used in business domain names. They are also not very memorable.
Now we would say try and get at least .co.uk and .com as a a pair and use one as your domain name for your website, and forward the other one to your website via your domain control panel. However, it's not always possible to get both, so at least one of those will do.
The thing to be careful about when choosing a domain name is to ensure that you do not set up a website and appear as if you are 'passing off' as an already established internet business by using a domain name that is the same as one already in use but with a different extension.
Also, if you see another website selling the same services as you, don't be tempted to use a name that is almost the same. It will only result in a cease and desist letter prior to court action. It really isn't worth the hassle and in any case, surely you want to be unique?
You need to consider copyright and IP when choosing business and domain names, and also be aware that having a Limited Company does not protect your business name nor give you rights to a domain name.
If you are looking for a domain name, check out these places first to see what exists before you decide. By knowing what business names already exists gives you an idea of what domains may be available, and even if they are, if you can see an uncomfortable similarity or a potential threat from an existing business, just don't go there is our advice! It will only catch up with you if you do. And it will cost you.
Please note that the national business register is not a legal requirement to register a business name, however they do offer a service that provides some reasonable element of protection so it might be worth considering this.
You can also consider registering the Limited Company Name and then making it dormant if you are a sole trader - you only need to complete and return a form once a year but it's important you remember to do this or you risk a fine!
It costs £200 + VAT to register a trademark in one class. Further classes are £50 + VAT each. This protects the words or image (e.g a logo) that you submit and which are subsequently approved.
