What's in a name?

On Friday I attempted to choreograph my way through a product launch press release in which the new company, which is web based sans brick and mortar entirely, sports a domain name that is the same as the company name. The product or tool, however, a portal of sorts, didn’t really have a name. Well, I guess it had a name, the same name as the company, but I was struck with the quandary of how to distinguish between the company, the domain name and the actual product in a way that just didn't sound like gobble-de-gook in the launch release that was announcing both the new company and the new product.

It was clear that the name of the company reflects its mission. While that makes perfect sense as a company name, it’s not intuitive at all for search effectiveness, which of course, when you are a web-based tool, needs to work for you, not against you.

Anecdotally, I did a google search for the name of the company, which of course is also the domain name. I had results pages long of completely unrelated topics because the mission of this company, while being a goal, is not at all what its product is about. Using the product itself leads to the goal of the mission, but the search terms or keywords a potential customer would use would not be intuitive.

So, while the brand is effectively named…the product name was not optimized for search, which is key to driving sales on the internet.

One must always remember, a potential customer will search for what they need in terms of a description. Sometimes, if they already know a product, they will search by its name, or the domain name, but better yet, if the domain name is reflective of the product name, then the search will be that much more successful at finding the product.

So….what’s in a name? A name has as much importance as unlocking the door on the front of your brick and mortar business. You don’t want the customers peering into the window but not be able to open the door.


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