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ugg boots franceWe've all

heard of them, but do you know what domain names are, what they can do,

where you can get them, and how to use them best? Here's a guide that

explains all.

What is a domain name?
Sometimes referred to as a web address or, incorrectly, a URL, your

domain name is what a customer types into their browser's address bar to

get to your website. The domain name consists of two parts: a top-level

and a second-level. Examples of the top-level are .com , .co.uk or .org

whereas the second-level is the part that you devise, such as

yourbusinessname in yourbusineair max

bwssname.com . The name can also be used in your email address: for

example joebloggs@yourbusinessname.com.

What a domain name can do for you
A domain name is very often your first encounter with any organisation

and, because ecommerce is more important to a business than ever, it's

crucial that it creates a strong first impression. It doesn't matter

whether it's flashed across a TV advert or hidden in the black-and-white

of a newspaper listing, it is going to be the method of contact that

most people will act on to get in touch with you. If that name doesn't

indicate who you are or what you do in a quicair max storek and memorable

fashion, people are less likely to visit your site. Using your domain

name as a marketing tool isn't its only purpose. It can aid search

engine optimisation, but it must be structured the right way (see

below); and it can provide a unique email address, thus enhancing

professionalism.

Where can you get your domain name?
You can choose from hundreds of sites that register them: search for

'buy domain name' to see just how many there are. Your decision will be

determined by a couple of factors, availability being the first. If you

sell hammers, there's little point checking whether hammers.com is still

available. The shortest and simplest, and often most valuable, probably

won't be available. If they are, they'll be an extortionate price. Don't

worry because a slightly longer augg en soldesnd more descriptive name can sometimes pay

even bigger dividends. This is especially true for businesses that have

just started up or are less well known. Include where you're located in

the domain name, or what you do can be beneficial. For example,

hammersnottingham.com . Not only does this let potential customers know

where you're based, but the name is much more likely to be available.

You can also make customers aware of where you trade with your choice of

top-level domain. Using a .co.uk , for instance, tells people that you

trade in the UK, and it will often be cheaper than a .com alternative.

How should you structure your domain name?
Don't try to include your business name, your location, and what you do

because the result will be too long. Pick the combination most relevant

to your potential customers. Once you've decided this, you can structure

it with or without hyphens such as hammers-nottnike pas cheringham.com or

hammersnottingham.com . The issue of which is best has been much

debated. Hyphens may improve search engine optimisation by making each

separated word recognisable as a keyword, and they prevent confusion:

for example,(powergen-italia.com , as opposed to powergenitalia.com .)

However, a hyphenated name, although it may seem trivial, can lead to

complications when spread via word of mouth. See Don't use dashes. When

you have to explain which words are separated by hyphens, the name's

catchiness soon evaporates. There is also discussion surrounding the use

of subfolders (hammers.com/blog) or subdomains (blog.hammers.com).

Search engines recognise subdomains as completely separate websites,

whereas subfolders are recognised as branches of a website that all come

under the domain name. And because search engines only rank two results

from the same site on their first page, it can be beneficial to use

subdomains for search engine optimisation. However, there are other

issues to consider when choosing between the two.

The right domain name enhances your website It might not seem it at

first, but there is a lot to consider when choosing your name. One that

is cleverly-compiled and structured can have a huge impact on getting

recognised, building your reputation and, ultimately, increasing sales.
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