A unique name that identifies an Internet site. Like a telephone directory, domain names provide a system of easy-to-remember Internet addresses, which can be translated by the Domain Name System (DNS) into the numeric addresses used to physically route traffic across the Internet, called IP addresses.
Domain names always have two or more parts, separated by dots - for example, the bbc.co.uk domain used by the British Broadcasting Corporation. The part on the left is the most specific (all domains ending in .uk are registered in the United Kingdom), and the part on the right is the most general (you will already be familiar with many internet addresses that begin 'www').
Our domain name is webcertain.com. At one and the same time it is our brand.
We certainly recommend emphasising your branding with your domain name - rather than thinking up all the weirdest and most wonderful domain names you can think of, perhaps with the objective of fooling the search engines.
This might work short term, but it is not a permanent solution - whereas promoting your brand is.
If your company brand or corporate identity coincides with your domain, then that is reassuring to users. Our guidance is that this should not be a coincidence!