Is Your Company Name Killing Your Online Business?

Ahhh... your company name.

Your identity. What separates you from everyone else.

I would be willing to bet that you spent a good deal of time coming up with the perfect name for your company. Am I right?

Something catchy, easy to remember, and unique. How am I doing so far?

What if I were to tell you that your company name is possibly the single biggest hindrance to your business's success online.

Unfortunately, for many companies it is.

Choosing a name for your business online is much different than choosing a name for a brick and mortar business.

You see, in the real world, a business with a catchy, easy to remember name will get traffic simply from people driving by on the street or walking by in a shopping center even if they have never heard of you before.

Unfortunately, this is not how things work online. Online, there is no drive-by traffic, no people walking in to your business because they were next door shopping.

Online, you must be found among a pool of tens of thousands of other businesses.

Online, people don't casually browse with friends to pass the time.

Online, people search... and unless your name is Microsoft, Wal-Mart, or another extremely well known and well branded name, people are not going to search for your company name.

Studies show that approximately 80% of Internet users find what they are looking for by way of search engines (i.e., Yahoo, AltaVista, Excite, etc.), and I guarantee you, they are not going to be searching for your wonderful catchy name, they will be searching for the topic they want.

Let me give you an example. Let's say you own a gourmet coffee business called "The Brewmaster" that you decide to take online. Of course you love your name and create your online identity around your offline name. You reserve the domain name "www.brewmaster.com," keep your company name, and title your site "The Brewmaster."

You've submitted your site to Yahoo as well as all the other directories and search engines. Ahhh... life is good. Orders should start rolling in any minute now...

Guess what? Unless you have a HUGE marketing budget for banner ads, etc., you've just doomed your business.

Let's look at why.

First, let's look at the...

*Site Title*

Whether you're dealing with a directory or a search engine, the site title is the single most important aspect of your listing. For search engines, the text found within the title tags of the page is given more weight than any other single factor on that page (i.e., keyword density, keyword frequency, heading tags, etc.). In a directory, your entire listing is comprised of two things, your title, and your description.

In both cases, if the keywords related to your business are not found in your title, your chances of coming up in a search are virtually non-existent. If your site is about "gourmet coffee" then those words, or at the very least, "coffee," should be somewhere within your title.

*The Company Name*

Just as your site title should have your most important keywords within them, so should your company name.

Why, you ask?! The answer... directories.

In directories, when a visitor uses the search function (which is what the vast majority use) you will only be found if the search term the visitor uses is found either in your site title or your description. Unfortunately, virtually all directories require your site title to be your actual company name. Remember that directories are powered by humans, not software. A human reviews the site, and assigns the title and description that he/she decides is correct. Yes, they all let you suggest a site title, but ultimately, regardless of what you submit, your title almost always ends up as your company name.

Looking again at the above example, this would mean that your title in almost all of the directories would be "The Brewmaster." This means the only place you would have left to put your keywords would be the description, and this again is up to the editor. This means that any site that has the search term "coffee" or "gourmet coffee" in both the title and description would come up far ahead of your site in the search results, costing you traffic and sales that could have been yours.

*The URL*

Here is another very much overlooked tool. Whenever possible, your URL should contain your most important keywords. Many engines and directories will give your site a boost if your keywords are found within your URL. Also, when you submit your site to the directories, if your URL, your company name, and your site title all match, that will virtually guarantee that you will get the title you requested.

Let's tie the three previous areas together with an example of what you could have named your site instead of "The Brewmaster."

Here's one possible alternative: "Gourmet Coffee Brewmaster."

The above alternative would give you a company name that includes your most important keywords and the perfect title for your page.

You could then reserve the domain -- http://www.gourmet-coffee-brewmaster.com -- giving you a perfect trifecta. The same company name, page title, and URL -- practically insuring that you get the directory listing you want.

Of course, this is only one possibility, but I think this should illustrate the point.

To Summarize

  • Unless you have a huge advertising budget or are an extremely well branded business, DO NOT name your online business something like the above example.

  • Use a business name that contains your most important keywords.

  • Use this business name as your site title.

  • Use a URL that contains your most important keywords and whenever possible, is the same as, or as close as possible to, your keyword-laden business name.

Follow these rules and you should have no trouble developing a very steady flow of large amounts of traffic from the directories, and you will be well on your way in the search engine arena as well.

About The Author

John Buchanan is the author of the book "The Insider's Guide to Dominating The Search Engines," and publisher of a FREE monthly newsletter "The Search Engine Bulletin." Visit us at http://www.se-secrets.com for more information or to sign up for the newsletter.

Domain Name Secrets Revealed

If internet is about interactivity between websites, domain name is the door for that interactivity.... Read More

Protect Your Domain Name or Risk Losing It

Your domain name is an important part of your brand and identity. Losing it could... Read More

Domain Names More Choices than You Think

When you are choosing a domain name you will probably be looking for a .com... Read More

Public Domain - Internet Gold Mine

With the advent of the internet and the ease of which information can readily be... Read More

Get Your Own Domain Name Or Die Online

Would you buy from someone with an "@yahoo.com" e-mail address? I wouldn't. And the clients... Read More

.info Freedom Frenzy

Whether you're someone that registers domain names on a regular basis, or you're a person... Read More

The truth about hyphenated domain names

There is a lot of confusion about the use of hyphens being used in domain... Read More

How Do I Get My Domain Name Appraised?

