What makes a good domain name?

I've probably registered a few hundred domain names over the years, both on my own behalf and that of clients. Last week, whilst writing a report for a client, I had to ask myself what it is that makes a good domain name. Apparently, though I haven't had time to test this myself, all 4 letter .com combinations are gone - and certainly everything generic - e.g. business.com, cars.com, shelfstacker.com (I've checked - it's registered).

This is what I came up with: Our top ten* domain rules.

1. Memorable
If the business name is not available (Widgets Ltd = widgets.com), I'd rather have something memorable and related to the business or to what the site does than an unwieldly or confusing name (widgetsofeastkilbride.com). For example; kelkoo.com* - does this have anything to doing with price comparison, or yahoo.co.uk?). OK, kelkoo might mean something in twisted French, and Yahoo may be some kind of greeting, but you take the point.

2. Easy to type, preferably short
Type-in traffic makes a big percentage of a site's traffic, so make it as easy as possible for your visitors to type the domain name in.

3. Low possibility of mishearing & misspelling
Word of mouth is important, so don't use puns or tonguetwisters. It won't be you laughing. Leave the comedy to the comedians.

4. Avoid the use of hyphens, where possible.
If you are advertising the site on the radio, for example, can you really say 'great hypen stuff dot co dot uk'. And is anyone going to remember it?

5. In multi-word domains without hyphens, the separate words should be distinguishable.
Indeed. Expertsexchange.com is my particular favourite.

6. Consistent with the brand
If you are selling summer holidays, something that's consistent with escapism and sunshine.

7. Allows brand extension
buttons.com has just diversified into felt; however, buttons.com is not really suitable for a felt shop. Habedashery.com; however, would be fine for both.

8. Available in both .com & .co.uk
If at all possible, we appreciate that sometimes this can be a struggle. Always try and protect your brand by registering appropriate top level domains (.biz, .info, .eu). And if your business is worldwide, register the country specific extensions too (.fr, .de, .es). You may need an office or agent in that country to register the domain, however.

9. Relevant to the country in which the company operates
.co.uk tends to limit your business to the UK only, unless you are selling something with a true worldwide appeal, or typically British. Customers abroad will appreciate you taking the effort to register a domain name specific to that country, and to have the site translated - by a native speaker - into the target language. Google Translation Tools are a great free tool, but try translating back into English. You won't be pleasantly surprised.

10. Consistent with user expectations
clou.dspotting.co.uk would work. Someone may be amused by our wit and technical prowess. But we wouldn't get any traffic.

11. Avoids potential ‘passing-off’ legislation.
Please don't register a domain similar to your competitors (particularly if they are big corporations with an in house legal department). And don't register domains with your competitiors trademarks in them. At best, you'll have to give up the domain name. At worst, it could be VERY expensive.

* OK, so there were eleven.