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Domain Name Appraisal.

I have outlined 13 metrics to judge a domain name in a self-appraisal.

1) Marketability
2) Phone Test
3) Name Length
4) Brand Recognition
5) Development Value
6) Dot Value
7) Site Traffic natural
8) Site Traffic by Search Engines
9) Industry Strength and Positioning
10) Search Engine Popularity
11) Grammatical / Linguistic value
12) Revenue Generating
13) Comparable sales value

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1) Marketability
How many parts are in the name?

A part is a word, a hyphen, or a number.
Example.com has only 1 part -- “example”.
JoeTheFisherman.com has 3 parts -- “Joe”, “The”, and “Fisherman”.
Joe-Fisherman.com has 3 parts -- “Joe”, “hyphen”, and “Fisherman”.
1Fisherman.com has 2 parts -- “1”, and “Fisherman”.
eFisherman.com has 2 parts -- “E”, and “Fisherman”.

1 part award 100 points
2 parts award 10 points
3 parts award 2 points
4 parts award 1 point
5 parts or more award 0 points

2) Phone Test.
Try saying the Domain Name on the phone. How does it sound?

Does the domain use a hyphen or a number?
Do you spell a number inside the name (e.g. “one”)?
Does the domain use a misspelling at all?

If the answer to these questions are all “no”, multiple current score by 5.
If the answer to any of these questions is “yes”, divide current score by 2.

3) Name Length (not including the length of “www.” or “.” or the ending extension)

Find the highest rule which applies.

If 1 part and the name is less then or equal to 8 characters. Multiply current score by 6.
If 1 part and the name is less then or equal to 15 characters. Multiply current score by 3.
If 1 part and the name is less then or equal to 19 characters. Multiply current score by 2.
If 2 parts and the name is less then or equal to 10 characters. Multiply current score by 4.
If 2 parts and the name is less then or equal to 16 characters. Multiply current score by 3.
If 2 parts and the name is less then or equal to 19 characters. Multiply current score by 2.
If 3 parts and the name is less then or equal to 12 characters. Multiply current score by 2.

4) Brand Recognition

Do people know what the site does even before they even go there?
Either through the meaning of the name or by advertising.
An example of advertising is everyone knows Microsoft.com or ATT.com.
Normal people will need to use the domain meaning to score on this point.
If name has Brand Recognition then multiple current score by 3.

5) Development Value

How much work as been put into Developing the site?
Just a Splash page then multiple current score by 2.
Something more then a Splash page then multiple current score by 3.
Has the domain ever hosted a website that received more then 1000 visitors a day then multiple current score by 25.

6) Dot Value

If .COM extension multiple current score by 3.
If country extension multiple current score by 2.
If country extension is now generic no bonus (example .CC, .TV, .WS)

7) Site Traffic Natural

10-39 natural type-ins multiple current score by 4.
40-100 natural type-ins multiple current score by 8.
100+ natural type-ins multiple current score by 25.
Natural type-ins means (Unique IPs without referrers)

8) Site Traffic by Search Engines

10-39 Unique IPs multiple current score by 2.
40-500 Unique IPs multiple current score by 3.
500+ Unique IPs multiple current score by 4.

9) Industry Strength and Positioning

Does the domain have a calling? If the domain has a targeted industry how crowded is that industry? Does the domain accurately and generically describe what it was registered to do. Here is an example, For a travel agent, FlyCheap.com is a score 3. For a travel agent TravelCheap.com is a score 7.

Describes generically the industry then multiple current score by 7.
Describes specifically something in the industry then multiple current score by 3.

10) Search Engine Popularity
How do the terms in the domain name rank in Search Engines?

“Great”, then multiple current score by 7.
“Good”, then multiple current score by 2.
“All Right”, then no bonus.

11) Grammatical / Linguistic value

Does it sounds correct?
Does it read like a human normally speaks. For example, "ShoppestMall.com" sounds wierd. But ShoppingMall.com sounds great. The plural form versus the singular form makes a huge difference.

If the name sounds good, multiply current score by 2.

12) Revenue Generating

Multiply yearly income of the domain by 2.5. Add this dollar value to your final price.

13) Comparable sales value

What other domains have sold at that price. Is your name the same score? Market analysis on your domain price is very important. Being able to justify your price against other domains selling price is key. Don’t do marketing analysis off of list price. Only selling price will work. To find prices of domains that have sold use Afternic or other domain auction sites.

The highest score possible is something huge like 6,615,000,000. This doesn’t correlate to actual price very well. Use percentiles to determine what the price is.

Total score:
Lowest = $15 (40 percentile)
Low score = $25-$40 (30 percentile)
Mid score = $100-$300 (25 percentile)
High score = $500-$1000 (3 percentile)
Extreme score = $1000+ (2 percentile)

Hosting Manager

From the Hosting Manager you will also find links to our Web-based File Manager which includes a Text Editor and Visual Editor, making Site maintenance easy. And don't forget to check out the Resource Area for HTML help, scripts, clip art, audio clips, fonts, and more!

Adding Fun

You can choose many of our Free Tools to enhance your site! Add as many as you like! Get a Hit Counter, Guestbook, Message Board, Email Form, Minipoll, Web Journal, or any of Bravenet's other great Tools and Services to make your Site fun and interactive.

Finally, don't forget to join the Bravenet Affiliate Program and earn money everytime you send somebody to join Bravenet.

 

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