Rand Fishkin, SEO expert-founder of Moz.com, reviewed choosing a domain name recently. If you’re about to launch a company the video provides an excellent approach to finding the right domain. Rand doesn’t discuss the costs of his various examples. You can bet, for example that Gusto.com cost ZenPayroll an easy quarter million when they rebranded last year (2015).
1) Make it brandable.
2) Make it pronounceable.
3) Make it as short as you possibly can, but no shorter.
4) Bias to .com.
5) Avoid names that infringe on another company or another organization’s existing trademark or could be confused with that trademark.
6) Make the domain name instantly intuitive.
7) Use broad keywords when sensible, but don’t stress keyword inclusion.
8) If your name isn’t available, it’s okay to append or modify it.
Uniregistry recently shared a list of domains and prices they sold over the last year or so for a total of $42 Million! Namebio published the list on their blog.
Recent unpublished comments to this blog remind me that a lot of people hate anyone who owns a domain they’re not using (let alone companies like Uniregistry that hold millions). These people are confused and this excellent article from Bill Sweetman might help them get clarity. Taken: The Myth of Domain Name Unavailability