Beneficial Attributes of a Premium Domain Name

In the domain name industry, "premium domain names" is a term thrown around a lot. There are even "super premium" and "ultra premium" domain names, whatever that might mean. For the purpose of this article, we'll consider premium domains to mean scarce and highly desirable domain names that fetch five, six, seven and even eight figure price tags. They're usually English dictionary words, involve keywords for lucrative industries, or are short (one to four characters), and they're usually .com.

The following are the beneficial attributes of a premium domain name, maxed-out traits that amplify everything else a company does, and why you should invest in the best domain name you can afford for your business.

Positioning and Authority

The best domain name creates a sense of instant authority. Owning the best domain name positions a company globally, and as the best in its industry.

SEO

There are hundreds of factors that go into a website's search engine ranking. Domain keywords, age and historical links are a piece of this pie, and often come with premium domains. A premium domain name makes people more likely to link to your website. Click-through rates increase for better domain names too, since there's a higher sense of trust.

Marketing

Consider how much marketing has gone into a domain extension. Billions of dollars have been spent marketing the .com extension. After decades of people seeing .com on billboards and television, it's become the assumed extension.

A domain name doesn't just match a brand, it very much is a brand. The best domain name takes control of the mindshare of that word. When you buy your exact-match domain name, you're investing in your brand equity.

Length and memorability matter most with domain names. Both make it easier for customers to find a website from advertising or word of mouth.

Security

When a high-quality premium domain name is used, customers can feel more assured they're dealing with a legitimate website. Spoof websites are far less likely on, say, a three-letter .com. Email security improves too, with less chance of emails being lost, sent to competitors, or worse.

Cornerstone

A domain name is the cornerstone of a business. It's like a physical storefront, but more. Telling someone your domain name is like handing them a virtual business card. A business has to work much harder on marketing with a bad domain name; a business's efforts are amplified with the best one.

Lesser domain names, such as composite words, can pigeonhole a business. Owning a more generic, shorter brand name gives a company the flexibility to pivot its business without ever changing its domain name.

Capital Asset

Domain names are digital assets, and they hold value. If a company is sold, its domain name is an asset included in the sale, and its value is factored into the company's worth. If a company shuts down, the domain name remains and can still be resold.