The perfect domain name meets a few simple criteria anyone can follow.

Internet Marketing Strategy | What Should Your Domain Name Be?

This post is part of a series about the Internet marketing strategy I call Inbound Marketing. To access the lead post please click the link in the prior sentence.

The Problem

Your new website needs a domain name. You want it to be good. You want it to be meaningful. You want it to attract your crowd.

Once upon a time the domain name of a website was a search signal. Back then, a domain name like:

inbound-marketing-consulting-and-implementation.com

Might actually have bought you a little Google love.

Zippe.biz helps you generate quality leads for your business through your website.

However those days are gone. Your domain name provides zero SEO help today.

But the problem is people still agonize over this decision. I’ve seen people delay the start of their website, and therefore their Inbound Marketing efforts for WEEKS while trying to decide upon the “perfect” domain name.

The Solution

Step 1: Accept that there is NO perfect domain name.

Step 2: Follow in the footsteps of some of high techs most successful companies.

What do the following brands mean today?

  • Intel
  • Apple
  • Yahoo
  • Google

Of greater importance is, what did they mean when those businesses were started? The answer to this second question is NOTHING!

The story behind Apple is that if no one had a better name by Friday at 5 pm, it would stick. The story behind Google is it is an intentional misspelling of Goggle, which is the name of the number 10 to the 100 power, and that name was picked by a mathematicians five year old son because it “sounded cool” (with which I agree).

What Makes a Great Domain Name

Ready? Here it comes:

  • Short (preferably two syllables, no more than three).
  • It’s easy to pronounce.
  • It’s easy to spell.
  • It means NOTHING!
  • It does not violate the copyright of trademark of anyone else.

Let me tell you how I choose my domain name.

I wanted a “.biz” high level domain because this is a business.

I recalled a story my youngest son once told me I though was interesting. The Zippo lighter (metal case, small steel wheel you flick with your thumb, little flint cylinders) was invented shortly after the Zipper was invented. The man who invented the Zippo lighter liked the sound of the word “Zipper”. Since the name Zipper was not available to him, he choose a word close to but different than Zipper. Specifically Zippo.

That story stuck in my mind.

It occurred to me there are 36 combination of z*pp* if you consider “y” to be a vowel.

So I fed every permutation from zappa.biz to zyppy.biz into a domain analyzer tool (Domain Samurai) and it told me which ones were and were not available.

Of the ones that were available, I then chose the one I liked best (Zyppy™), Googled for it, discovered it’s a trade marked name, and moved on. On the second or third try I learned that Zippe does not mean anything, so it grabbed it.

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