Part 2: Using a Multiple Domain Name Strategy

In part 1 of this article, I shared a couple of do’s and don’ts to help you choose domain names that get results. In part 2, we’ll dig a bit deeper into the strategy of how to use multiple domain names for your business. Additionally, as promised, I will share with you part of my own domain name strategy to give you a glimpse into how I play the domain name game. So here goes…

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I’m a firm believer in using a multiple domain name strategy for a whole host of reasons but let me just share with you five of my core ones:

  1. To create an overall better experience for my target market
  2. To create a strong brand for myself and my business
  3. To protect my brand and online identity that I’ve worked so hard to create
  4. For search engine marketing and optimization purposes
  5. To gain a competitive advantage in my marketplace

With that being said, let me share with you what I feel are some possible domain names you should consider owning:

  • Your name
  • Your business’s name
  • Your major product names
  • Catch phrases, monikers, or tag lines commonly associated with you, your business, or your industry
  • Trademarked words or phrases – so long as you are the owner of the trademark
  • Major benefits your business provides
  • Major problems your business solves
  • Key words or key word phrases that your target market would use when searching for what you do

Now do you need all of these? – Probably not. However for many small businesses and independent professionals, using some combination of a few of these properly could prove very rewarding.

As for my business Online Marketing Muscle, I own and actively use several domain names. As part of my strategy, instead of having my target market try to remember and type a long cumbersome URL of a page buried deep on my web site, I like to use shorter, more memorable, keyword-rich ones – hence my core concept of creating a better experience for my target market from the get-go. Then I simply use the free domain forwarding service provided by my domain registrar to automatically forward visitors to the actual page on my business’s main web site.

Let me explain a bit further:

I use as a shortcut to the “about me” page of my business’s main web site. This is a way for me as an independent professional to strengthen my personal brand as well as make it easier for people who may know me by name but not by my business’s name to find me easier.

At a minimum, I highly recommend that all independent professionals use a similar approach. It definitely serves as a differentiator between you and someone else who does what you do. So instead of having one of those long, complicated URLs that the company you represent assigns you, use your name dot com and place that on all of your marketing materials.

One word of caution here, if your company has a compliance department, run your plans by them to ensure you’re not breaking any company policy – I wouldn’t want to get you fired over this.

I use as a shortcut to my blog hosted on my business’s main web site. The “Motivational Marketer” is a moniker I use for myself. Notice also that it gives people a fairly good idea of what type of content to expect on my blog, motivational marketing advice.

I use as a shortcut to the sales page of one of my main information products hosted on my business’s main web site. Notice also that besides being the name of my product, it also happens to contain the keyword “Networking” in it.

And I can go on and on and on here however, I hope you’re starting to get the gist of what I’m sharing.

I would also like to point out that if your core focus for your domain name strategy is search engine marketing, then you might want to consider taking things up a notch and by hosting each of your domain names as separate web sites using different web hosting services. You’ll most likely see better results with search engine placement with that approach.

So in closing, we’ve only just scratched the surface here. There’s much more to choosing a domain name than meets the eye – And having an overall domain name strategy that helps you choose which domain names you’ll buy, how you intend to use them, and why, if implemented correctly can lead to big-time results.

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