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Part 2 of 4. Your IP address is like a physical street address, while your domain name is like the name on your business’s nameplate. You might own the entire building at a given address, or you may share it with others. Regardless of which is the case, the information associated with your address is sufficient for customers to find and transact business with you.

Either way, it’s easy for the mail to get where it’s going and visitors never realize that several businesses are hosted on the server. We mention this because many businesses think they need a “dedicated server” when they would be better off on a shared server. Using the office building example, most businesses save money by renting offices rather than the entire building.

Each website consists of many distinct webpages, each written in a language called HTML. Written to be accessed via web browsers and displayed on computer screens, webpages use hypertext links to connect to other pages or content.

Regardless of your business’s type or age, your first step into online marketing should be to design your website. Many businesses place themselves at a disadvantage by selecting a domain name first, but this can be a huge mistake. Search engines use not only your page content but its domain name as well, and sites with their main keywords in the domain name tend to get priority rankings. For instance, our business of ?SEO? and ?web design? features the domain name ?AceSEOWebDesign.com.? This is a particularly useful feature of search engines, as they are smart enough to tell that a site called ?cars.com? isn’t likely to specialize in selling boats.

Furthermore, specialization is better than generalization. For example, say you own a flower shop called “Harriet’s Flower Shop”. “Flower shop” is a competitive search term because there are many flower shops. However, if you really love a specific flower, say orchids, then focusing your site on orchids would be better. Then, after you have established yourself as an expert to your customers about orchids, you can sell other types of flowers to them.

While some focus is great, take care not to be overly focused. For instance, while focusing on orchids makes sense, specializing on pink orchids is much too specific. Try to find the optimal line between a good specialization that will boost awareness and a tight focus that will exclude you from the market.

If having relevant keywords in your domain name is so critical, then how have companies like Ebay, Google, Twitter and Facebook become successes in their respective fields? Quite simply,each of these brands have become entrenched in our modern vocabulary. Google is more than just a company name. It is often used as a verb when discussing searching something online. Twitter, Facebook and other social networking sites have cultivated their brands over many years to become synonymous with their respective markets. While Ebay has a great deal of credibility in its area, it began life as auction.com, changing its domain name when it became a success.

Also, you should know that you can purchase multiple domains and point them to one Website. For example, a client of ours, Matt Moss, is an insurance agent in Jacksonville, Florida. He came to us and said he wanted to have us build a site named “MossInsurance.com”. Well, we told him there are three problems with this domain name:

– Having his last name in the domain made it more difficult to sell later should he choose to do so. In most instances, having ?moss? in the domain name would be seen as a negative. Be sure to check out Parts 1, 3 and 4.

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