How to Decide How Many Domains You Should Buy

You've finally thought up the perfect domain name. It makes no secret of what you do, and it's available. But when you're about to snap it up, you notice other variations of that domain name are listed. Do you really need to register some of these as well?

It makes good sense to do so.

Buying multiple domains for your business can improve its online identity and protect your brand from fierce competitors. Think how simple it could be for someone to write “.co" instead of “.com" at the end of your domain name. How would you feel if they were to land on what they thought was your website and end up buying from your closest rival?

Keeping domain names out of the hands of competitors is just one of the reasons why it is a great idea to invest in multiple variations of your primary domain.

How Many Domains Should I Buy?

There's no limit to the number of domains you can buy, but there are some general considerations every business should make to determine the amount of domain name variations they should own.

1. Capturing Visitors Who Misspell

You're launching a fresh, informative and compelling website — but if someone misspells the domain name, they would never see your snazzy design and must-read copy. Wannabe visitors would instead get an error message or — worse — land on a different site.

To account for inevitable errors and typos, consider registering domain variations for the common spelling mistakes people make when searching for your brand, and redirect them to your primary domain. Google, for example, owns googl.com and gogle.com and redirects visitors to google.com.

2. Launching a Creative Campaign

Using domains to support a creative campaign can be a great way to gain traction. Say your company sells perfumes and your primary domain is wonderfulfragrance.com. If you wanted to promote your new scents especially for man's best friend, it'd make sense to create a landing page and register a dedicated domain for your promotional campaign, for example wonderfulfragrance.pet. Why? Because that domain is simpler to promote and easier to remember than wonderfulfragrance.com/dog-scents or similar URLs. A dedicated landing page and URL also makes it easier to track the success of your creative campaign.

3. Beating the Local Competition

It can also be a good idea to register ccTLDs (country code top-level domains), like .au (Australia) or .pr (Puerto Rico). One reason is that search engines really like ccTLDs. In fact, they give ccTLDs a lot of importance, which is why it ranks at the top in the list of elements search engines use to determine country-level targeting. That means that ccTLDs can help improve your site's search engine performance in these countries.

Registering country-specific domains can also help prevent your competitors from profiting from geographically distinct versions of your brand name — that's why brands like Nike register domains such as nike.com.au and redirect them to their main site, nike.com.

4. Positioning Your Business

Smart businesses register generic top-level domains (gTLDs), such as .pink and .pro, to target various communities and highlight segments of their business. For example, The Diamond Pro publishes most of its content on Diamonds.pro. The .pro gTLD sets The Diamond Pro apart as the first choice in the gemstones market. Another meaningful way to use a gTLD is to help visitors easily navigate to a certain aspect of your website. For example, public companies might use a .green domain to differentiate their environmental initiatives.

Registering the domains you need

After deciding what variations and extensions to add in your domain name portfolio, get all of them from a single registrar as this makes them easy to manage. By sticking with one registrar, choosing a reliable webhost, and ensuring forwarding interdependent domains to your primary domain using 301 redirects, you can reap the many advantages multiple domains have to offer.

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Tuesday, September 11, 2018