A premium domain is a web address that someone has already registered and is now selling, usually at a premium price. These domains are desirable because they’re easy to remember and can be turned into great brands. .com is the most common extension for premium domains.
In this article, we will take a deep dive into the characteristics of premium domains, and their benefits, and share with you some aftermarket websites where you can buy catchy and memorable domains.
I also would like to point out that every domain is unique, and value is subjective. For instance, PhotoEditor.com may be an attractive domain for businesses in the photo editing space, however, it would be nearly valueless for a plumber. The premium domain is a nuanced asset! With that in mind, let’s take a closer look at the common characteristics of premium domains.
Characteristics of a Premium Domains
.com
The .com domain extension enjoys widespread recognition and preference among leading companies worldwide.
If you look at the 100 most visited websites in the world, you will notice that most domains are .com followed by ccTLDs (country extensions). Therefore, if your business is local, it may be a good idea to use the country’s domain extensions like .de, .ch, .fr, .it, and .es. However, if you are targeting the US and global markets, .com is your safest option.
Memorable
Great brand names and domain names are easy to remember. Memorable is the most important characteristic of a premium domain.
Having a memorable domain is a tremendous marketing advantage. How often have you asked yourself “What was the name of that company?” Domains that are easy to remember can also improve the effectiveness of advertising campaigns.
Short
When it comes to choosing a domain, shorter is better!
The logic is simple, short names are easier to type, share, and remember. That’s why they make for great brands. 4 letters are the sweet spot for brands and domains.
Here are some examples of short brand names.
Easy Spelling & Pronunciation
Ever heard of the radio test? Imagine you are listening to the radio and the host pitches an ad. In the ad, he quickly mentions the name and web address of a business… If the domain is easy to spell and pronounce, you will remember the name and domain. If it isn’t, you will forget it, and fail the radio test.
When selecting a domain, spelling should be easy as well as pronunciation in English and foreign languages as well. If you or a friend speaks a foreign language, try pronouncing it to hear how it sounds.
Keywords
Keywords in domains have a double advantage. The first is they describe the business and second, they can present an SEO advantage.
In the domain space, they are commonly referred to as exact match domains. The most popular are one-word domains, but they tend to command hefty price tags. A workaround is to add a suffix or prefix to the domain to create a brand like “Pizza Hut” and register the .com.
Benefits of Investing in a Premium Domain
Now that we have summarized the features of premium domains it’s important to understand their benefits.
Better Return on Ad Spend
One of the most measurable benefits of a premium domain is its effectiveness in advertising campaigns. When put side by side, an advertising campaign with a memorable domain will outperform one with a forgettable domain.
Beyond paid advertising returns, premium domains can help improve:
- SEO campaigns
- Natural word-of-mouth
- Brand recall
Trust & Credibility
First impressions count! A domain is often the first touchpoint for a customer. A second-class domain doesn’t give the same impression as a first-class domain.
A great domain makes an enduring and favorable initial impact. It exudes business confidence, elegance, and prestige, resonating with consumers.
Higher Company Valuation
An exceptional domain, and consequently, brand, boosts the perceived value of the service, product, and company. Over time, this fosters financial value and goodwill.
For inspiration see the following rebranding examples.
Best Aftermarket Websites
Finding a great domain is not an easy task! A lot of great domains are already built into established businesses, others are registered and unused, while some are for sale. In the list below, we have compiled a selection of aftermarket websites where you can procure a premium domain.
VERYL.com
VERYL offers a curated collection of premium domains available for purchase. Each domain undergoes thorough vetting to ensure brand-ability and resonance. Explore the website to browse domains categorized by price range, industry, and category.
SEDO.com
SEDO was one of the first aftermarket websites. While it hosts a handful of exceptional domains, the majority fall into the category of questionable value. Although the user interface may seem outdated, with some persistence, one can uncover valuable domains.
Afternic.com
Afternic is Godaddy’s (the world’s most popular domain registrar) aftermarket platform. Searching on the platform, you can uncover all the domains for sale on Godaddy’s network. The inventory is not curated, but it’s the most extensive in the industry.
Conclusion
In conclusion, premium domain names can offer business owners a significant marketing advantage.
The most sought-after characteristics are being .com, short, easily spellable and pronounceable, containing keywords, and being memorable. Beyond these attributes, investing in a premium domain cultivates trust and credibility among consumers. Moreover, memorable domains improve the effectiveness of ad campaigns and brand recall. Over time, this fosters financial value and goodwill.
Investing in a premium domain is not just a transaction; it’s a strategic move toward establishing a strong online presence and brand.
