Are domain names important?
One of my clients offered me webreality.eu yesterday. He’d kindly registered it on my behalf, and was offering it for a price! Joking apart, he raised the valid question: “should I buy up every domain variation I can?”.
This argument is about like whether you have two engines or one on your boat. There’s no reason why you shouldn’t have two engines, but it’s pretty expensive, and you may not need the extra engine. That’s how it is with domain registrations. If you’re build some global mega-brand, and you’re terrified about your rights being poached, then go ahead, but the rest of us, I’m not sure it’s strictly necessary.
To the brand nazis, this will be anathema, but the reason I say this is that I don’t think the domain name is anywhere near as important as it used to be. Many browsers even type URLs into the Google search bar. Most sessions are browsed through favourites or the Google search box.
What’s more important is your Google visibility. Relevant domain names are more important then international domain registrations. So if you’re targeting certain keywords, you should build sites with the keyword in the domain, in addition to your main corporate site.
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