» How an Additional Domain Name May Give You the Competitive Edge

Pro to Pro Insights

Brian Lawrence, Sell the BrideThis post was written by Brian Lawrence, one of the industry’s foremost authorities on marketing in the wedding industry. Brian has consulted with many wedding professionals and wholesale suppliers at www.brianlawrence.com. Brian also owns Local Traffic Builder, a nationally-known web design, marketing and social media firm serving the wedding and event industry. He is the author of “The Wedding Expert’s Guide to Sales and Marketing” and “The Invitation Business Report” and has helped thousands of industry professionals with his marketing insights through personal consultation, books, seminars, blogs and articles, and speaking engagements at leading industry conferences.

When first developing a website and choosing a domain name, the vast majority of wedding professionals pick one that matches the name of their business. And, that’s pretty much the last thought on the matter.

Except, that domain should not be everything when it comes to building a fully functional, impressive, and effective online presence. You want to secure additional domains to give your business a distinct competitive advantage. 

It can be as simple as pointing the domain name to your current site like you would using a toll free number. The secondary domain will simply link to your main domain, but be available via search so you can reach a larger audience searching for those terms.

How an Additional Domain Name May Give You the Competitive EdgeHow it Works

Domains are a solid long-term investment. Their value increases over time, especially if you generate traffic with them. With the right additional domain name in place, you can strategically enhance your business success.

Moreover, it is virtually guaranteed that using these types of domains in marketing will benefit your business. Not only will your site get more frequent clicks, you’ll experience an increased response both online and/or in print.

Additional Domains = SEO Success

It’s become common knowledge that a wedding business cannot maximize the online visibility of their website without some real focus on SEO, aka Search Engine Optimization.

Additional domains, however, allow you to make the most of SEO, and incorporate into the actual name of your website. If done right, a secondary domain name will correspond with commonly searched terms. That means more people will find your business, even if they only did a keyword and/or location based search.

Additional Domains Increase Appeal

Think about if your link was featured in a blog. For example: One NYC Wedding Photographer took a picture of a dog licking the bride and groom during their first kiss as husband and wife.

If you owned the domain NYCWeddingPhotographer.com your company would fit well with this blog and your natural capacity to be featured increased. Moreover, being featured like this would be based on the descriptive wording of your secondary domain. Being featured on other websites would strengthen your website’s overall Google rank.

It’s all about strengthening the real estate your website has on other websites. When another site links to your site, that clickable hyperlink term is called “anchor text.”  It is more advantageous for that term to be descriptive rather than your company name. When it is descriptive, it increases appeal and familiarity, resulting in greater click-ability. Moreover, if the domain name matches the wording used in the link  it improves the quality of the link. People will respond, and so will search engines. This is an example of how owning domains descriptive of your company is valuable beyond just your business name (that will likely be searched less often!)

Make it Keyword Rich

There is an ideal formula breakdown for picking a secondary domain name. Mix and match these various methods to find your ideal additional domain.

  1. Find a descriptive term that matches how a potential customer might search for you on Google.
    1. One great way to do this is to use Google Keyword Planner.
  2. Consider whether or not you are looking to maximize your online presence locally, or nationally.
    1. For local visibility, the breakdown is as follows:
      1. What you do + Where you do it
        1. Example: WeddingDressLasVegas.com
        2. Where you do it + What you do
      2. Example: RocklandCountyInvitations.com
    2. For national visibility, the breakdown is as follows:
      1. Popular search term + What your business does
        1. Example: DestinationWeddingResorts.com
        2. Example: ReceptionsWedding.com
  3. Incorporate some element of branding:
    1. Take a descriptive word that also speaks to your niche, or resonates something positive.
      1. Example: ExclusiveWeddingDresses.com
      2. Example: DanceDjs.com

The Last Word

The benefits of owning the right additional domain name truly cannot be ignored. Aside from the potential for additional traffic, you also increase the chance that visitors will remember your site – increasing the prognosis for repeat traffic and referrals.

This could mean something even more important for your business’s success: if your additional domain is familiar and memorable, your company stands a better chance of people searching for your service by typing in your domain directly. If that’s the case, they could easily find you without using a search engine, and without seeing your competition.

Now for a bit of unfortunate truth: most of the better domain names are hard to reserve publicly. That means if you wanted to secure yourself a quality secondary domain, you may need to buy it from a company that has already reserved it.

Looking for some help? WeddingIndustryDomains.com focuses strictly on the Wedding Industry and might be a good place to start your research. You can also access a special pricing coupon on the purchase of domains from the wedding industry resource site SelltheBride.com