Is It Time to Change Your Domain Name?

.CO Internet S.A.S., the official registry operator for the .co domain, announced recently that it has reached the landmark 1 millionth .co domain name registration in less than one year from the global launch.  At the same time, I announced to the world (very silently) that I am moving my domain name from .name to .co.

Obviously there should be a takeaway for small business here, and there is. I will share my experience on choosing domain names and why you might want to think about changing your domain name, too.

From Idea to Domain Name in 60 Seconds  (It May Actually Take a Bit Longer)

The best time to think about a domain name is when you have the idea. Even if you are not sure if this is the perfect name, you should try to secure the domain name as soon as possible. Many registrars have mobile websites and/or mobile apps that enable you to find and register a domain name on the go.

.co domain

Think about these characteristics when deciding on a domain name:

  1. Easy to remember
  2. As short as possible
  3. Consider similarities in pronunciation
  4. Type the name fast on a keyboard (and on mobile devices) to see if there is a high possibility of typos

What if the Domain Name Is Registered by Somebody Else?

According to a Verisign report, there are over 209 million domain names. That is a lot of domain names, and it also makes your chances of getting the domain name of your choice a wee bit remote. If the domain name of your choice is already registered to someone else, use Whois to find out who owns the domain. Then you can try contacting the owner directly  to make an offer to buy the name, or use a certified offer service to escrow the transaction. Many domain registrars and sites such and offer a service that evaluates the value of the domain name.

What if the Domain Name Is Expiring?

The registrant of a domain name is given a good amount of time to renew their domain name. It may take up to 40 days before a expired domain name is available for re-registration. You can look for back-order services that may be useful with expiring domains. Take a look at this article, “An Expensive Lesson In Domain Names.”

What if You Don’t Love Your Domain Name Anymore?

You were young and adventurous and you chose a domain name. Now, years later, you want out. (Yes, it can happen to the best of us.) Even if you love your current domain name, suppose the domain name of your dreams suddenly became available. What do you do?

Do what I did with my domain name (I still love .name, but .co was better). I was lucky that I could get my name with a .co extension, which is globally recognized and is easy to remember. Here’s what I did:

  • Changed the DNS to my blog at
  • Pointed .name to my Network Solutions hosting package
  • Uploaded a file called a 301 redirect page that tells search engines that my site has permanently moved to the .co address
  • Since I wanted all my old links to still work, I used something called a .htaccess file to redirect all the old URLs to the new ones. There are lot of resources on the Web that tell you how to do this, but it’s probably a good idea to consult with a Web developer.
  • I did not have any email; otherwise, that would be a few additional steps.
  • I logged into my account at Google Webmasters and notified the “Change of address.” If you own a website you should set up a Google Webmaster account.
  • Check out Google tips on moving domains. or Bust Is No Longer True

Remember the .com era where we first moved content and commerce online? The Web has evolved, and so have domain names. Now you have a choice of domain name extensions, and there will be many more to come. When you search for a domain name, most registrars give you a  choice of many extensions. .Co is one such extension that you can choose.

How Many Domain Names Should a Small Business Buy?

At a minimum, look at registering a few of the popular domain name extensions. Consider misspellings of the domain names if your gut tells you that people may make typos when inputting the domain name.

Social Networks and Domain Names

Here are some ways to use your domain name with your social networks:

  • If you have a Blogspot blog, you can choose to have a custom domain name; the same with domain names.
  • Use a domain name to forward to your Facebook or Linkedin profile.
  • I use third-level extensions to forward to my Linkedin, Facebook and Flickr.
  • If you have a really long domain name and are not registering another short one, explore using a URL shortener service like to customize the URL and redirect it to your domain name.

What has your experience been?  Have you got the domain of your dreams or are you still waiting? If you have any advice to offer in addtion to my thoughts, please weigh in in the comments.


Shashi Bellamkonda Shashi Bellamkonda is CMO of Surefire Social, AKA "Social Media Swami" at SurefireSocial. Visit Shashi Bellamkonda's blog. He is also an adjunct faculty at Georgetown University. Shashi is a regular contributor to the Washington Business Journal, DC Examiner and other tech blogs like Smallbiztechnology and Techcocktail. Shashi has been in the list of Top 100 Small Business Influencer Champions list for 2011 and 2012.

8 Reactions
  1. hey Shashi, great post. didn’t realize .co was growing so quickly. I agree with you — it is better than .name (and .info and .biz and probably several others. I’d be curious to see some data or comments from the SEO types in the audience… Will .co rank as well as .com? The potential risk is someone types in .com by reflex and gets to a different site. But if you make a point of telling everyone .co and people start to know it exists, then I guess its worth doing. I like the shorter component.

  2. I never ever type in .co or look for a website at .co – it is certainly a long hill to climb to get the notoriety out there, but as it stands, I would bet a months salary that absolutely no one I know that is not tangentially involved in tech has any clue about .co or has even thought about searching for .co versions of sites.

    Now, that said… .xxx has probably been searched by them at some point….

  3. Shashi – Very informative article on issues to consider when changing domain names. I would suggest adding to the numbered list: “5. Consider any legal/intellectual property considerations associated with use of the new domain name.”

  4. Thanks for the post, Shashi…

    I’ve heard of the Co domains, but now I have a much better understanding of them.

    Ideas. That’s when I go out and do a domain name check, and if it’s in the budget,(or even if it’s not, sometimes)I just buy it.)

    The Franchise King®

  5. Martin Lindeskog


    .co is Colombia, right?

    I am happy with my .name domain at

    I am soon launching a tea site with the domain, .nu (nu is the swedish word for now) –

  6. Only noticed one high profile company activly promote the use of .co here in the US and that is They recently ran TV ad’s for saying its the new way to access their site and business linking back to their main domain. I guess the .co name is catchy enough to work well in that case.