Domain: Definition, structure and 5 tips for finding a name

Definition: What is a domain?

A domain is a globally unique and uniquely used name for a specific website.

It is an important component of the Uniform Resource Locator (URL for short) and indicates where the respective website (resource) can be found in the hierarchically structured Domain Name System.

Example

• URL: https://www.ithelps-digital.com/de/
• Domain: ithelps-digital.com

After an Internet user has typed a domain into the search mask of their browser, the request is first sent from the browser to the name server of the domain.

The name server then translates the domain into an IP address by retrieving the domain from its database and transmitting the corresponding IP address to the user's web browser.

Since you are reading this guide, you have already come across our domain: www.ithelps-digital.com.

Now that you know what a domain is, let's move on to the next topic of finding a name for your domain.

How does a company find a suitable domain name?

The name of your domain is your digital home address on the Internet. With the right domain name, you open the door to your website for your customers and invite them to explore it.

You should prioritise finding a domain name right at the start of your business idea. Once you have decided on an Internet address, you will rarely change it afterwards, as a name change can have many disadvantages.

I would like to support you in this step with a few tips, as a perfect domain name can definitely pay off for your company.

5 tips for finding a name

Tip 1: Keyword domain vs. brand domain

Compared to the past, keywords in domain names are rather irrelevant. Their use sometimes even evokes negative associations with website visitors and search engines.

For a company specialising in the sale of neck pillows, the domain name www.nackenkissen.de makes perfect sense. However, if it is more than just a keyword domain, such as www.nackenkissen-günstig-kaufen.de, then the name no longer offers any advantage.

In addition, users may suspect a poor-quality or dubious website based on this domain name, which can result in a lower click-through rate (CTR).

Another problem with such keyword domains is the fact that they are poorly suited for branding purposes.

The importance of branding should also be taken into account when choosing a domain name. This is because customers usually purchase a product or service on the basis of a brand.

Examples: Amazon, Red Bull, Coca-Cola, Tesla, Nike

Expert tip: Before you register your brand or fantasy name, we recommend that you carry out a detailed brand search in advance. The trade mark may already exist and be protected.

Tip 2: Choose a domain extension that suits you

We recommend that you choose your extension depending on the area of activity of your business.

• If your company operates internationally, choose .com.
• If your company is active in German-speaking countries, then the endings .de, .at or .ch are suitable.

Tip 3: Use a short and memorable name

The shorter a domain name is, the easier it is for your customers to remember. In order for your company name to be entered correctly in the Google search engine, it should be memorable.

For this reason, your domain should not contain any hyphens, numbers or other special characters.

Tip: Domains with umlauts are known to cause problems when sending email addresses and links.

If you buy the domain"www.söhne.at", for example, you should also buy"www.soehne.at". Why?

Your competitors could buy the similar domain and get in touch with customers who type the name of your domain incorrectly into their browser.

Tip 4: Think about a fantasy name

Brands like Zalando and Rolex have established themselves with a pure fantasy name. Other brand names are derived from:

Places: e.g. Amazon, BMW

Names: Adidas, Bosch, Opel, Mercedes, Mars

Terms from legends and myths: Nike, Hermes, Thalia, Olympus, PegAsus

Tip 5: Use a domain name generator

Tools such as DomainWheel can help you find a suitable name.

So, those were my 5 tips to help you choose your domain name.

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Florian Prohaska - Co-Founder

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You can find the video here:

Choosing the right domain - Never make the wrong decision again

Once you have decided on a name, you need to register the domain and acquire the rights of use.

You'll find out how and where in a moment.

Where can a company buy a domain?

Registrars and hosting providers usually take care of registering domains. After registration, you will receive a domain contract from the respective organisation in which you are listed as the owner of the domain.

Providers such as SiteGround.com or all-inkl.com allow you to purchase domains as well as hosting packages that already include domains.

Official domain registries are for example

• .de - DENIC - Germany
• .at - nic.at - Austria
• .ch - SWITCH - Switzerland
• .com - Verisign - International

Next, I'll explain the structure of a domain.

How is a domain structured?

The unique and complete address of your Internet presence is called a "Fully Qualified Domain Name" (FQDN for short).

The FQDN consists of the name of the host and the domain. Its structure is determined by the Domain Name System, or DNS for short. Its total length must not exceed 255 characters.

The FQDN www.beispiel.de consists of: [Hostname].[Domain].[TLD].[Root].

The Fully Qualified Domain Name always ends with a dot. In addition, domains are broken down by their highest level: starting with the root label.

The FQDN in my example therefore consists of four levels: the root label, the top-level domain, the second-level domain and the third-level domain.

Let's take a look at the individual levels of a domain.

Root label

The first level of the FQDN is known as the root label or null label. The root label is always empty and is not visible when users call it up on the Internet.

In addition, it is not separated from the next lower top-level domain worldwide by a dot.

Top-level domain (TLD): Country-specific and generic top-level domains

As you have already learned, the administration of top-level domains is the responsibility of the respective Network Information Centres, or NICs for short.

The Internet Assigned Numbers Authority (IANA) functions of the Public Technical Identifiers (PTI) divide TLDs into two main groups and one special case.

• country-specific TLDs such as .de, .at., .ch or .us
• generic TLDs such as .info or .com
• Special cases: Infrastructure top-level domains such as .arpa and .root

Some of the generic TLDs are operated as sponsored top-level domains by certain companies and organisations. Such sTDLs can only be registered if special requirements are met or pre-defined guidelines are followed.

As the top-level domain is listed at the end of the domain, its synonym "domain extension" is widely used by users.

Second-level domain (SLD)

The level before the top-level domain is referred to as the second-level domain (SLD) and is in principle freely selectable for you, provided it has not already been registered by other companies.

When a domain is registered, it is always assigned in the specified combination: second-level domain and top-level domain. This combination then only exists once in the entire network.

If you want to find out whether your desired name is still available, you can use a domain checker.

We recommend the domain check from SiteGround.com or all-inkl.com.

Third-level domain (subdomain)

To the left of the second-level domain, i.e. the actual domain name, you will find the third-level domain area - separated by a dot.

With a third-level domain, the sub-addresses and independent areas such as servers and services of the domain can be clearly separated from each other. Nevertheless, users can access the content of the individual offers via a common Internet address. This allows them to see that the individual offers form a whole.

I would like to illustrate a third-level domain using the domain example orf.at. In my example orf.at, you can see that the www designation has been omitted. A third-level domain can - but does not have to - be specified.

In my example, the various services are structured using third-level domains or subdomains.

Although third-level domains are often called subdomains, the term cannot be restricted to this level of a domain.

What is a subdomain?

Basically, a subdomain is located below another domain in the DNS hierarchy.

Strictly speaking, every domain below the third-level domain is therefore a subdomain:

• The second-level domain is then a subdomain of a top-level domain, so to speak.
• The third-level domain is the subordinate subdomain of the second-level domain.

Conclusion: What you have learnt about domains

In my guide today, you learnt what a domain is and how it is structured.

I've shown you where you can buy and register domains. I've also given you 5 tips to help you find the perfect name for your domain.

Now I wish you lots of fun and success with the realisation!

If you have any questions about domains or would like professional support, please contact us. Send an email to This email address is being protected from spambots. You need JavaScript enabled to view it. call us on +43 1 353 2 353 or send us your enquiry using our contact form.