Domain Name Basics
A Primer On Avoiding Common Problems With Buying & Maintaining Domain Names
When it comes to domain name basics, there are some common mistakes that can happen in the buying and maintaining of domain names you deploy for your website. Before we dive into some tips & best practices on domain names, it’s important to understand how domain names fit into the tech hierarchy of how the internet works. This expert article has helpful advice for buying new domain names and protecting domain names you already own (or think you own).
Domain Name Basics: What Is A Domain Name?
A domain name is a series of letters and/or numbers – typically that relate to your company name, product, or service – that represents your website’s address on the internet.
Domain Name Basics: How Does a Domain Name Work?
When you type a domain name into your browser, the DNS (the internet’s domain name system) translates the domain name into the IP address (the internet protocol address corresponding to the domain name). The IP address will be a series of numbers with periods in between them. This domain name-to-IP address translation allows your browser to connect to the website’s computer server, thus allowing you to visit and view specific websites.
Example of a domain name: www.dewintermarketingpr.com
Example of an IP address: 172.167.1.1
When you see the difference between a domain name and an IP address, it’s easy to see why a domain name is much easier to use to find and access a website on the internet.
Domain Name Basics: What’s The Difference Between A Domain Name And A URL?
A domain name references the online address of a full website, typically with multiple web pages that comprise the website.
A URL (also known as a Uniform Resource Locator) is the complete online address for a specific web page or resource tied to a website.
Domain name example: www.dewintermarketingpr.com
URL example: https://www.dewintermarketingpr.com/blog
Domain Name Basics: What’s The Difference Between HTTP and HTTPS?
HTTP protocols are the underlying technology that powers communication over a network like the World Wide Web, i.e., the ability to send and receive data when browsing the internet.
Internet cybersecurity is the difference between “http” and “https.”
HTTP stands for: Hypertext Transfer Protocol
HTTPS stands for: Hypertext Transfer Protocol Secure
When you have a website address with “HTTP” in it, the website data is transmitted in plain text. This means information sent from a browser can be intercepted and read by third parties.
When you have a website address with “HTTPS” in it, it means there’s another layer of cybersecurity for the internet communication.
To get that extra layer of security, you, or your web developer, must apply for an SSL Certificate from an independent certificate authority. Once you get an SSL certificate for your website (typical cost range from $75-$100 per year), then your website automatically will share that certificate with the browser – which tells the browser that the website a person is trying to access is legitimate and trustworthy. Websites with SSL certificates are more secure and are the desired standard.
Action Item: If you don’t have an SSL certificate for your website, work with your marketing team and/or your website development team to get one. Then your website URL will change to show: https://www.companyname.com.
How To Choose A Domain Name
The best practice for choosing a new domain name for a business or non-profit is to first brainstorm a list of possibilities. Start with the full formal name of the business or nonprofit – and if it’s available, BUY IT.
Then determine if there are other shorter versions of the domain name that make sense to buy.
Example of a primary domain name: www.dewintermarketingpr.com
This is an example of a domain name that represents the formal name of the company. If you can purchase a domain name that’s the full formal name of your business or non-profit, BUY IT.
Then, brainstorm other derivations of the company that might be used to find you.
Example of a domain name variation: www.dewintermarketing.com
Note that this is not the full name of our agency, but when folks are searching for us, it’s quite common that they search for “DeWinter Marketing” vs. the full company name. So, we bought this domain, and it’s set to automatically refer over to the main domain name for this agency.
You also can buy the domain names for keyword phrases that define your business, non-profit, product, or service.
Example of keyword phrase-related domain names: Denver Marketing Agency, with the domain name being:
www.denvermarketingagency.com
Sometimes these keyword phrases will be available to buy as a domain name. In many cases, that domain name will already be taken. In other cases, the domain name tied to a powerful, high-ranking keyword phrase may be available but it will be very expensive, i.e., upwards of $5,000 to $10,000 to purchase it.
If you’re lucky enough to find a domain name that represents a powerful keyword phrase that describes what you do and it’s affordable, BUY IT. Then have your web developer set that domain name to automatically refer to the main domain name.