What's your domain name worth?Perhaps it is better to ask how much a potential buyer... Read More

How to avoid copyright infringment in your domain name

One of the most important aspects of choosing a domain name is that it should... Read More

Public Domain Works Are Closer Than They Appear

Searching for public domain works can be a tedious job and take several hours just... Read More

How to Profit with Domain Name Speculation

Domain Name speculation has become big business. According to recent study, the average domain name... Read More

Domain Name Trademarks

As your Internet business grows, the value of your domain name increases. The issue of... Read More

Detagged Domains

What is a DETAGGED domain name? We get asked this question regularly.Only UK domain names... Read More

Good Domain Names Make Your Dreams Memorable

"What was the name of that website? It was good. It has something to do... Read More

Is Your Domain Name On Someones Wanted List?

A good domain name is, and will always be, essential for any online business. If... Read More

A Winning Domain Name

The domain name is one of the most important decisions you will make when trying... Read More

Virtual Airport

Aero Registrar Secura GmbH proposes to the IT departments of airports to sell aero-domains to... Read More

Making Money from Parked Domains

Let me tell you a true story. A friend of my who likes to collect... Read More

Secrets of Expired Domain Name Traffic

One of the biggest challenges to a webmaster is how to generate traffic. More traffic... Read More

Got a Small Business? Choose the Right Domain Name

Choosing a domain name can be daunting. Research the subject (after all, you're the type... Read More

Cheap and Easy Domain Name Registration

Just like any business, your identity is very important. On the World Wide Web, your... Read More

How to Register an Expiring Domain

Understanding the process and options involved with registering an expiring domain can be a confusing... Read More

How to Win Expired Domains

Every day thousands of expired domain names come back onto the market. This is due... Read More

5 Tips For the Perfect Domain Name

What is a domain name? A domain name is the location of your website on... Read More

Eu-Domains For Everybody

Cologne,10 July 2004. ICANN accredited registar Secura announces today, that the company is accepting applications... Read More

What is Domain Name Backordering?

Domain names are the hottest net-real-estate on the internet. It's no wonder services like: "Domain... Read More

What is a Domain Name and Why Would I Want One?

In this article we will cover the basics of what a domain name is, how... Read More

Domain Names and Longevity

It begins as an idea -- a company name, a business venture, a personal project.... Read More

Sub Domains - An Inexpensive Solution to Grow Traffic

Read this brief article that reflects what we learned about subdomains and their important role... Read More

All-time Record of Domain Registrations

The number of registered domains has reached an all-time high of more than 60 million... Read More

Making Money with Expired Domains

There are billions of websites and thousands more popping up each day and they all... Read More

Domain Parking Explained

Domain names are being snapped up all the time so if you have thought of... Read More

Internet Domain Registration ? Top 10 Most Frequently Asked Questions on Domain Name Registration

Here are the top ten most frequently asked questions regarding on Internet domain name registration:Q1.... Read More

How to Choose the Right Domain Name for Your Company

As the editor of DomainNameWire.com, I'm frequently e-mailed by people asking for domain name advice.... Read More

Warning: Your Domain Name Could Infringe On Trademark Rights!

If you have or are about to purchase a domain name, YOU could be in... Read More

1-800-Get-Rich Can Toll Free 800 Number Domains Pay Off?

The toll free number 1-800-Get-Rich belongs to the Resorts Casino Hotel in Atlantic City. Perfect... Read More

Why to Register md-Domains?

What is .md?.md is the web address that identifies you, your company or your organization... Read More

ICANN Registrar: za-Domains for Anybody

Cologne, 12.10. 2004. ICANN accredited registrar Secura announces today,that the company is accepting the registration... Read More

ICANN or I CANNot that is the Question

Well, it seems we should all be very busy registering new domain name extensions as... Read More

Domain Squatting Explained

The one thing that annoys me most about the topic of domain names is when... Read More

What?s In A Domain Name?

Choosing a domain name is a very important first step for anyone starting a business... Read More

How to Sell your Website

There are hundreds and thousands of websites on the internet today being bought and sold... Read More

How to Profit from Expired Domain Name Registration

After the dot com crash, expired domain names and expired domain name traffic have been... Read More

ICANN Registrar: Great promotion by is-domains!

ICANN accredited registar Secura is announcing today, that the company offers is-domains to persons and... Read More

Whats in a Domain Name?

You've decided to start up your own website. You've weighed all of your options, and... Read More

How To Make Great Money Part Time Buying And Selling Domain Names - Part One

This truly is the business to get into in 2005. It's a red hot opportunity... Read More

Think All the Good Domain Names are Taken?

Have you heard of the other tlds (top leve domains) such as: .free, .church, .video,... Read More

Signing up for a Domain Name? Consider Private Registration

A plethora of websites exists to register a domain name. Google 'register domain names' and... Read More

Domain Name Forwarding and Search Engines

You own a single site, but several domains - perhaps you wanted to make sure... Read More

Before You Register a Domain Name for Your New Online Business...

Recently I made a mistake that may cost a great deal of traffic to my... Read More