Domains Articles:
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Choosing and protecting
Choosing a Domain Name and protecting it!
First released March 2002 by Richard Shearer
Choosing a Domain Name and protecting it!
Domain names are our addresses on the Internet. But for companies, they are much more than just a number. They are part of a business’s identity, branding and marketing. Business advisors today are strongly urging their clients to be proactive in securing and maintaining domain names, even if the Internet does not yet figure large in the marketing and sales mix. Because once a domain name is taken, or lost, it can be very expensive to regain it.
Registering a domain name is simple and quick, but there are pitfalls to be aware of. Perhaps the hardest part is choosing a name which stands out from other brands, yet is easy for web surfers to find and remember. Here are some tips to consider when choosing a domain name:
· Use a domain name that is relevant to your business. It is a good idea to use the company’s name, but you may also want to register a generic industry related name
· Try to keep your domain name as short as possible. Five to 20 characters is best, shorter names are easier to remember
· Register domain names for any brands or trade names you own
· .co.nz domain names denote New Zealand businesses. If your target audience is within New Zealand, then these are most appropriate
· .com and .biz denote United States or International businesses. These are good if you are seeking a more global identity and market
· Register corresponding domain names and possible similar or competing domain names. For a relatively small fee ($39.95 + gst per domain per year) you can protect your brand names from being used by others.
Registering your Domain Name
Having decided on a name, check whether it is available at a domain name registrar website such as www.freeparking.co.nz. If the name is available, you can then register and pay for it online, remembering that all communications regarding registration and renewal will be sent to the name holder, or registrant.
Consider registering additional names that are similar to yours, or to those of your key products or services. Common misspellings or similarly named brands or companies could direct business away from your site. Competitors may pass themselves off on your company’s name and reputation. Or confidentiality breaches or disputes could arise over mail intended for you that is sent astray. These extra domains can simply forward any visitors to your main site.
It is much cheaper to be proactive than reactive in this area. However, be aware that some Internet Service Providers charge a fee to “park” domain names, whereas other registrars offer free parking.
Once it is registered, use your domain name. Start building your business’s Internet identity by using your domain name for your website, if you have one, or as your email address e.g. you@yourcompany.co.nz rather than an ISP email address.
Protecting your Domain Name is important
When you have established your domain name, it is vital to keep it registered. If you lose your domain name you can lose your whole online identity, and you have no rights over an expired name. Domain names registrations must be renewed annually, and all renewal notifications are sent to the nameholder’s email address as recorded at the Registry.
This is particularly important if someone registers the domain name on your behalf. The name holder’s contact details should be those of the company, not an employee or contractor. All Registry notifications about renewals will be sent to the name holder’s email address if that person no longer represents the company, that increases the risk the name will be lost, or even held to ransom. Most registrars have facilities for logging in and checking or modifying your contact details.
Where domain name registrants, or holders, lose control of their names, it usually happens through neglect or carelessness rather than malice. Remember: a domain name is only "yours" for as long as you keep paying to own it. If you stop paying for it and it expires, it will be deleted and made available to anyone to register first come, first served!
Managing your domain name is as simple as making sure you read all email messages relating to any domain names you own very carefully, and staying on top of your domain name renewals. It is a good idea to always keep an off-line (paper) copy of your domain name records and password.
The bottom line about domain names is this: If you want a domain name, the time to act is now. The longer you wait, the more likely it is the name you want will be taken. The process is simple and quick, but it must be managed carefully.
Provided by Richard Shearer, General Manager of NZ’s largest accredited Domain Name Registrar, www.freeparking.co.nz
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