Domain names are the website names you see in the URL section of your browser. Domain names consist of numbers known as IP Addresses. IP addresses are how two computers communicate with each other.

HOW DOMAIN NAMES WORK

When you type a domain name in your browser, the Domain Name System (DNS) connects your computer with the IP address of the domain name you entered. The computers can now communicate and exchange information. Domain names made navigating the internet simpler, as people would struggle to remember IP addresses when visiting websites.

There are many types of domain names. Consider your target market before you buy a domain name. Do you plan to target your products (or services) worldwide, or in one country? If you are targeting the whole world (or the USA), select one of the following domains:

1. Commercial (.com)

2. Network (.net)

3. Organization (.org)

These are the most trusted domain names on the Internet. Google ranks each domain name equally; however, most users trust these domain names, which makes them perform better on search engines.

If you are targeting a specific country, you must use the countries domain name extension.

To target the South African market, your domain should end in .co.za.

EXAMPLE: prorank.co.za

Here are the different types of South African domain names:

1. Co.za

2. Org.za

3. Gov.za

4. Ac.za

5. Net.za

6. Web.za

7. Law.za

8. School.za

We strongly suggest you select the .co.za as it’s the most recognized domain name in South Africa.

There are many factors to consider before purchasing a domain name. Established businesses will have to buy their domain name as the brand stands. New ventures that have not yet decided on a business name should consider the following:

Adding a keyword to your domain name helps your SEO. We don’t recommend adding only keywords; include both your brand name and the keyword together.

FOR INSTANCE:

• Macsplumbing.co.za or Stansplumbers.co.za

• The first domain name has the keyword ‘plumbing’ in it, and

• The second has the keyword ‘plumbers’ in it.

Dashes can make the domain name easier to read, especially if the same 2 letters are separated from each other. However, it’s recommended to avoid dashes as they appear spammy and are less trusted by users.

FOR INSTANCE:

• www.pro–rank–seo.co.za

• The dashes make the domain appear spammy.

• The domain name looks better as www.prorankseo.co.za

Numbers create confusion as they are harder to remember. People aren’t sure if they are meant to type in the letters (eight) or the actual number (8). The only websites that may use numbers are betting or casino sites.

FOR INSTANCE:

• www.prorank123#.co.za

• Numbers create confusion and special characters are not common.

• The domain looks better as prorank.co.za

Do not stuff keywords into domain names, especially if it’s a long-tail keyword. Domain names are meant to be short and easy to remember. Adding a 5-word keyword looks spammy to users and Google.

FOR INSTANCE:

• www.bestseocompanyinjohannesburg.co.za

• The domain is too long to remember and appears spammy.

• Rather use your brand name or brand name with one keyword together.

Do not use competitor names in your domain name, as you may face legal action. Even if you are an affiliate marketer promoting a brand’s product, you need permission to use the brand in your domain name.

FOR INSTANCE:

• www.nikeairdeals.co.za

• Nike is a registered Brand Name and cannot be included in your domain.

• Rather use athleticshoedeals.co.za

You want new and previous visitors to remember your brand name. Domain names should be 6-14 characters long. Avoid using difficult words, as your audience will struggle to remember your brand.

FOR INSTANCE:

• www.obfuscateventures.co.za

• Obfuscate means ‘unclear’, but it will be hard to remember and spell.

• Rather use www.unclearventures.co.za

Domain names are quite affordable. You can buy local domain names for R70- R100 per year (.co.za). International domain names are pricier; you buy them for R150- R300 per year (.com). Register domain names for 3 years.

WHY REGISTER LONG TERM

The number of years you register your domain name does not impact your SEO Score; however, it informs users that your domain name will be active for the next three years, which shows your business is long-term and stable. Registering a domain name for 1 year may indicate to users that this is a short-term project or even spam.

Domain names need to be short and simple. Domain names should not exceed three words; otherwise, they look spammy to users. Domain names must be easy to remember and even catchy. You want your visitors to remember your brand and return to your site.

MORE PROFESSIONAL MORE CLICKS

Professional domain names have higher click-through rates on Google. People are more likely to click on short, branded domain names than long, non-branded keyword domain names. Branded sites are more trustworthy than non-branded sites.

The age of your domain name impacts your SEO score. Google will trust older domain names (and established websites) more than newer domains.

A website that has been active for 10 years has a higher chance of ranking high on Google (for competitive keywords) than a website that is 6- 12 months old.

SANDBOX PERIOD

Experts believe new domain names are placed in a sandbox for a specific period, meaning the website will not perform well until it’s no longer in the sandbox. Many marketers use Domain Auctions to buy domain names with an established presence to bypass this factor.

The domains value is calculated by a metric known as domain authority. It’s a score on how well your website will perform on Google. It’s rated from 0- 100. The higher the Domain Authority (DA), the more likely the website is to rank for competitive keywords.

Domain names are purchased from Domain Registrars. It’s important to purchase your own domain names and not let someone else do it for you. If your web designer purchases the domain name for you, the domain will belong to the person who purchased it. The task is simple; here are clear instructions on how to buy a domain name:

1. Visit https://www.registerdomain.co.za

2. Sign up for the account

3. Verify your email address

4. Go to https://www.registerdomain.co.za/domain-registration

5. Enter the domain name

6. Click Add to Cart, then Checkout, and then Continue

7. Enter your personal info and payment details

8. Click Complete Order

Congratulations, you now own a domain name. The next step is to configure your DNS settings and point your domain name to a desired hosting company. You can either host your domain name with the Domain Registrar or host it with a renown hosting company.

If you host your domain name with your Domain Registrar, you will not need to change your DNS nameservers. We recommend this option if the Domain Registrar has excellent hosting.