As many as 55% of searches are done with Google, and most people no longer use the phone book. The bad news about this is that just about everyone is quite bad at searching. One of the 100 most popular searches at Yahoo is “Yahoo.”
When you launch a product, people are going to go to Google, type in its name and expect to find it. What it also means is that when people want to find YOU, they’re going to go to Google and try to find you.
When Apple launched Keynote, a competitor for Microsoft Powerpoint, someone at the top must have dropped the ball. When you tried to find information on it in Google, you got a mess searching the generic word “keynote.” If you instead typed in “Apple Keynote,” you got tons of articles about Steve Jobs. This is one of those most used examples of what not to do when naming a new product or company.
One of the most common tricks of the trade is to combine two or more words to create a new and unique word that is searchable. But remember, this new word has to be known by the searcher for him or her to be able to look it up. This is what advertising is for, to get customers familiar with your products and their names.
Owning a great domain is no longer the game. The way to win now is to have a unique name, one that shows up early and often when someone searches for you.