Web Wise

What's In a (Domain) Name?

One of the most important decisions you make about your online presence is the selection of your Web site's domain name. It's how people find your business - your Internet identity. Let's review some tips in making the best choice.

1. Only use letters, numbers and hyphens in your domain name; spaces and other symbols are prohibited. Length can run from two to 63 total characters, not including the extension. Domains are not case sensitive.

2. Keep your domain name short, and avoid words that are difficult to spell. A good domain name is closely identifiable to your company's name or brand, but is not easily confused with another company or trademarked brand. Check for trademark status on the U.S. Patent and Trademark database at www.uspto.gov/main/ trademarks.htm. You can also ensure you are not infringing on someone's copyright at www.copyright.gov.

3. Still having trouble? Check out www.nameboy.com or www.domain generator.net to generate unique domain name ideas. You can also check the availability of your domain name at these sites.

4. Check the history of your domain name before purchasing. If the name was used previously for spamming, porn, violence or hate, it may have been banned by search engines. Reinstating these names with search engine providers can be very difficult. Check the history of a domain name at www.archive.org; visit www.whois.sc to check if the domain has been blacklisted.

5. Choose a reputable domain registrar to secure your name. There are plenty to choose from including GoDaddy, Network Solutions, Yahoo Business and Register.com. Pricing varies, and you should compare the services each offers before making your purchase.

Choose the Right Extension

A domain's extension is called the top-level domain (TLD), and its choice sets the tone for your presence. Here is a quick list of common TLDs:

• .com - Commercial, for commercial or for-profit organizations.

• .net - Network, used most commonly by Internet service providers, Web-hosting companies and commercial businesses.

• .org - Organization, most commonly used by non-profit organizations and individuals.

• .edu - Education, for educational sites and schools, colleges and universities.

• .info - Information, used by informational Web sites.

• .gov - Government, reserved for use by local, state and federal government agencies.

• .biz - Business, a fairly new alternative for commercial Web sites.

ASA Web Ways

Deadline for early-bird registration to ASA's Annual Convention - to be held at the Hyatt Regency Santa Clara, Santa Clara, Calif. - is March 27, 2008. Take advantage of the discounted $225 registration fee, which includes AMI-approved classes, board of directors meeting and affiliate assembly for one low price. ASA members can register securely online for the convention and Celebration of Excellence at www.ASAshop.org/annual08 Don't wait! After March 27, full registration is $495.

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