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Obtaining a Domain Name for Your Infertility Web Site
One of the first steps when thinking about building a website is to think about
obtaining a Domain Name for your website. This can be a major decision, because
that domain name will probably stay with your business for long time. You want
it to adequately reflect your business.
This page contains information on the following topics:
- Branding Your Business Name -
first criteria for selecting a domain name
- Branding Your Services or
Products - second criteria for selecting a domain name
- Ideal Types of Domain Names
- Potentially Problematic
Will Infertility Keywords Inside Your Domain Name Help Your Search Engine
- Additional Issues and Strategies
- Registering a Domain Name
- Brand Extension and Protection
- Online Tools for Domain Names
One major criteria to select a particular domain name is to brand your
business name. With this strategy, you would get a domain name that matches your business
name, as closely as possible. For example (assuming the following words were in
your business name):
It's best if the domain name closely matches your actual organization name. Following are some potential problems and solutions with this strategy:
1) Your organization name may be too long to easily translate into a
This problem is especially prevalent with infertility clinics - e.g.
"Fertility and Reproductive Center of New Jersey".
Possible Solution - You might try to use an acronym for your business name (e.g.,
"Fertility Center of San Antonio" becomes "fcsa.com").
2) The acronym for your domain name is not available.
Unfortunately, most three and four letter domain names are no longer
available for .com Domain Names.
Possible Solution - You might want to use a domain name that starts with your
acronym, then ends with a relevant phrase. So, for example, using "fcsa:"
You can use capital letters in your Domain Name for your online site,
business cards, and stationary. When someone enters your web address, the domain
name part of it, won't matter whether it's all lower case or partial upper case
and partial lower case.
IHR has assisted numerous infertility organizations with their selection of a
Domain Name. If you want to discuss this, feel free to
Using this strategy, you would not try to necessarily brand your business
name, but rather you would brand something unique about your business. You would
brand your competitive advantage. Some examples:
1) Brand yourself as the national expert
Using this strategy, you would
put the product/service into your domain name and add words such as "expert" - e.g. www.tubal-reversal-expert.com
2) Brand your website as the main website about this topic
example of this for IVF is www.ivf.com.
3) Brand your business as the lower cost leader
An example, might be affordable-ivf.com.
IHR offers the following general suggestions for selecting a domain name:
- shorter domain names are better than longer names
- less words is better than more words inside a domain name
- write down the domain name and see if it's easy to recognize
- .com is better than .net or .org
- .net or .org is probably better than some of the newer extensions, e.g.
Be careful when using word substitutions inside your domain name. For
- a "4" instead of "for" can be confusing when people try to remember what
- an abbreviation such as "ins" for "institute" can be hard to remember and
may be difficult to visually understand
IHR doesn't recommend using the following in your domain name:
- "LLC" - who care's what your legal entity is? It's also hard to remember.
- "my_____" - add a my_____" into your domain name (e.g.,
myivf.com) implies that you offer
personalized Internet services (e.g. patient charts or protocols). Unless
you plan on offering those types of services, IHR doesn't recommend this
type of domain name
IHR has had numerous clients who want to put "ivf" or "infertility" or
"fertility" inside their domain names, so that their websites might
rank higher in search engines. Here are our comments about this
- Many Search Engine Optimization (SEO) experts say that having a keyword in
your domain name doesn't help your website rank higher in search engines for that
keyword. However, search engines don't publish their algorhythms, so we can't
be certain about this.
- On 12/9/05, a Google search on the keyword "infertility" showed the
- In the top 10 listings, only three listings had the keyword
"infertility" inside their domain names.
- IHR.com (our domain name) was number one, yet the keyword "infertility"
is not inside that domain name.
- Just because a domain name ranks high in search engines and contains the
keyword doesn't mean that's why it ranks high. Most likely it's ranking
high for other reasons.
- IHR tends to not use this as the main criteria for selecting a domain
name. We tend to use branding either your organization name or your
service/product name as the main criteria. If it works, into the name,
however, it's certainly a nice bonus.
- If the Domain Name you want is owned by someone else, but they are not
using it, you could try to purchase
it from the owner. However, in IHR's experience, the cost to keep the Domain
Name is so low for the owner that they typically do not want to sell it,
unless you pay lots of money.
- Some IHR clients want to point lots of domain names to their website. In
general, IHR doesn't recommend this because it can potentially lead to search
engine viewing your website as doing "domain name spamming" which search
engines don't like. If you want to try this strategy, please talk with IHR
- If the .com version of the domain name you want is not available, you might
try to get the .net or .org version (e.g., "fcsa.net"
or "fcsa.org"). However, there are a couple of potential problems
with this strategy:
- Internet users don't expect to see this and may wonder
why you're Web name doesn't end with a .com. Your domain name will look
a little different. IHR does not consider this to be a major problem.
- There may some Domain Name branding confusion.
This issue is more important. For
example, assume that three different organizations have these three
Domain Names: fcsa.com, fcsa.net, fcsa.org and you own fcsa.net. When one user tells
another about your domain name, they may tell their friend to go to
fcsa.com (the wrong domain name).
If you have mostly an Internet-based business and most of the traffic you
get is from click-thrus (rather than e.g. word of mouth referrals or radio
ads), then getting a .net or .org domain name will probably be OK, since
people would tend to find your site by simply clicking thru from other
There are many registrars that can be used to register Domain Name. However, it is very important that you have online access to easily make the following types of
changes to your Domain Name registration:
- Administrative, Billing, or Technical Contact
- Authoritative Name Servers
- IP address of the server that hosts your Web site or email
IHR has had very good experience with using register.com.
After you register your domain name, make sure that you keep your associated
email address current, especially so that you can receive the registrar's email
notifications when it's time to renew your email.
You might want to consider getting additional domain names to extend and
protect your main domain name. Here's an example of this for barnesandnoble.com:
- DomainSurfer and nameboy - Allow you to
perform searches on Domain Names. These searches can give you some ideas for
a Domain Name. For example your query can be to see all the Domain Names
that contain the word "infertility."
- WhoIs Query - allows you to enter
a domain name and see who owns the Domain Name and also see who is the
registrar for that Domain Name.
- DeletedDomains.com - allows
you to search by keyword for domain names which have expired or on hold.
- SnapNames - allows you to
back-order domain names which have expired but are not yet released to the
- URLbuyers.com - You may need to
register to use their services. Contains helpful searches to assist
you with developing a Domain Name.
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