When you visit a Web site, the name in the “address” window of your browser is the site’s domain name (also called its URL). The name is a convention that allows you to type in words, instead of a long line of numbers known as the site’s IP address.When you visit a Web site, the name in the “address” window of your browser is the site’s domain name (also called its URL). The name is a convention that allows you to type in words, instead of a long line of numbers known as the site’s IP address. After all, it’s much easier to remember “usedchevrolets4u.com” than something that looks like 192.158.16.44 (unless you’re a math genius with a photographic memory).

For instance, the URL for our site Ez Rankings is easy to remember: it’s www.EzRankings.com. And if you decide to use keywords in your site’s URL, it could just give you an advantage with some search engines (Google, Inktomi, and Yahoo already use it to some degree).

So, you will want to give careful consideration to choosing a domain name that:

1. Is highly relevant to your site topic (you wouldn’t click on www.flowersforMom.com to look for credit cards, for instance).

2. Uses a key search phrase if possible. If your site sells widgets, then www.cheapwidgets.com will bring more visitors, and have higher rankings for relevancy.

3. Is easy to remember. You don’t want a long, complicated, or easy to misspell name if possible. If you are advertising widgets, than www.cheapwidgets.com is a LOT easier to remember (and type, for those of us who aren’t speed typists!) than www.daveswidgetstoreintulsaok.com.

Often, starting with your business name is a good source for a domain name, especially if it’s relevant to your product. But make sure it isn’t already taken. The World Wide Web is filled with billions of pages today (and domain names), so yours may already be in use (or simply not available). If it is available, grab it quickly (as in right this minute), because domain names that are here today are often gone tomorrow as yet another business goes online, and uses your great idea.

If your domain name is higher in the alphabet, all the better, as this may get you better rankings on search engines that list sites alphabetically.

What if the ‘Perfect’ Name is Taken?

You may find that the optimal, best, wonderful domain name is already taken. After muttering a few choice words, you still have options. You can try:

1. Coming up with a name with just a slight variation. Is cheapwidgets.com already taken? Consider cheap-widgets.com, or a different extension, such as cheapwidgets.net (but be aware that some browsers will default to .com extensions if they can’t find yours right away, sending traffic to a competitor.)

2. Choose a new name that uses a new target phrase. Why not bestwidgets.com, or valuewidgets.com?

3. Try contacting the owner. He or she may be willing to sell the domain name to you for a price if you absolutely must have the name, and no other one will do. A site optimization specialist can also help you with choosing the best domain name for your site, and will discuss different methods of using this to improve your site rankings.

Jim Lisi is the President of EzRankings.com, Inc. for the last three years and has been involved in Internet business since 1996. From 1996 – 1999 Jim worked in the Web hosting services industry at Concentric Network, which was bought out by XO Communications. In 1999, Jim was offered the position of Director of Sales at TopTenRanking, Inc., a top Web promotion company in Los Angeles.

Want to learn more about search engine optimization, and how it can help your site? Visit them at www.EzRankings.com or call Jim toll-free at 866-397-2651 or by emailing jlisi@Ezrankings.com.