Christopher Hofman Laursen is the Director of European Domain Centre. EDC provides domain registrations in +200 countries and local presence agreements in more than 40 countries.
www.europeandomaincentre.com
Corporate domain names have gone from being the "company URL" to an integral part of companies´ online brand.
Recent studies have shown that more than 60% of the company value today is know-how and intellectual property etc., so your domain portfolio could have a significant value.
If you are one of the many companies which have registered domains "as it comes", perhaps it is time for you to streamline your domain portfolio.
Here are 5 great tips to sort out your domain portfolio:
1. Obtain an overview of domains registered by your company, any of your branches and by your business partners /distributors. Your distributor can be the owner of your brand related domains. They shouldn´t!
2. Update your WHOIS data. Ensure the same WHOIS data for all domains. Employees do not stay in the company forever, so make sure that the contact email is an email like mail@company.com instead of bobjohnson@...
3. Reduce registrars to 1-3 registrars, as long as they can provide all top level domains. Historically registrants can have 5-15 registrars. Managing less contacts will make the renewal reminder procedure easier. Forgetting to renew a domain with a certain registrar can be fatal. Domains can be lost, and when you discover the error, then it can be too late.
4. Find the gaps in your domain portfolio. Go through the list of domains registered. If you have the .de for Germany then do you have .fr for France? Ensure the most common .com (like the top 10 terms for .com brand abuse).
5. Define the traits of your Industry and identify your unique business factors. Does your business depend on one brand and your market is worldwide, then register your domain in all countries possible. Are you only doing business in Switzerland then ensure .ch and the generic domains (com,net, org...). Are you in a business sector where brand abuse is finding place (pharmaceutics, banking, telecoms) then ensure variations of your brand domain (typo ,search terms).
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