Recent research and consumer surveys conducted by Gartner Research have shown that there really is no single, magic formula that is guaranteed to increase the flow of traffic to your website, blog, info site etc. Those large organizations and elite webmasters surveyed stated that they do in fact use multi-factorial traffic generation strategies. Relying on one or two traffic generation strategies was just not good enough; not if you want to be still in business tomorrow.
Most surprisingly however; is that what these surveys did in fact find was that more than 95% of respondents stated that the single most important factor was having a Fully Qualified Domain Name (FQDN). One of the reasons consistently cited by respondents for placing a FQDN at number one was that a FQDN was the only sure way of gaining total control and persistence across the global for branding rights.
Consumer surveys found that generally speaking consumers were both more trusting of and more likely to spend their hard earned money on a site with a FQDN. For example: slimmers.com or inthepink.com or even bukisa.com. Consumers are rapidly becoming considerably less likely to spend money; especially using payment cards, at sites such as bobsplace/general/chickenkiller.com. I do apologize to all parties if these are real sites. Overall the research findings show that sub-domains are now being treated by the general public as being more suspect as they are renowned for being the source of major spamming activities and more recently phishing sites.
DNS was established to overcome the problems that people were experiencing when attempting to use long binary strings or even the more user friendly dotted decimal notation system for IP addressing. This made the locating and identification of end systems (your computer and some website) a very unpleasant task especially for those actively contacting or colluding with many people on a daily basis. A better more efficient way had to be found. It was out of this need for a more user friendly network and end system identification and management system that the Domain Naming System (DNS) was created.
ICANN - To apply for a FQDN you need to contact a domain name registrar accredited by the Internet Corporation for Assigned Names and Numbers (ICANN). ICANN is the organization charged with overseeing the global name and number systems of the Internet.
TDL Registry - Apart from ICANN each top-level domain (TLD) is maintained and serviced technically by a sponsoring organization known as the TLD Registry. It is the TDL Registrys responsibility to maintain the database of names registered within the TLDs they administer.
Authorized Domain Name Registrars - The way this is done is by each domain name registrar authorized to assign names in TLD forwarding those names to the corresponding TLD Registry which upon final verification that the domain name is indeed unique, that is to say that there is no currently registered holder for that domain name; hence it is available to be assigned to the current applicant.
WHOIS Protocol - The TLD Registry then publishes this domain name information using a special service; the whois protocol. In this way domain names can be considered to be unique within a top level domain.
Registrar Charges - Registrars usually charge an annual fee for the service of delegating a domain name to a user and providing a default set of name servers. This transaction is considered to be a sale or lease of the domain name and the registrant is called an "owner". It is important to note that no true legal relationship is actually associated with the transaction and the applicant only obtains the exclusive right to use the domain name for as long as they pay their annual registration fee. It is probably more appropriate to view authorized users as "registrants" or as "domain holders".
Published TLD Registries and Domain Name Registrars - ICANN publishes a complete list of TLD registries and domain name registrars in the world. One can obtain information about the registrant of a domain name by looking in the WHOIS database held by many domain registries.
Hostname While DNS is used to assign domain names and map each of these domain names to Internet Protocol (IP) networks using IP Addresses and each domain name is unique it does not follow that every domain name can only be mapped to a single IP Address. In fact quite the opposite is true. Hostname is the term used to refer to domain names that have one or more IP Addresses mapped to it.
Child Domains Once you have a FQDN you can create as many child domains as you wish. Design, coding, building and production implementation are considerably easier and far more streamlined than would be the case of sharing a sub-domain with thousands of sub-domains.
Regional Domains The recent introduction of approximately 240 new country specific geographical region specific suffix extensions to top level domains has meant that web developers and owners can target their websites toward specific targeted audiences. Thus; if you intend to promote your wares within a fixed geographical region you should look into obtaining a FQDN that reflects this. One of the easiest ways is through using a FQDN with country suffix.
Web Hosting Services - If you decide to use a domain hosting or web hosting service it is imperative that you establish prior to signing up that you will be able to take your domain name with you should you ever find the need to change hosting service providers or to take the plunge and host your own domain yourself.
The reasons for having your very own Fully Qualified Domain Name (FQDN) rather than a sub-domain within a third partys FQDN are many-fold and include; greater versatility, flexibility, freedom and security as well as facilitating greater consumer confidence. You also get the option to sell your domain as is or with value-added benefits to any interested purchaser.
So it is that registering your own Fully Qualified Domain Name (FQDN) is undoubtedly the most important element of all of the traffic generation strategies particularly for ecommerce. Do yourself a favor and put acquiring a Fully Qualified Domain Name (FQDN) as the number one priority on your next business ventures to do list.
User Friendly Having your own FQDN also results in making your URLs much shorter and easier to remember and manage.
Branding Because Fully Qualified Domain Names (FQDN) are unique globally it is possible to create, market and service products and services that can be branded. Your trade names can be closely related to your organization.
User Confidence Having a domain of your own helps to expand your Internet presence while promoting user confidence.
Target Audience Using domain name suffixes such as the 240+ country codes helps to define and finesse the presentation of your website to specific geographic regions.
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