I often see entrepreneurs searching for domains that enable them to stuff their URLs with keywords. Thanks to William Shakespeare, most people don’t think a name is worth much as long as their businesses do what they’re supposed to.
But think about it: The titles of books, movies, and bands are all representative of the things attached to them. Names mean something, and they shouldn’t be slapped on as mere afterthoughts.
For a decade, our business was called Domainsatcost.ca. It followed all the “best practices” we commonly see — it was rich in keywords, search-friendly, short, straightforward, descriptive, and geographically situated. Yet it lacked something very important: an identity. R...