After sending the bulletin, we received several questions I'd like to address:

"I went to Network Solutions and they didn't allow 67 character domains. What gives?"

Network Solutions is currently updating their system to handle the new format. However, since the US government broke up Network Solution's monopoly on domain names, many companies are now authorized to license domains on the Web such as the popular service Cory Rudl recommended, Registrars. An extra side benefit of this service beyond the support for the long domains is that they're less expensive than Network Solutions at $30 per year per domain rather than $35. (You must still purchase 2 years at a time). The URL to order these domains is accessible via Cory's Internet Marketing Center site.

"Are 67 character domains fully supported on the Web and by browsers?"

The longer domains are accessible across the Web as demonstrated by this 52 character URL:

http://www.wow-this-domain-name-is-really-long-and-it-works.com/

I have heard in the last week or so that there are a couple of caveats. Netscape browsers currently have trouble with domains longer than 59 characters although IE has no problems with them. Therefore, I'd recommend you keep your domain selections to 59 characters or less to ensure maximum compatibility. The only other caveat is that some hosting services are just recently hearing about the new, longer domains. As I understand it, hosting the longer format is fairly straightforward for hosts, but it helps when your host is already familiar with the new standard.

As for the search engines, they appear to accept the longer domains without problems when submitted. If I hear otherwise, I'll let you know. However, since this is now the new standard on the Web, I can't see where any search engine would allow an incompatibility in the new format to continue very long.

"Are you endorsing cyber-squatting?"

The article I forwarded from Cory Rudl implied that people could purchase new domains to resell later for a profit. The article also suggested you may want to move quickly to buy domains to protect yourself from what's called cyber-squatters. Cyber-squatters are people who buy domain names in the hope to resell them later at a profit.

Despite some concerns, this practice is not illegal or immoral IF done within legal and ethical boundaries. It's much like buying real estate as an investment with the thought that it will appreciate in the future. That is simply how free market economics work.

In the case of domain names, you want to avoid buying names that are trademarked by another party. Doing so may invite a lawsuit in extreme cases if you refused to turn over a domain. Trademark lawsuits are relatively rare since they are so expensive. That's why many companies have simply chosen to purchase domains they wanted that were being "squatted" on rather than taking legal action. There are also gray areas where multiple parties trademark a name, each in a separate industry which US law allows. In this case, which party really has legal rights to the domain? Congress is trying to pass legislation to clarify issues like this.

It's important to realize that reselling generic domains like business.com that sold recently for $7.5 million dollars is perfectly legal and acceptable. There may be many domains a little longer than 23 characters that people may want to buy. That can spell opportunity for those who are business savvy.

"Are long domains really preferable to shorter domains?"

For your primary Web site domain, something short, memorable, and easy to spell is generally preferred. However, something too short such as using acronyms or abbreviations is often difficult to remember and convey. You want to find a happy medium, particularly if you plan to advertise the domain name on TV, radio, or in print ads. You may also want to buy close variations and misspellings of your chosen name to catch those who don't type it in their browsers properly.

As for the search engines, they have long been known to favor domains that include the keyword being searched. Therefore, you can include a wider array of keywords in the new longer format, more easily improving your rankings.

I've been asked whether repeating the keyword in a domain, like business-business.com will help or hurt you. Frankly, I don't know yet. There's a reasonable chance that it may help in the short run. I expect that the search engines will eventually pick up on that technique and ignore repetitions in the domain. However, if you're struggling for an advantage over your competition, repeating keywords in the domain might give you a short-term edge. Let me know what you find to be the case.

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