#domainnames #website #investment
In todayโs digital landscape, your domain name is more than just a web addressโitโs the virtual front door to your business. But how do you navigate the complex world of domain ethics, aging, and acquisitions?
David Grubb, founder of the web design agency Shepardโs Loft, recently sat down with domain expert Billy to pull back the curtain on the domain industry. From the truth about “squatting” to the secret SEO benefits of older URLs, here are the essential takeaways for every business owner.
1. Domain Name Squatting vs. Savvy Investing
There is often a thin line between a smart investment and “squatting.” Billy clarifies that if a name isn’t trademarked and is available for purchase, itโs fair gameโmuch like buying physical real estate.
The Rule of Thumb: Ownership becomes “squatting” or a legal liability primarily when you intentionally buy a domain that mirrors a trademarked brand to extort them. If the name is unregistered and generic, itโs an asset waiting for an owner.
2. Why an “Aged” Domain Name is SEO Gold
When starting a business, you might be tempted to register a brand-new name for $10. However, Billy suggests that buying an established domain can be a massive shortcut.
- Beating the “Sandbox”: New domains are often stuck in Googleโs “sandbox” (a period where search engines don’t fully trust the site) for about six months.
- The Wine Effect: Domains registered for three years or more are considered “aged.” Like a fine wine, these domains carry built-in credibility and often pre-existing traffic, allowing you to rank in search results much faster.
3. The Strategy of Multiple Domain Names
Don’t stop at just one URL. Billy recommends a “safety net” approach to domain ownership:
- Capture Misspellings: Register common typos of your brand name.
- Strategic Redirects: Point these secondary domains to your main site to ensure that no matter what a customer types, they end up on your doorstep.
4. Navigating the Aftermarket
Finding a short, punchy domain in 2024 is tough. While tools like GoDaddy or Dynadot offer “estimated values,” Billy reminds us that the market dictates the price. If the perfect name is taken, look into the aftermarket. You can use a WHOIS search to find ownership details or work with brokers who specialize in negotiating sales for high-value names.
5. The Nightmare Scenario: Forgetting to Renew Your Business Domain Name
Perhaps the most critical advice Billy shared was a cautionary tale: a local artist lost his domainโand years of brandingโsimply because he forgot to renew his registration.
Pro-Tip: Consolidate your domain management with your web hosting (a service provided by Shepherds Loft) to ensure you never miss a renewal notification.
Final Thoughts About Domain Names
Securing your digital identity is the foundation of your online success. Whether you are hunting for an aged domain to boost your SEO or protecting your brand with redirects, being proactive is key.
Ready to secure your business’s future? Would you like me to help you brainstorm a list of available domain variations for your brand or check the “age” of a domain you’re interested in?