How a domain travels is often not considered. Even many small start-ups have ambitions of “going global”, but how many would really consider this when purchasing their domain name? Not many.
Recently Logo.com sold for half a million dollars, that’s a lot of money on a domain name. However, the justification for $500,000 on logo.com was actually one of the best I’ve heard. New owners of logo.com and E-commerce developers Adam Strong and Alan Townsend said…
The word logo translates the same in English, German, French, Italian, Polish and other languages.
As the services they are going to offer will include logo design, web design, business card and letterhead design and printing services, the domain will be applicable globally and as “logo” translates into so many languages, as far as the url is concerned their search engine optimisation will be assured in all of the search engines various language portals.
This is after all the number one consideration when purchasing a domain.
Of course if you have $500,000 to spend on a domain, you may also argue that a unique domain name could be purchased and you would have funds for marketing a new memorable name. Like “moonpig” really has nothing to do with cards, but is a unique memorable name that once marketed correctly ensures web users will find it.
Many established brands with their domains already sorted, often use their .com as a portal and then sub-domains, or extended alternative domains to convey the region. This often works well, but has still backfired in some cases… powergenengland, powergenspain, powergenitalia!
If you’re about to buy a domain and there is any chance it might go global. Consider the options.
- Buy a domain that translates, at least partially into various languages. Although as the case above proves – this may come at some cost.
- Buy a domain that targets your largest audience, most probably your local audience first. Then use sub-domains.
- Think of a unique, memorable name that you can market to your audience. But be careful. Get your unique name translated into various languages first to make sure it doesn’t mean something innapropriate in a different language.
Most will pick the second option due to the costs involved with the first and last.
If this is the case then consider this last point. You could still purchase an existing domain that has some history in search engines. This will still come at a cost which varies depending on the domain (DiscountVouchers.com just sold for $160,000) but will give you an instant boost in terms of search engine optimisation that may otherwise take you a long time to build up.