By Mark Jackson

A company that’s redesigning its Web site recently called me to discuss the possibility of my firm assisting them with their SEO efforts. First, I congratulated them on being one of the few companies to consider SEO prior to re-launching their site (that’s the way it’s done, people!). Then we talked about their domain name.

This company was planning to move their site to a new domain because the old domain (and by “old,” I mean 10 years old) no longer represented the company. As many of us do, they typed in about 100 different domain names into GoDaddy’s search and eventually found an available domain name that was more in line with their core business.

One problem: their domain name choice was absolutely horrible. It had five keywords crammed together. It was confusing, hard to recall, and terrible for branding, SEO purposes, and any other measurement that you wanted to put to it.

But, the domain name only cost $9.99 per year. What a deal, right?

With a little searching, I discovered an unused domain name that was an exact match to their “most important keyword phrase,” was originally registered in the 1990s (good domain age), and had an overall clear history. However, it would cost $20,000.

Their reply probably won’t surprise you: “We can’t afford $20,000 for a domain name!”

“Are you sure?” I asked.

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