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mclark

In the field of domain name trading Matt is a true gent and true professional. If you are considering buying one of his brandable domains, or using his services to try and catch an expiring domain I could not recommend him more.

In December 2016 proteinshakes.co.uk had expired and was due to drop. Based on his reputation, I reached out to Matt at the eleventh hour (quite literally) and asked him if he could track and try and catch the domain.

This a premium domain and as such it will have been highly sought after. Matt caught the domain on my behalf, and being true to his word, he sold it me for the pre-negotiated price.

He could easily have kept it, ramped up the price or even sold for far to a third party. The entire transaction was settled seamlessly in less than 24hrs.

When it comes to trying to catch another expired domain in the future I will absolutely not hesitate to contact him again. You’re welcome to email me at mike@proteinshakes.co.uk if you have any hesitations.

Thanks Matt and good luck in your continued success.

Mike Clark Owner, Supplement Marketing

As the internet has become ever more crowded, brandable domain names have become the number one choice for start-ups.

Why? Because with over 326 million domains now registered, there’s a good chance the domain you want, has already been taken.

When looking to acquire domain names, non-keyword brandables are usually the cheapest to purchase.

Types of Brandable Domain Names

First, you could brand your company around a premium domain name. And, expect to pay £1,000-£5,000 for a .co.uk. Of course, there are exceptions like Caps.co.uk that sold for £15,000.

If your start-up website doesn’t have that kind of cash, you could go for a lower priced domain that is likely to be available.

In the example above, Capshop.co.uk is taken, but Capshopuk.co.uk isn’t. But, there’s probably a good reason for that. It’s not the type of domain name I’d want to invest thousands of pounds into, or use as a company name.

Which leads us to brandable domain names. And, there are three types.

  • Keyword Brandables
  • Loose-tie Keyword Brandables
  • Non-Keyword Brandables

Keyword Brandables

Keyword brandable domain names are most suited to a company that has a large budget to spend on their domain name, wants to dominate a niche, and get high click-through-rates via search engines.

The problem of course, is that these category-killing premium domains can cost big money.

But, what are keyword brandable domain names?

I’m sure you’ve heard of Hotels.com. There’s no confusion about what users are going to find when they land on this website. A simple and easy price comparison engine for hotels on a worldwide basis.

They’ve branded their whole company around a relevant keyword. And, it helps set them apart from their competition.

So, what did they pay for the privilege of such a great domain? Over $36m.

Loose-Tie Keyword Brandables

A loose-tie keyword brandable domain name is one that usually has a few potential uses. It’s not 100% clear what the domain might be used for, but there’s a handful of possibilities.

The best example in the domain industry is the sale of Fetch.co.uk that sold for £17,500.

Without even visiting the website, a few commercial ideas come to mind. Being the big industry that it is, a haulage company would be the most obvious one.

However, it would be a short and snappy name (no pun intended) for a pet store, especially if it focused on dog toys and accessories.

Although Fetch.co.uk achieved a high sale price, typically, loose-tie brandables in the .co.uk domain space will be in the £1,500-£6,000 range.

In the example of Hotels.com, they could have also gone with a loose-tie brandable. A perfect example of this would be a big competitor in their niche; Booking.com.

Non-keyword Brandables

For start-ups on a budget, non-keyword brandables are an excellent choice. Many non-keyword brandable .co.uk domains can be found for less than £1,000. And, they still have that short and catchy feel to them; making it easy for your customers to remember.

Unfortunately, the days of thinking of a great brandable domain name and simply registering it, are gone.

You may have read about the one of the biggest successes of a “free-to-register” domain name in history, and how it came about. Yup, the story how the name Google came to be.

Although thinking of brandable domain ideas might not yield any “free-to-register” results, it does offer a perfect example of how a company can use a brandable domain name, even if it means nothing (or very little).

It shows that given the right marketing strategy, a brandable domain can be the basis for a great business.

Choosing a Brandable Domain Name For Your Business

Most people don’t realise the difficulty of choosing a domain name. Often, it’s going to be the name of the business they are starting; and a bad choice will haunt the buyer for years.

