What is a domain name and how to choose a good one

A domain name is the readable address of your website, such as example.com. Behind it hides a number, the IP address, that computers use to find the server. People remember names, not numbers, so the domain is what customers type, say aloud and put on business cards. It is one of the cheapest and longest-lived assets a company owns.

How a domain is built

Take shop.example.se. Reading from the right:

• .se: the top-level domain (TLD). It can be a country (.se, .es, .de) or general (.com, .org, .ai).
• example: the name you choose and register.
• shop: a subdomain. You can create many without extra cost, for example blog or admin.

Domain, hosting, website and URL: the difference

• Domain: the address.
• Hosting: the place where the files live.
• Website: the pages and content.
• URL: the full address of one page, such as https://example.com/blog/article.

How to choose a good name

• Short and easy to say. If you must spell it on the phone, it is too hard. Aim for under 15 characters.
• Easy to type. Avoid hyphens, digits and tricky letters. Check how it looks in capital letters, too.
• Related to your brand. The company name is almost always the best choice. Do not stuff keywords into the name.
• The right ending. Use .com for an international business, or the country domain (.se, .es) to show local focus and build local trust. You can register both and redirect one to the other.
• Safe from conflicts. Check that no trademark or well-known company has a similar name.
• Future-proof. Do not tie it to one product or city if you plan to grow.

Does the domain affect search results?

A keyword in the domain is no longer a ranking shortcut. Search engines care about quality content, speed and trust. What matters is a name that people remember and trust. One important exception: the history of a domain. Before buying a used domain, check what it was used for. A domain that was used for spam can carry penalties.

Technical requirements

• Letters, digits and hyphens only; up to 63 characters per part.
• Names with accented or non-Latin letters work, but can cause problems in emails and links, so use plain letters if possible.
• Use the same version everywhere, with or without www, and redirect the other one.

How to register a domain

1. Check availability at a domain registrar.
2. Choose a reliable registrar with clear prices and good support. Compare the renewal price, not only the first year.
3. Register in your company's name with a contact email you control. Many problems start when a domain is registered in a freelancer's name.
4. Turn on automatic renewal and two-factor login on the account.
5. Register for several years if the business is stable, and write down the renewal date.
6. Point the domain to your hosting and email service through DNS settings.

A domain costs a few euros per year and the loss of it can cost your whole online business. Protect it like any valuable asset.