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What's in a Name?
What's a domain name and why should I care?
A domain name is basically your Web site's address on the Internet. Typically,
it's a word or phrase followed by a .com, .net or .org (example: mysite.com).
These names correspond to long, hard-to-remember numeric addresses that
identify each web or mail server connected to the Internet (EXAMPLE: http://www.yahoo.com's
IP is 204.71.200.33)
It's not only your address, but also your brand. A good domain name is
memorable yet practical. After all, a customer's visit to your site depends on
them being able to type it in. A few things to keep in mind:
 | Shorter is better - It's a lesson learned offline by established brands
like Fed Ex (Federal Express), KFC (Kentucky Fried Chicken) and IHOP
(International House of Pancakes). Online, an established bookseller quickly
realized it was easier -- and likelier -- that customers would type in
bn.com instead of BarnesAndNoble.com.
| If you have to spell it, don't use it - Again, you want people to remember
your domain, but not at the risk of them misspelling and missing it
altogether.
| Ixnay on the Eb-Way - At last count, over 6 million sites have
"web" somewhere in the name. So, please, don't use it unless you
really, REALLY have to. Otherwise, you might be dated in a few years when
everything goes wireless. (Just how valuable would your AT&T stock be if
they were still called American Telephone & Telegraph?)
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How do I get a domain name and how much
does it cost?
Until recently, only one company -- InterNIC -- was sanctioned by the U.S.
Government to issue domain names. Today, there are dozens of registration
services.
But why wade through them all? PBow Enterprises will submit your domain name at
nominal cost. We have an alliance relationship with Network Solutions, Inc. (NSI),
the world's leading registrar for web addresses. Just give us your preferred
domain when signing up for one of our web hosting plans. (Domains are subject to
availability.)
NSI will confirm the registration of your domain name by e-mail, and then NSI
will invoice you for the registration fee, ($35 per year, up to ten years). You
must pay the domain name registration fee directly to NSI within 30 days of
receipt of the invoice; otherwise your domain name will be deactivated and made
available to the public.
Do I have to use .com?
No, but experts recommend you use .com if you're on the Internet for business or
e-commerce. Sure, .com is everywhere, but that means it's easy for customers to
remember, right?
Still, sites hosted in the United States can also be registered with a .net or
.org.
If you're determined to have an uncommon URL, you may obtain domains from other
countries. (Restrictions may apply with PBow Enterprises free domain submission
offer.)
Examples of international extensions:
.to (Tonga)
.cx (Christmas Islands)
.md (Moldova)
.co.uk (United Kingdom)
How do I promote my site?
If You Build it, Will They Come?
More than half a billion sites are now on the web. So how do you get
noticed?
Even with all the money spent these days on dot-com advertising, the most
effective -- and least expensive -- method of site promotion is Search Engine
Positioning. (In plain English, that means listing your site with a search
engine.) Surveys show this to be the number one promotional method used by
business-to-business sites -- consistently ranking above e-mail, print
collateral and trade shows.
Registering with the major engines is free. However, having your listing
actually show up -- among the thousands of new sites popping up each day -- is
not an exact science. Many sites use software "spiders" to seek out
new pages, while an editorial staff at Yahoo® personally screens each
submission. And even if you do get listed, what good is it if you're buried
among a hundred other sites?
Submission Tips
There are a number of submission services and applications available. However,
manually submitting your own site is generally the most effective way to get
positioning. Here are some tips for submitting to the major search engines:
Alta Vista®
Usually adds a page within a few days.
| Submit URL: http://www.altavista.com/cgi-bin/query?pg=addurl
| To see which pages are indexed, conduct a search using the phrase:
url:yoursite.com (make sure to omit the http://) |
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Excite
Generally has a two-week turnaround from submission to listing. If it doesn't
turn up in that time, submit again.
| Submit URL: http://www.excite.com/info/add_url
| Excite help: http://www.excite.com/info
| To see which pages are indexed, conduct a search using the phrase:
yoursite.com (make sure to omit the http://) |
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HotBot
Utilizes a database shared by Yahoo, MSN™ and a number of other search
engines. This means it's currently the best way to get included in the others.
Again, be persistent.
| Submit URL: http://www.hotbot.com/addurl.asp
| Hotbot help: http://www.hotbot.com/help
| To see which pages are indexed, conduct a search using the phrase:
domain:yoursite.com (make sure to omit the http://) |
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Infoseek™ / Go.com
May take a few weeks to show up. You can submit here in two ways: 1) fill out
their add URL form; or 2) e-mail them a list of all the URLs on your site.
Never submit the same URL more than once per day or you may never get listed.
| Submit URL: http://www.go.com/AddUrl?pg=SubmitUrl.html
| To see which pages are indexed, conduct a search using the phrase:
yoursite.com (make sure to omit the http://) |
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Lycos®
May take awhile as they consolidate multiple databases.
| Submit URL: http://www.lycos.com/addasite.html
| Lycos help: http://www.lycos.com/help/
| To see which pages are indexed, conduct a search using the phrase:
domain:yoursite.com (make sure to omit the http://) |
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Webcrawler™
Its parent, Excite, is the primary search service for AOL, so it's probably
worth your time to get listed.
| Submit URL: http://www.webcrawler.com/info/add_url/
| Webcrawler help: http://www.webcrawler.com/info
| To see which pages are indexed, conduct a search using the phrase:
yoursite.com (make sure to omit the http://) |
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Yahoo
The most selective of all the major search engines. Every site submitted is
personally accepted/rejected by their editorial staff. Carefully read their
submission instructions and DO NOT DEVIATE FROM THEM.
Promoting your site other than
by hand to each search engine:
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Use our site submission services. |
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Use free submission sites such as:
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How about old-fashioned public relations?
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Just think, a single mention in an
article or news story could bring thousands of visitors overnight. Your
options include hiring a PR firm (expensive), a press release service (more
affordable) or (cheaper still) writing a press release yourself. Remember, the
key is to give your target media something about your company that's actually
newsworthy. Launching a web site is no big deal anymore, but contests or new
products can be. |
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E-mail newsletters -- or e-zines -- can also produce results. These allow you
to place your URL in front of a targeted audience. |
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Effective methods of offline marketing and promotion
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If you've got the budget, you can spring for radio, magazine or even TV ads.
But chances are your site will benefit more from a well-executed direct mail
campaign. This can include postcards, brochures or catalogs sent to past and
current customers.
Each piece doesn't have to be big, just professional. If you can't afford a
slick, four-color piece, try a well-written letter. The bottom line is that
you direct your efforts at those who've already expressed interest in what you
have to say and sell. |
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