Blog post: What makes a good domain name?

  • It should be brief, the shorter the better. Brief domains are easier to remember. Ideally, it should be the name of your company.

  • If you're a business, your domain should be a dot com, especially if you sell internationally. Businesses that sell nationally can use their country code, eg .co.uk or .com.au

  • The name needs to be available, which means that nobody has used it before, or it can be bought for an affordable price. Invented names like Google are desirable, though great ones are hard to discover.

  • Putting two ordinary words together is a good way of naming a business and its domain. Facebook, Microsoft and Lonely Planet know this.

  • It should pass the "radio test", which means the domain is easy to pronounce and looks like it sounds.

  • Rhyme and alliteration are good devices. Greenpeace is aware of this, as is Fitness First.

  • It's nice if the Twitter handle matches the domain, but it doesn't have to. The U.S. president has done fine with @realDonaldTrump.