Any new website venture online will include a domain name. Sometimes the domain is purchased from a domain broker - someone who specializes in reselling domain names. The majority of the time, however, it will be registered through a domain registrar. No matter how it is purchased, in all cases, the domain name (or names) for a website should be carefully considered. The basis of the marketing for the website will be the domain name chosen.
Having been a domain name appraiser for a few years now, I can tell you that the choice of names for your site is critical to marketing. When I appraise a domain for value (in both dollars and marketability), I use basic criteria for my judgement of the domain. The most important of those criteria is length and readability. If the domain is too long or too hard to read (for a human), its value is very low. If it cannot be spoken and typed correctly (most of the time), it's also of low value. A well-thought-out domain name is the first step in a successful marketing campaign.
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