Corporate Domain Name Management (CDM) is generally seen as a must for business to manage and protect their critical domain name assets.

The very basic service of CDM is to automatically renew domain names, hence ensuring that they do not expire.  It is a safeguard against the perils of major domain names expiring that results in an organisations entire online operation going offline.

Some brands insist on managing their own domain name renewals internally and use budget domain name registrars to administer their domain names. The issues with DYI domain name renewal is that it takes significant focus and resource to do it well and even with the best internal processes in place it only takes one missed email, an unpaid invoice or distraction and your domain name could expire causing an operational blackout.

In a blog we wrote last month, Four basic yet dramatic domain name mistakes we highlighted a cautionary tale about the importance of having basic domain name renewal processes in place.  In April 2013 Regions Bank, America’s 22nd largest bank failed to renew their core domain name, that took their entire online operation down.  Some services were down for an entire week.

Saving a few dollars through DYI domain management

Often, the reason IT managers decide not to pursue CDM as a service and opt to DYI is because of the higher costs associated with a managed service.  Granted, domain name prices are higher than budget registrars and often include a monthly management fee, but what brands ultimately pay for with CDMN is the assurance that their domain names will not expire.

The risks and consequences of accidentally expiring a domain name via DYI and using budget domain name Registrars is not worth saving a few dollars.

Use Budget Domain Name Registrars at your own risk

Most budget domain name registrars make you tick their T&Cs whenever registering a domain name.  Their T&Cs generally provides them with complete indemnity from Negligence or misconduct by them.  It means that if they accidentally fail to renew your domain name, or system failure results in a domain name expiring you cannot hold them liable for any losses or expenses you incur.

Some budget domain name Registrars limit their liability to the charges paid by you in respect of the services which are the subject of a claim.  Therefore, if you paid $20 for a domain name and a budget domain name Registrar fails to renew it, the total amount you can claim is $20, despite the major losses you could incur.

Sound unfair, it absolutely is.

Most CDM companies provide a standard Master Services Agreement and service schedule that include more friendly Indemnity and Liability terms.

While they do not provide unlimited liability, they do set reasonable caps that enable you to recover costs in respect of losses, claims, damages and expenses (including reasonable legal costs and expenses), suffered because of their negligence that causes a domain name to expire.

DYI domain name management exposes your business to unnecessary risk.  CDM allows IT resources to focus on more pressing priorities with the peace of mind that their domain name will not expire.

So, don’t be that brand who tries to save a few dollars through DYI domain management and accidentally expires their domain name.  Utilizing a CDM service and paying an extra $20 a year for your .coms could save you much, much more in the long run.

3 Tips for Choosing the Best Domain Name

When starting a blog, choosing a domain name can be stressful because you don’t want to make a mistake.
To make the process easier, we have a simple 14 step framework that you can use to pick the best domain for your website.

  1. Stick with .com
  2. Use keywords in your domain name search
  3. Keep your domain name short
  4. Make it easy to pronounce and spell
  5. Keep it unique and brandable
  6. Avoid hyphens in domain name
  7. Avoid doubled letters
  8. Leave room to expand
  9. Research your domain name
  10. Use domain generators for clever ideas
  11. Act quickly before someone else takes it
  12. Best place to register a domain name
  13. Get free domain with web hosting
  14. Most popular domain registrars

Let’s take a look at these tips one by one with more details.

1. Stick with .com

There are plenty of new domain name extensions available today, from the original .com, .net and .org to niche extensions
like .pizza, .photography, and even .blog.
We always recommend choosing a .com domain name.
While it can be tempting to come up with clever blog names using new extensions, .com is still the most established and credible domain name extension.

Newer domain extensions like .ninja or .photography can be untrustworthy.
Dot-com domains are also the most memorable. Many users, especially those who aren’t as tech-savvy, will automatically type “.com” at the end of every domain without thinking about it.
If your website is something like, and your users accidentally type in, they will end up on an error page on website.

It’s smart to avoid that risk by sticking with .com.
Not to mention, most smartphone keyboards automatically have a .com button.

2. Use Keywords in Your Domain Name Search

Keywords play an important role in a domain. By using keywords in your domain name, you tell the search engines what your website is about. Together with quality content and good user experience, keywords in your domain can help you rank higher in Google.

It is very hard to find a good domain with your target keywords, that’s not already taken.

You will need to be creative and combine your keywords with other words to make your domain stand out.

3. Keep Your Domain Name Short

While keywords are important, don’t go overboard with domain length. It’s better to have a domain name that’s short and memorable.
We recommend keeping your domain name under 15 characters. Longer domains are harder for your users to remember.
Not to mention, users will also be more prone to entering typos with longer domain names which can lead to loss traffic.

That’s why it’s a good idea to keep your domain length short.

About brandsec

Brandsec is a corporate domain name management and brand protection company that look after many of Australia, New Zealand and Asia’s top publicly listed brands.  We provide monitoring and enforcement services, DNS, SSL Management, domain name brokerage and dispute management and brand security consultation services.

Contact us today for a free consultation.



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