In worst case scenarios, companies end up rebranding which can be incredibly costly.

There’s a few things to consider when choosing a brandable domain name.

Is it Relevant?

In the case of keyword and loose-tie keyword brandable domain names; make sure they are relevant. Fetch.co.uk is a perfect example of how a domain name can make a business sound “cool” in the haulage and pet space.

Good names are usually easy to spot, mainly due to the price tag attached to them. But, just because a one word .co.uk domain has a huge price tag, doesn’t mean it’s going to be a good fit for your business.

Here is an example of a domain that doesn’t work.

Wait.co.uk offer writing services to website owners.

We’ve built and developed dozens of domains, so we know the value of great content writers, and are a potential prospect.

One thing we like (alongside great writing), is a reasonable delivery time.

So, the phrase “Wait”, is an automatic put off. Ironically, they don’t specify a delivery time for works completed on their homepage (but it is hidden in their FAQ).

And, this is a perfect example of a domain that’s not relevant. It doesn’t relate to their services, and the name doesn’t relate to the quality of service customers are going to want.

Is it Unique?

When choosing a brandable domain name, you need to assess competition in the search results.

Let’s assume you want to sell drones.

And, you’ve chosen a hypothetical domain that includes a non-keyword and a related keyword to get the cheapest domain possible; WiggleDrones.co.uk.

After a purchase, it’s likely a consumer will refer to “Wiggle” as you’re brand name. So, this is what they are going to search to find your company again. Unfortunately, there’s a big company with this branding.

wiggle

This is definitely what you don’t want. A big brand name that’s been operating for years, using the same branding.

It’s likely their website, FaceBook and Twitter accounts will outrank your website in Google for years to come. And, that’s really bad news. This is potentially free traffic that your company is going to be missing out on.

So, make sure you run searches on Google to see if there could be some confusion when searching your brand name. Also, check Twitter handles are free, as well as FaceBook pages.

Is it Memorable?

This is truly important. It doesn’t matter how “cool” you think a domain is. If people don’t remember it, it’s useless.

The key here is to keep the domain as short as possible. 2 words is usually the maximum length a domain should be, and this is usually only because most 1 word domains are extremely expensive.

Is it User Friendly?

Now, here’s the big one. User friendliness of a brandable domain name; something that a lot of companies get wrong.

The first thing you’ll want to ensure is that there is no difficulty or confusion when it comes to spelling.

There’s an easy test for this. Type it quickly. Get a handful of people to do the same. If anyone pauses, other people will too. Junk that domain name idea straight away.

A notable example of this would be to ask someone to write “Red5.co.uk” (a store which sells drones).

What are you going to get?

Some people will write Red5.co.uk.

Some people will write Redfive.co.uk.

And, the later represents lost customers due to lack of user friendliness.

But, there’s a bigger problem. If a user mistypes the domain, and lands on a site that doesn’t exist, there’s a chance they’ll try again. Unfortunately, many domainers have made a habit of cybersquatting. So, they’ll buy up the alternative domain, and refer visitors to adverts; not good!

Is it The Correct ccTLD?

Most internet users have plenty of experience. People searching for products and services in Australia expect to see .com.au domains, and US searchers expect to see a .com.

UK searchers are used to .co.uk or .uk domains, and this is a good thing. Even premium .co.uk domains names are usually around 74% less than premium .coms. That could work out to thousands of pounds saved.

For UK businesses, there’s not really any need to pick up any other suffixes (although the .com to match your .co.uk brandable domain name could be useful).

For instance, you’ll see a lot of companies buying up .net, org and even .biz extensions. The reason behind this is many companies believe that these domains might get some type in traffic. The reality is beyond .co.uk and .com domains, type-in traffic rarely occurs.

Stick to the standard domain suffixes.

Our Brandable Domain Names

I have hundreds of names, so if there are any you are after specifically, please email me on – Matt@PremiumDomainNames.co.uk with the niche and your budget, and I will be able to successfully source your next domain investment.

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