Domain name selection and registration MBA 563 WEEK 2

What is a domain name? A domain name is made up of two elements that when put together must be unique – A top-level-domain – A second-level domain A domain name resolves to the numeric IP address of the web site on a web server via a Domain Name Server (this service is usually handled by the company that hosts your website) The Domain Name System - controlled by ICANN in the US (Internet Corporation for Assigned Names and Numbers)ICANN In Canadian, domains are managed by (Canadian Internet Registration Authority) Each country in the world has a similar system Many resellers of domain names now, but they must be certified registrars – eg. – local ISP (Shaw, Telus etc) – Internic.ca (just one example) Internic.ca – many others

Two ways to get one: register a new (or expired) domain name or purchase an existing one Purchase the right to use the domain name for a certain period and register the name Cost per year is around $15 for a name not already registered (cost is variable – sometimes free with a hosting package) You can also buy a name from its present owner – the trade in domain names is now no longer as hot as it was a few years ago – Although toys.com was sold in 2009 for $5.1m and sex.com sold in 2010 for $13m – Domains for sale on eBay Domains for sale on eBay – Be aware that “the internet never forgets”

How important is your domain name? VERY important It is a key piece of branding for your firm Think about all the places it will be seen and heard (print materials, on the side of a bus, business cards, s, search engine results, online and offline advertising, TV and radio, personal conversation etc) Think about how people will use it – Write it down – Memorize it – Key it into a browser – Click it – Say it out loud A domain name is made up of two elements that when put together must be unique – A top-level-domain – A second-level domain

Choosing a domain name – Top Level Domains Decide which Top Level Domain(s) you want to register Types of TLDs (Wikipedia)Wikipedia Generic TLD USA only (restricted) TLD Country code TLD Internationalized Country Code TLD Generic TLD (gTLD) expansion Information about domain names (especially new gTLDs from ICANN (video 6 minutes) Information about domain names (especially new gTLDs from ICANN Country codes with liberal usage policies used for domain “hacks” or available to be licenced for commercial usage eg.:available to be licenced for commercial usage Twitch.tv (using the TLD for Tuvalu) Twitch.tv (using the TLD for the British Indian Ocean Territory)

Selecting a “second level” domain name The TLD and second level domain name pairing must be unique It will be difficult to get the name you want – creativity needed to find a domain that is: – descriptive and/or memorable (includes your keywords) – user-friendly (no hyphens) – you can say it over the phone – not too long (shorter is better) – not too difficult to spell – not too close to an established name – isn’t already in use in another TLD with dodgy content Remember you also need to protect your brand – think about registering common misspellings and derogatory domain names

Brainstorm a domain name Your firm has just started a new business that specializes in selling solar panels. You have a physical storefront in Nanaimo and plan to sell online all over Canada. The name of the business is Solar Engineering and Installation Ltd What would be a good domain name for this firm? What TLD (s) would you choose? See if it is available from internic.ca or hostpapa.com (these are just examples of hosting firms – I am not endorsing them)internic.cahostpapa.com

Staking claims to social media usernames As part of your domain name search you should also check availability of usernames on key social media accounts Register usernames even if you have no intention of using the social network service at the moment Consistent web presence is important