Good Domain NamesFirst, realize that a "good" domain name that sticks in the mind requires more than simply using a fictitious vanity name. However, it is imperative to note at this point that registered names have the ability to stick in the mind more effectively. Jack Trout once wrote that "The mind hates confusion, complexity, and change." Therefore, simplicity is of colossal importance since long or obscure URLs can be easily forgotten.
For example, rather than having a name with too many words, such as http://www.domain.com/subdomain/yourname/~subfolder or http://names-with-too-many-hyphens.com, you should get a very simple http://www.yourname.com. In fact, more and more companies and commercials are dropping the "www" from their URLs. Most Internet addresses can simply use "yourname.com," which is an even better alternative. In essence, the simpler it is, the better.
The importance of having your own domain name goes without explanation. It is the same as branding your business or product. But there are 3 reasons why you need a good, simple, and memorable domain name. First, there is the mnemonic factor. Instead of going through the inconvenience of numerous search engine results to get exactly what they want, most people will attempt to go to your site directly by guessing your domain name and typing a plausible URL in their browsers.
Mnemonics are words (or a combination of words) that are easy to remember. A repeatedly visited Web site is one whose URL, for example, includes the use of mnemonics. If it sticks in the mind, even if the URL is bookmarked, the site can be easily retrieved and will be visited often. "Yahoo!" http://yahoo.com, "HotBot" http://hotbot.com, Time Magazine's "Time" http://time.com and our own "DotFactor" http://dotfactor.com are perfect examples of mnemonics at work.
The second element is the credibility factor. People often associate long URLs with free Web sites or sites of lesser quality. People have a natural tendency to make what I call UPAs (or Unconscious Paralleled Assumptions). In other words, if people notice that your site is hosted by a free or cheap provider, they will unconsciously assume that a parallel exists (i.e., that your product or service is just as cheap). Your domain name is like the headline of an article, and people will likely judge and visit your site according to its domain name.
Always remember that perceived truth is more powerful than truth itself. And a vanity domain name tends to heighten the perception of the Web site's value. As such, the UPA visitors will make with a domain name will often be one in which they conclude that the quality of the Web site will be as good as the name implies.
Finally, the third reason is the the actual positioning process. If your domain name reflects your site's core benefit and instantly communicates how different you are from others, your URL will be positioned above the competition in the minds of your market. Since this element is the most important, let's deal with it a little further.
IMPORTANT NOTES
