Changing your web site address or domain name
Fri 16 Apr 2010
I frequently get asked by people about migrating their web site to a different address or domain. People are concerned about the impact that it will have on marketing efforts or more importantly on search engine placement.
I can happily report that a carefully structured approach allows a number of choices when shifting to a better address to minimise any downsides.
I will discuss it more, but first let's answer the question about why you would change your address. We often feel wedded to our domain address as though it IS our business name. This is not the case, as you are able to retain full control of the old address and redirect to the new location. Reasons for moving may include:
A poor choice in the first place
Change of business focus or location
A domain that is closer to the business name
Using a domain name that includes locality
Grabbing a domain that is �way cool�
Let's talk about a couple of these.
When the Internet kicked off there was a lot of quick decisions made about web site address purchases and the frenzy continues today. Some businesses purchased a �.net.au� to get the name they wanted, while others considered it a good idea to get a domain with a hyphen in it. Both these decisions aren't real good. �.net.au� were reserved for Internet companies and now confuse people that expect .com.au or .com. A hyphen is located variously on keyboards and hard for the average person to find and that makes it another internet name no-no.
I am personally a big fan of domain addresses that spell out your business and locality. It makes plenty of sense to move to such an address. My clients at PacificSunriseWhitsunday.com are just one example of this. Their number one web site address specifically names product and locality, instantly identifying them and their �home�. The search engines love this too and we frequently see this in search statistics. Anyone that watch search result patterns will frequently see locality specified along side the �thing�. More often people will search for �restaurants airlie beach� then just �restaurants�.... and a domain to more closely match this makes a lot of sense for getting more hits.
The other one is �way cool� domains. A number of years, I spied the availability of deja.vu, not a spare seat at Airlie's favourite restaurant, but the Vanuatu NIC's right to end domains in �.vu�. The registered address of �www.deja.vu� had been taken by someone in the USA years ago, but the registration had now expired... a couple of emails later and I had picked up one of the shortest / punchiest domains available, which operates in stasis as a �global� version of ChannelWhitsundays.com ready to run.
There is plenty of other tricks and things to know about domain purchase and migrating a site to a new address, so I welcome your questions via my Internet consulting businesses, eCentral. Contact me on 0407 15 13 11 to find out more on this and every digital marketing question you might have.
John Nayler is eCentral Internet Consultants. Along with various hi-tech contractors, eCentral offers all manner of digital technologies in favour of your online and business success. Channelwhitsundays.com and deja.vu are outlets for digital marketing owned by eCentral.