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Location, location, location: Your web address is critical to your brand


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A brief presentation to small businesses in the Gosport area of the UK, introducing the process of researching and acquiring a good web address.

NB: In the online Flash version of this presentation, some slide content is obscured due to the use of animations which don't translate automatically into Flash. The same is true of embedded URLs. Download the source file for the full effect!

Published in: Business, Technology
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Location, location, location: Your web address is critical to your brand

  1. 1. Location, location, location Your web address is critical to your brand
  2. 2. What is a web address? <ul><li>It isn’t, actually, a location: </li></ul><ul><ul><li>Not even in a virtual sense </li></ul></ul><ul><li>It is a pointer to a location: </li></ul><ul><ul><li>More like a Windows shortcut or Mac alias </li></ul></ul><ul><li>It can point at nothing! </li></ul><ul><li>But it is of course only any good when it points to a functioning web space: </li></ul><ul><ul><li>Your web host’s web server </li></ul></ul>
  3. 3. You cannot own a web address but you can lease one Registries [.com, .net, .org and others] [, and others] Registrars Internet Service Providers (ISP) Specialists like Web hosting service providers Registrants You and me!
  4. 4. Top and second level domains An indicator of your business scope yourbusiness yourbusiness .biz yourbusiness .info yourbusiness .mobi Others yourbusiness yourbusiness .edu Educational entities yourbusiness yourbusiness .org Non-commercial entities yourbusiness yourbusiness yourbusiness yourbusiness .net Network infrastructure providers yourbusiness yourbusiness yourbusiness yourbusiness yourbusiness yourbusiness .eu yourbusiness .com Commercial entities
  5. 5. What’s in a web address (URL) 37 characters: countless permutations abcdefghijklmnopqrstuvwxyz-0123456789 but they’re not all good!…
  6. 6. Home sweet home or not… Screenshots from Experts Exchange was a knowledge base where programmers could exchange advice and views at… Looking for a pen? You could have looked no further than Pen Island at…
  7. 7. Home sweet home or not… Screenshots from Australian horticulturists, David and Sarah Caldwell, hadn’t quite thought things through at… PowerGen generated all sorts of interest in Italy at…
  8. 8. Web domainstorming Try out word combinations and have other similar ones suggested, and then check for their availability (albeit with American top level domains) at… Check all the main UK domains (and the main global ones) at…
  9. 9. I’m free WHOIS says “ I’m not!”
  10. 10. Check your competition And your ‘neighbours’
  11. 11. Location, location, location Some guidelines <ul><li>Keep your web address as short as you can </li></ul><ul><li>But not at the expense of clarity </li></ul><ul><ul><li>eg: or or </li></ul></ul><ul><li>Consider misspellings </li></ul><ul><li>Research your neighbourhood </li></ul><ul><li>Consider secondary addresses </li></ul><ul><ul><li> and .com and ? </li></ul></ul><ul><li>Make sure your registrar is flexible </li></ul>
  12. 12. This presentation available at