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Choose a short domain

A short name is important for several reasons. It is easy to fit into logos, makes a better brand, is more easily recognisable and is harder to misspell.

Some companies have 50-character domain names spelling out their whole company name; that's unwise. Long domain names don't fit in forms, on billboards, or in Google Pay Per Click (PPC) ads. We recommend you keep them relatively short.

Make it memorable

You remember generic names, such as Art.com and Garden.com and unique names; Amazon.com, Google.com, and FogDog.com.

Combining words is fun and can be very successful. Try rhyming like FogDog or sing-songy like WilsonWeb. Say your prospective domain name out loud. See if it twists your tongue. It should stick in your mind.

Don't make it confusing

In desperation to find a domain name, some grasped at hyphenated names and put "the" in front of a word, as in TheStandard.com which can become confusing. You'll need to say your domain name over the phone, if you always have to say "spelled ding-hyphen-doodle.com" you'll soon wish you'd left out the hyphens.

Be careful of trademarks

Trademark laws are designed to prevent consumer confusion. If the holder of a similar domain name trademarks his combination, it could threaten your domain name, or your ability to use it as a brand. Be sure to check with the Australian Government IP Trade Marks department before registering a domain.

Make it easy to spell

The longer and more complex your domain name, the harder it is for your customers to type it in correctly, so to type in a long name may lose you business.

As domain names are not expensive, it may pay you to purchase the misspellings of a domain name, too. This way you'll get the traffic intended for your site and discourage poachers from buying up the variants.

Poachers can be driven off by lawsuits if you have trademark protection, but you don't want that hassle.

Make it relevant to your business

It's best if your domain name can be guessed from your company name. But in your search for a domain name, don't give up if you can't find the domain for your exact business name.

Find functional names, names that describe your uniqueness and that express an emotion or attitude.

Consider your target market

Aim to get the domain that has the most relevance in your market or country. Worldwide people are accustomed to .com, or .net, though in Australia, .com.au shows a local focus.

Offbeat domain names can sound wierd and possibly suspect. If you want to appeal to an international audience, .com is probably best.

It's also wise to buy up other common domain name endings, they're cheap. This helps your main domain name stay unique, and keeps it away from domain poachers.

You can get a .biz or .info, or .cc, .ws, .tv, and .to. (The latter are the country top level domains of the small nations of Cocos Islands, (Western) Samoa, Tuvalu, and Tonga, respectively).