Why you should consider an aged domain for your digital brand

Why you should consider an aged domain for your digital brand

What is domain branding?

With a digital brand, you are basically, giving your customers an easy, sure-fire way of recognizing you. By placing your brand name in the URL of your domain, you will leave no doubt in their mind that the email, social media share or link has come from you. There will be no other brand name visible!

How to Choose a Domain Name

Domain names have a massive impact all over the web in terms of click-through rate, from search to social media results, to referring links, to type-in traffic, brandability, and offline advertising.

There’s a huge wealth of places that your domain name impacts your brand and your online marketing, and we can’t ignore this.

1. Make it intuitive

A good domain name gives people a strong idea of what a website will be about. Being able to look at a domain name and say, “Oh, they probably do this. This is probably what that company is up to” is a big win.

PizzaPerfect.com, for example, is pretty obvious, intuitively about pasta, and anyone could figure that out.

2. Make it brandable

Brandable, meaning that when you hear or see the domain name, it sounds like a brand. Which means that hyphens and numbers are a real problem because they don’t sound like a brand. They sound generic, or strange.

For instance, if we wanted to create a pizza website that has pizza recipes and sells some pizza related e-commerce products on it,

  • Pizza-Shop.com would be hard to brand, say, or remember because it’s too generic.
  • Pizza-Aficionado.com sounds brandable, is unique, but quite challenging to pronounce and type.
  • PizzaLabs.com would be amazing because it has a scientific connotation to it, is very brandable, unique, memorable, and stands out.

3. Make it pronounceable

It’s important for a domain name to be pronounceable because of “processing fluency”. A cognitive bias that human beings have where we remember (and have more positive associations with) things that we can easily say and think about. That includes pronounceability in our own minds.

This is going to vary on the language and region that you’re targeting.

If you can’t easily say the name, you’re going to lose processing fluency, memorability, and the benefits of brandability that you’ve created.

4. Bias towards .com

Cognitive fluency dictates that we should go with something easy, that people have an association with, and .com is still the primary TLD. If you want to build up a very brandable domain that can do well, you want a .com. Probably, eventually, if you are very successful, you’re going to have to try and go capture it anyway, and so I would bias you to get it if you can.

If it’s unavailable, my suggestion would be to go with the .net, .co, or a known ccTLD. Those are your best bets. A known ccTLD might be something like .ca in Canada or .it in Italy.

5. Make it short

Length matters because of the processing fluency that we talk about above.

The fewer characters a domain name has, the easier it is to type, say, share, and the less it gets shortened on social media sharing platforms and search results.

Shorter is better.

6. Avoid trademark infringement

You have to be careful because it’s not whether you think your domain name could be confused. It’s whether you think a judge in a jurisdiction, where a company might take legal action against you, would consider your domain name confusable.

This can also create brand confusion, which is hard for your brandability.

You should talk to an attorney or a legal professional if you have real concerns.

Trademark owners can attempt to sue a domain name owner, who’s owning the domain legitimately and using it for business purposes, and that sucks.

What aged domains are?

Aged domains are domain names that have previously been used on past websites before they were discontinued. Domain names expire all the time. This may be for a number of reasons…

  • The original owner of the now aged domain may have forgotten to renew it
  • The owner no longer needs the domain
  • The domain was for a business that has since gone bust

This last example is important, and you must always rule this reason out before buying a domain (after all, you don’t want to deal with an avalanche of disgruntled creditors mistakenly seeking financial recourse for their losses!).

Those who buy aged domains will almost always pay more than the original owner, as they’re typically retained by the domain registrar the domain was purchased from (or, in other instances, domain resellers will pick up the domain upon expiration). 

Benefits of buying aged domains

Aged domains can make directory listings fast and simple

If you read about SEO, you’ll know that being listed on niched online directories is important. Most of these directories are expensive or inaccessible nowadays.

With some aged domains, there’s an existing directory portfolio, with the past owner has registered the domain with the old business name years ago. In a case like this, the new domain owner will simply be able to contact the directories to update their details. 

Aged domains are trusted by search engines

When business owners look for aged domains for sale, what they’re often really seeking is ready-made Google trust. Old domains that have been previously active in terms of promotion will always have a better Alexa rank, Google Page rank and social networking shares than a brand-new domain, all of which can kickstart your marketing campaign.

Aged domains can provide a flow of traffic

Aged domains often have many referring websites that are already linked in – which can be a valuable source of traffic if you’re careful to purchase a domain-relevant for your industry.

Word of caution: Some domains will have been involved in spammy backlink building techniques and other Blackhat SEO tactics. To ensure that you don’t make a poor investment in an aged domain with dodgy backlinks, you should use a backlink checker to explore the backlink profile of the domain.

We recommend SemRush, Ahrefs, or SEO Spyglass from Seo Power Suite [review here].  

Buying aged domains  – The issue of length

Many business owners and entrepreneurs face a search through aged domains for one reason – they simply can’t find a 4 – 5 letter domain, as they are all already registered.

While it’s certainly true that there are more aged domains than unregistered ones that come in at under 6 letters, purchasing an aged domain isn’t always your only option for a concise domain.

Buying an aged domain can help you target sub-niches

So far, we’ve discussed the benefits of buying aged domains for a new business, however, there is at least one situation where an aged domain can be useful to a long-running company – and that’s where they want to target sub-niches.

For example, if a restaurant wanted to run more effective marketing campaigns, they may decide to target pizza lovers, in which case a pizza-related domain would be useful (especially if it was an aged domain with existing page rank, trust and an established backlink portfolio).

How to spot brandable aged domains

Now that you found out how a brandable domain should be like I suggest to check aged domains before registering a new domain.

There are several places where you can find aged domains: Marketing Forums, Domain MarketPlaces, and private brokers.

I suggest you to use an expired domain finder tool to go through the listings and select the best one for you.

Using a tool like this you will see all the listings from multiple market places in one place along with social media stats, SEO stats, domain age, asking price or auction start price, traffic details. Basically, you have everything you need to select the best available domain for your brand.


Daniel is the founder of MediaDigi digital agency and digital marketing manager at Monetize.info. For over 14 years he has helped hundreds of customers to establish a presence online and win the digital race.

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