What’s the Best Domain Name for My Business?

27 May 2014 / Freeparking Team / gTLDs New gTLDs New Domain Extensions .nz Domains

If you are looking to find the right domain name for your business, you might be considering if these new domain name extensions are something you need to worry about.

A domain name, website and email addresses are such a critical part of doing business nowadays, getting the right name is more important than ever. Your domain name is your unique online identity, so ideally it will be a name that matches your company name or describes what you do, it will be short and easy to remember.

But what if the domain name you want is already taken? In the .com space this is almost inevitable, which is the reason why ICANN, who are the closest thing to the Internet’s Governing Body, are releasing hundreds of new domain extensions - allowing people to get the name they want.

In New Zealand there are still hundreds of thousands of available .nz domains, so you have a better chance of getting a good .co.nz name for your business. If you can’t, you might consider changing the name of your business, but now you can also choose from many new domain extensions that can say what you do, simply and memorably, like fishing.guru or computer.training.

Even if you already have a .co.nz address, you might want to consider a new extension as an alternate, or simply to register your name with the new extensions to protect your brand. For brand protection, only consider addresses that are truly relevant to your business. For example, a clothing store might register myboutique.clothing and myboutique.shop, but registering myboutique.pizza or myboutique.farm wouldn’t make much sense.

Currently Search Engines like Google don’t use domain names to rank search results, so myboutique.clothing will not do any better in Google results at this stage than myboutique.co.nz. To get high rankings in Google your website simply needs to have the most relevant content for the term that was searched.

The new domain extensions open up a lot more choice, moving the selection of a domain from being a simple administrative task to a serious branding exercise. From a marketing point of view the opportunities to make an impact and to stand out, as well as to ‘get it wrong’ are much greater. Picking the right name for a new business or a new product can be daunting at the best of times, so where to start? Remember when picking your domain name and the relevant extension, the name should:

  • Be easily recalled, spelled and pronounced
  • Be consistent with your business’ branding and positioning strategy
  • Be indicative of the product’s (or service) major benefits and characteristics
  • Be distinctive (unique, stand out)
  • Be meaningful to the customer
  • Be capable of registration and protection (remember to keep an eye on trademarks)

At the end of the day, you want a domain name that describes your business so people searching for you can find you, if you can do this with a .co.nz domain then that’s probably where you should start for now, but if not, consider a new domain extension and be a little more unique with your online brand.


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