The domain name jungle is increasingly dense: hundreds of millions of domain names are registered (130 million domain names just for .com). We can be almost certain that any common name or well-known brand is already registered as a domain name (or to be more rigorous has already been reserved with a registrar).
Among these domain names, we distinguish premium domain names very popular in relevant sectors and by speculators of the secondary market. But what is the exact definition? And who decides?
What is a Premium Domain Name?
We agree to define a premium domain name from a normal domain name by 3 characteristics.
It must be short, easily remembered and above all, mean something.
The first 2 criteria are very complementary and allow to have a great advantage on the search engines very often used as “search bar”: they privilege by default the names of short domains (even if the Net surfer enters a longer expression containing the word / name of the site).
1. A premium domain name must be short
This is nothing new: the shorter a domain name, the better! Thus domain names such as 360.fr, abc.fr or even wi.com are very expensive and are in great demand. By their small size they alone have two of the main characteristics of a premium domain, they are short and memorable!
2. A premium domain name must be meaningful
It must evoke something for the Internet user a bit like a flag or a banner. In general, we say that an NDD is significant when it takes up a common word or expression, significant of the field of activity in question.
Although the domain name is less important in SEO than a few years ago, a keyword used as a domain name is still a plus in terms of SEO, especially when the site will have content in agreement .
3. A premium domain name must be memorable
Points 1 and 2 mean that the Premium domain name is normally also rememberable. A memorable domain name makes it possible to a certain extent to overcome the need for search engines because people will then search the site DIRECTLY.
Plus, in the word-of-mouth virality that everyone wants, a memorable name is really a plus.
Finally, a memorable name is very useful when going from paper to the Internet. When you print flyers or brochures, a memorable domain name will make it easier to bounce on the Internet.
A premium domain name attracts Internet users
A Premium domain name as we defined it above attracts many Internet users who, seeing this name, think that it is the “oracle” or the undisputed leader of the sector. This is a bit like what happened with hotels.com for Expedia or makeup.com for L'Oréal.
Premium NDDs sometimes cost more
In some cases, and with the new extensions, Premium domain names are charged more on initial registration.
So, for example, the value of romance.online is 100 times that of romance.bet on initial registration. The Registers thus set higher prices for certain Premium domain names with strong commercial potential for its acquirer. This makes it possible in particular to remove domainers whose sole purpose is to resell them at a high price on the secondary market. This gives the domain a much better chance of actually being used.
Each Registry defines the policy it wishes at this level both in terms of the number of domains concerned in their extension (s), and in terms of pricing. For example, some Registrents offer the same price for all the domains they consider premium, while others offer very different prices. Sometimes, too, the price of renewal is standard and only the price of the initial acquisition is higher.
The .com Registry, for example, offers very large prices that can range from several thousand euros as for toutsurlecine.com, coursdechinois.com or even thefrenchbaguette.com, or more accessible prices as for vindivin.com or toutsurlecine. com. Other extensions even offer some Premium domains for less than $ 100.
By extension, registrars often also call “premium” domains from the secondary market : the market for already registered domain names. The registrar then acts as a mediator: they make the domain name in question available to you or can negotiate for you.
At some registrars, Premium NDDs are associated with a complete pack
Some registrars offer Premium domain names with other services, in a complete package. Thus, the customer has in addition to the NDD, an email space, a web space, unlimited subdomains, DNS management as well as a telephone and message assistance service. This therefore allows him to use his domain name directly on the web.
In conclusion, a Premium domain name is a short, memorable domain name which has a common meaning in the domain where you open on the internet. Such a domain name is obviously interesting but it can cost more than a traditional domain name. It is therefore a question of having a real strategy in order to make it profitable and take advantage of its full potential.