What’s in a domain name? Your image, your identity, and your reputation.

Information abounds on how to choose a domain name that serves to identify your company or personal website, and that is relevant in an online search engine. Finding a domain name that is simple, relevant, and a sure bet to brand your company into the Internet history books is not as simple as it used to be. Choosing a domain name today requires more effort, more research, and a more calculated approach. Specifically, you need to approach your new domain name choice with several key ingredients in mind at the same time.

Think of your domain name as your signature. If you already have a domain name in mind, and it’s available for purchase at any of the reputable registries, can you be sure that it will serve your business goals? Take a moment, step back, and look at the bigger picture. Before you register any domain name, think about how it will represent you, your business, and your reputation.

At first, you might be inclined to go for the catchy name or phrase. Ask yourself this question: does the name encapsulate what your business is, and does it represent who you are as a businessperson? The reality is that consumers on the Internet are more perceptive than ever before. Consumers can tell the difference between a quality website and product, and one that doesn’t appear well thought out. Can your domain name compete for the higher-ranking slots in search engine results? Have you tested it? Have you asked your colleagues, friends, or family to give you honest feedback about the name you want to use?

The final test in any domain name choice is the trust factor. Does the name you want to use build trust among your target audience members, and does it portray a quality image? Consumers flock to quality. Internet traffic flows to websites built on trust and reputation. This can make the difference between the success of your online business, or its eventual demise. Choose a name that says speaks to your reputation, your quality, and your staying power. Choose a domain name that people will remember.