How to choose a good domain

When you’re looking for your first domain, it’s important to keep your long term goal in mind. Are you planning on launching just one site? Or are you going to build a portfolio of sites spanning different niches and territories under one umbrella brand? If you answered yes to the first question, perhaps you should think again…

The online dating market is a competitive place, with a vast number of well-established brands having already made their stamp. That’s not to say that you don’t have a shot – you can still succeed in the dating business, but to do so it’s vital to develop a portfolio of websites.

Although you’ll create multiple sites, it doesn’t mean you can’t develop one key brand to span your entire portfolio. The site niching facility is advanced; that means you can niche a site by a number of different interests and characteristics, as well as by location. This will allow you to build a portfolio of sites from the same brand, catering for different niches.

The sites within your key brand should span multiple niches across various geographic locations, thus enhancing the strength of your brand by proving you cater for every consumers’ fancy. This will also allow you the opportunity to develop a successful cross-registration strategy with brand continuity, which is really important.

Naturally, some brands that work well in the UK won’t work elsewhere – iFancy is a great brand for a British audience, for example, but ‘fancy’ means nothing in the USA. If you’re finding it difficult to come up with a brand that effectively covers all territories and niches, why not create more than one brand to ensure you’re catering for all demographics?

Basically, when choosing a domain, you need to bear in mind the wider brand – not just the domain for that one site. As an example, think about Just Dating Group; within that brand you have ‘Just Yorkshire Singles’, ‘Just Arizona Singles’, ‘Just Single Parents, ‘Just Mature Singles’, ‘Just Doctors Dating’ and the list goes on!

When buying your first domain, you should consider:

  1. Your end goal. Are you going to launch one brand or multiple brands? Buy a domain/domains that are relevant to where you want your business to grow. Failure to plan, is planning to fail!

  2. If your brand is going to be multinational, does it conquer colloquial differences?

  3. Can your domain span different niches and demographics?

If you’ve answered yes to all of the above, what are you waiting for? Get buying those domains!

Remember, if you’d like any advice at all about choosing a domain, get in touch with the partner team today on [email protected]. We’re here to help.

David Adams, Partner Manager @

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