Basics

Domain

The web address of a site (e.g. example.com). Domains consist of name and top-level domain and are the basis for branding and reachability.

The domain is your company’s digital address. It is often the first thing potential customers see and affects both brand perception and findability in search. A good domain is short, memorable and trustworthy. In the DNS system it ensures users reach your site when they type the address.

What is Domain?

A domain is a human-readable name that represents an IP address on the internet. Instead of remembering 93.184.216.34, users type example.com. Domains have a second-level part (the chosen name, e.g. company) and a top-level domain (TLD, e.g. .de, .com, .solutions). Subdomains (e.g. www, shop, api) are optional. The Domain Name System (DNS) translates names to IP addresses. Domains are registered via registrars (e.g. DENIC for .de, ICANN-accredited for .com) and must be renewed (often yearly).

How does Domain work?

When a user enters example.com: 1) The browser asks a DNS resolver (often the ISP). 2) The resolver asks root servers for the TLD. 3) TLD servers point to the domain’s authoritative servers. 4) Authoritative servers return the IP. 5) The browser connects. DNS records include A (IPv4), AAAA (IPv6), CNAME (alias), MX (mail), TXT (verification, SPF, DKIM). Changes can take up to 48 hours to propagate (TTL and caching).

Practical Examples

Brand domain: apple.com – short, memorable and aligned with the brand.

Industry domain: realestate.example.de – keyword in the name for clarity.

New TLD: company.solutions – TLD that signals the industry.

Subdomains: shop.example.com, docs.example.com, api.example.com for different services.

Typical Use Cases

Corporate website: Main domain as primary web presence and base for email

SEO: Domain choice affects search and click-through in results

Email: info@company.com looks more professional than company@gmail.com

Branding: A strong domain supports recognition and trust

Multi-domain: Different domains for markets, products or campaigns

Advantages and Disadvantages

Advantages

Brand: A memorable domain supports recognition and trust
SEO: Established domains with good history can rank better
Professional email: Own domain enables professional addresses
Independence: Own domain instead of platform subdomains (e.g. company.wordpress.com)

Disadvantages

Availability: Good .com and .de domains are often taken
Cost: Premium domains can cost thousands; renewal fees apply
Hijacking: Unprotected domains can be taken over by attackers
TLD confusion: Users are used to .de and .com; new TLDs can seem less trustworthy

Frequently Asked Questions about Domain

How do I choose a good domain?

Short and memorable: ideally under ~15 characters, easy to spell and say. Prefer the brand name (company.de). Use hyphens sparingly (at most one). .de for the German market, .com for international. Keywords can help SEO but matter less than before. Before registering: check trademarks, social handles and existing backlinks.

What does a domain cost?

Standard (.de, .com): about €5–15/year. New TLDs (.solutions, .tech, .io): €15–50/year. Premium (short, generic): €100–100,000+ one-off. Registration is via registrars (e.g. IONOS, Hetzner, Namecheap, Cloudflare). Hosting is separate – from a few euros per month.

How do I protect my domain?

Enable domain lock (transfer lock) at the registrar. Use DNSSEC to sign DNS records. Use two-factor authentication on the registrar account. Consider WHOIS privacy to hide contact details. Turn on auto-renewal so the domain does not expire by mistake.

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