Example:
www.denvermarketingagency.com (a keyword phrase domain name) would be set to automatically refer to:
www.dewintermarketingpr.com
Domain Name Basics: Where to Buy Domain Names?
When you buy a domain name, you’re purchasing the right to use that domain name exclusively for a specific period of time.
You can buy domain names from a variety of sources. It’s best to buy a domain name from a company that specializes in selling domain names. In addition, some companies that provide website hosting services also sell access to domain names.
Examples of companies that focus on selling domain names include:
• Cloudflare.com
• GoDaddy.com
• Domain.com
• NetworkSolutions.com
• Register.com
Example of companies that sell domain names but are primarily a website hosting platform:
• Ionos.com
• Bluehost (a low-cost website hosting platform)
• Hostgator (a low-cost website hosting platform)
• Wix (a low-cost website hosting platform for DIY folks who want to use a template to build their own website)
• Squarespace (a website hosting platform for DIY folks who want to use a template to build their own website)
Domain Name Tip: Before you decide where to actually buy the domain name that you want, check pricing at the various companies that sell domain names. For example, at press time for this blog, GoDaddy was significantly more cost-effective than Network Solutions.com. Check your pricing & select WHERE you will buy the domain name first.
Action Item: Get onto the websites of the first bulleted list, and find out what those companies charge to buy domain names, and see how the pricing differs.
Domain Name Purchase Process
Once you’ve got your list of possible domain names to buy, and you’ve chosen the company where you want to buy it, get into the domain name search / purchase system for that company.
Start by plugging in your first choice of a domain name.
Then, the system will tell you if that domain name is available, or not.
Important Domain Name Purchase Tip: If you find that that domain name you want is available, and for a reasonable price, BUY IT ON THE SPOT.
Here’s why: Domain names are incredibly competitive – and there are “entrepreneurs” who will be watching to see what domain names are being sought. If you don’t buy the domain name you want when you find it’s available, it’s highly possible that one of those domain name entrepreneurs will purchase it – and then they’ll send you an email offering to sell you the domain name you wanted, and for an outrageous price.
That’s why you must be prepared to buy the domain name when you find it’s available. If you sign out and go back a couple days later to buy it, it may be gone.
Common Problems & Mistakes With Domain Names You’re Already Using
One of the most common mistakes is to let someone else buy the domain name you want, such as your web developer.
Be advised: If your web developer buys the URL and has a clear record that they paid for it, then your web developer owns your domain name, not you.
Another common mistake is to let your web developer take over the payment for the renewals of the domain name. That again means they have control of one of your most important marketing assets.
Important Domain Name Payment Tip: Buy the URL directly, yourself, and ALWAYS pay for the renewal yourself. Do NOT let your web developer take over payment and management of the domain name.
In the past 5 years, we at DeWinter Marketing & PR have had new clients that either never had control of their own domain name, or they lost control of it. We’ve had to go to battle for these clients and fight to get the domain name back under their ownership.
Net net: Always buy your domain names directly, and pay for them directly and over time for renewals. Do NOT have your web developer put the domain name purchase under their own account.
This saves a lot of time, stress, and problems in the long term.
If you already have your domain name, then the question becomes: Are you SURE you have ownership of it?
The 2 best ways to determine who really owns your existing, in-use domain name are to determine:
- Who’s paying for the renewal of the domain name?
- And, is the domain name in YOUR account or your web developer’s account?
If you are paying for your domain name and renewals directly, great! If your web developer is paying for the renewal of YOUR domain name, check on who really owns your domain name, and who controls it. If you don’t formally own it, work with your web developer to take back ownership of this critically important marketing asset. Then, going forward, make sure you are the one paying for the renewal of the domain name, AND that your domain name “lives” in YOUR account with the domain registrar (where the domain name was purchased), not your web developer’s account.
Domain names are not the most exciting parts of developing, enhancing, or maintaining websites. But they are one of the most important marketing assets, second only to your website. Follow these domain name basics & best practices – and you’ll be doing your business or non-profit a big favor.
Need help with domain names for your website? Contact DeWinter Marketing & PR for assistance.
