YNOT – Domain names can affect the success or failure of web-based activities, especially when it comes to adult websites. Obviously the only thing that ultimately will determine whether surfers pay to join or view is the content. The more enticing, updated and advertised, the more success the site will find. However, choosing an appropriate domain name no doubt influences the way the site is located in search results, and also can have an enormous impact on the initial impression a surfer obtains.

Your site’s domain name is one of the first things you should consider, not only because it will provide a unique address on the web, but also because the URL may determine your branding strategy.

In general, a domain name can be purchased for a limited period of time (in most cases, a year at once with periodic renewals). Prices depend on the type of name you want, and there are indeed differences. Dot-com, dot-eu, dot-net and dot-org are the most popular, and each has its own pricing structure. In general, for commercial purposes the suffix dot-com is the most often used.

It’s good to be careful when choosing a domain name, because once purchased you can no longer edit it in any way. The only solution to dissatisfaction is to purchase a new domain name.

Consider the following guidelines when choosing a domain:

Immediacy: The name you choose must possess impact. You should find it easy to remember and recommend to friends. Avoid names that are long or composed of words that can be written incorrectly, and take care that all words (or abbreviations) are memorable and not subject to confusion. Think of your site as a magazine: Its name must be clear, simple and not mistaken for the competition.

Context: If the domain name is not an invented name, care must be taken to ensure the word or words used are consistent with the portal’s content. Surfers should be able to get a picture of what the site contains based on the domain name, bearing in mind the tastes and common slang of your market. In this way, the site’s name will be easier to recall and spread by word of mouth. An example of contextualization can be Facebook, a name that recalls the American school yearbooks with all the faces of fellow students, the very purpose for which the site originally was created. The adoption of a name in context of the site’s content also can contribute to the URL’s appearance in search engine results, especially if words in the domain name also appear in the site’s keywords.

Expandability: the domain name must be chosen with future development in mind. It will be the brand you promote, and future expansion is always a consideration. The choice of name should not be done from the perspective of a single portal, but with contemplation about the commercial development of the brand and its global expansion. Think of a name that easily can be inserted in logos and symbols that characterize the portal. For example, if we wanted to create a site with videos and photos, logo possibilities could incorporate a camera or filmstrip image.

Internationalization: Before choosing the name of our website, you must be clear about the target market. You must decide whether you want the site to be reached by local users only, or by users around the world. In the first case, choose a name for the specific language of the nation the site addresses. In the second case, it’s best to use English, but be aware slang has different meaning in different locations (e.g., “ball,” common American slang for testicle and the act of intercourse, but in Italy it most commonly refers to football).

If the site is to succeed, a search on keywords that are used frequently as part of your business would be a good idea.

The adult industry is very competitive, and the choice of names and domains can become very difficult. Do your best to find a short, simple and catchy name. The adult tube site YUVUTU.com is an example of a good one: In English, the unique, memorable acronym is pronounced “You View Too,” which gives users a good idea of the kind of material the website offers.

The name of your website is your business card, so make sure to do adequate research before you make a choice you can’t change.

This article was written for YNOT by Eng. Antonio Lodesani. For more information, visit ingoccupati.blogspot.com (in Italian).