Domain portfolios matter. If you’re not convinced, consider this example: In 2017, Fly.com was sold to a travel company for $2.89 million.
Why are domain portfolios so important? To name a few reasons, they increase ROI, generate interest, and produce revenues.
A meaningful domain portfolio is important for every company, but not every company knows how to create and manage these portfolios. Here are a few useful tips:
Managing a Quality Domain Portfolio
A strong domain portfolio begins with effective strategy. Consider your business type and the kinds of clients you want to attract. Here are the factors an effective portfolio includes and considers:
1. Register domains that are like yours.
This means you want to register domains that could be used to represent you. Pay attention to registering common misspellings of your brand as well as plural and singular forms of your company name and your slogans. Buy early — you don’t want to have to pay $2.89 million!
2. Think internationally when registering domains.
If you have an international presence, make sure to register domains that demonstrate your global commitment. For instance, this could mean registering your brand name in multiple countries, as well as your product type in companies where you have offices or intend to build a presence.
3. Register TLDs.
More than 43 percent of domain name registrations are top level domains (TLDs), mostly in Asia and Europe. Recently, countries have removed restrictions to TLD registrations, making them easier than ever to register. When registering TLDS, also consider local contact and local presence services to prevent negative practices.
4. Consider where you want users to be directed.
If you register multiple domain names, you need to consider to which website you want each domain name to route. Perhaps you want some domain names to take users to your corporate site, while you’d prefer others direct them to your e-commerce portal.
5. Monitor similar domain name registrations.
Cybersquatting or typosquatting is when a nefarious body registers a similar brand name to yours to exploit or undermine your image. If this occurs, you may be protected under the Uniform Domain Name Dispute Resolution Policy (UDRP), which helps police such practices.
However, an even more effective strategy is protecting domains that could be used to misrepresent you from the get-go. Specifically, register these domains for the longest-allowed time frame, and lock the domain to prevent hijacking.
Partnering With BrandShelter
While these steps can be helpful in managing your domain portfolio, they can be overwhelming. Luckily, you don’t have to protect your domain portfolio alone.
A partnership with BrandShelter ensures your brand’s reputation is never tarnished. From domain acquisition and registration to 24/7 domain security, BrandShelter makes sure your domain portfolio remains in the clear, even when you’re not monitoring it.
