Как подобрать имя сайту | Урок #62
1X
In my podcast I explained very well. So, using Rozetka as saudi arabia mobile number list for whatsapp an example, we will study these very rules of naming from scratch.
Consist of one word (no hyphens!).
Avoid causing negative associations.
It should be meaningful in some way, BUT it is not always necessary. It could be an acronym, an abbreviation.
Step 2. Check availability
With this understanding, we go to imena.ua or godaddy.com and look through beautiful names.
We check availability - we enter it and click OK. We see whether it is taken or not in our domain zone.
If it is taken, we search again. If it is not taken, we check other domain zones - are they free or not.
We also check the name of the future site in Google search results.
If you see ANOTHER site with the same name (even if the URL is different), repeat the process.
Пример рутинной проверки будущего имени сайта и его занятость
An example of a routine check of the future site name and its availability
Step 3. Decide on the type of site
We decide whether we will have a regional site or not. This is determined by the type of site. We study all the second- level domains more precisely - national and regional. We take into account the nuances (and they may be ). I recorded a series of TikTok and shorts on this topic, I advise you to look at the channel. I left the links in the article for convenience.
Примеры региональных версий доменов на примере imena.ua
Examples of regional versions of domains using imena.ua as an example
If you want to buy a domain in another country, domain registrars may not sell it for your region. So it's a good idea to check in several at once.
Step 4: Check if this domain exists before
There may also be a situation when a domain is bought in one country, but not in yours. Check to avoid making a fool of yourself. Or vice versa - you think it is taken, but it is simply sold on another registrar?
Вроде бы проданный vilka.com продается на Godaddy за 3 миллиона гривен сегодня
The supposedly sold vilka.com is being sold on Godaddy for 3 million hryvnia today
And we check the domain in the web archive - is there any negative trail behind it. And simply why buy something that has already been. And even worse - if the niche does not match.
Вроде бы сводобный vilka.kiev.ua — уже когда-то был в интернете!
It seems that the free vilka.kiev.ua was already on the Internet once!
After all, if you open an online store for mommies in place of a porn site, it will definitely not be the best start. The domain must be clean. Check that there is nothing in the web archive.
Step 5. Buy a name and several required second-level domains at once
Did you manage to find a cool name? BUY several versions of it at once. And don't be lazy to allocate money for a TRADEMARK. Otherwise, someone will manage to buy these domains after you. Believe me, this always happens, once you get a little bit of traction.
Прекрасно! Никто не занял пока что неплохое название!
Excellent! No one has taken a good name yet!
An important nuance. Rozetka HAS a trademark. And it has the right to the domain rozetka.ua. At the same time, the Rozetka domain has its own classic second-level domain .com.ua
Although in fact, if you go to Rozetka.ua , which also belongs to them as a trademark, Rozetka, you will get a 301 redirect to the main domain rozetka.com.ua .
Why didn't they redirect to .ua , specifically the Rozetka.ua version ? Because people remembered Rozetka.com.ua. Because historically, this domain was remembered without the trademark, which was in that form.
In fact, market leaders usually do not change the domain. And changing the domain can cost you a lot, you can just estimate how much money was spent on changing SLANDO to OLX. In the end, they kept the domain for themselves. They did not change anything else in it. And we will move on in history and look at the key changes.
That's why you need to set your corporate identity in advance before you plan to move forward. And Rozetka set the trend here. It created the brand and, of course, the domain.
How much do you think the Rozetka brand has grown? Over 15 years, the main page traffic for the brand query is almost 2 million visits from search per month!
насколько вырос бренд Розетка
I calculated Rozetka's average traffic for branded queries and it is 1.67 million visits per month (this is for all pages - both the main page and the branch pages). The main page collects 1.43 million traffic for branded queries, the rest is for the other 693 pages.
How did Rozetka develop its brand like this? The secret is simple, and I think everyone knows it.
Long and painstaking work in the market.
Accumulation of a loyal audience.
Mobile applications.
The fight for the consumer - prices, convenience, installments.
Building mailing lists and chatbots to make it easier to inform clients.
Reduced delivery costs. Own branches.
Creating the perfect store from a UX perspective.
Internal SEO optimization.
Turning yourself into a marketplace.
If you ask about link promotion, I will shake my head and say: no. Even the development of social networks turned out to be unnecessary in general. Buyers are more likely to subscribe to them and follow sales there.
Just think about the numbers:
More than half (53.5%) of users access Rozetka via a direct link (which the browser already offers in history).
SEO accounts for only a quarter of traffic (25.43%).
Paid advertising provides a tenth of the traffic (11.08%). Banner advertising provides an additional 4%.
Social networks bring in less than 1% of traffic.
Email returns in Rozetka are, of course, much weaker - less than 0.08%.
rozetka.com.ua Top Traffic Sources
Despite the abundance of social networks, Rozetka develops and focuses on only one - and that is YouTube. More than half of the traffic comes from this channel. And from there they pull
Больше половины трафика приходится на этот канал
Rozetka's YouTube channel provides indicators of half a million views per month, while with a certain regularity (12 videos per month) new videos are released, collecting from 10 to 16 thousand views.
They focused on the main social network to get traffic and did not scatter on others. They wisely threw Instagram out of their priorities.
YouTube канал Розетки
Link structure
Let's start with the fact that initially the number of product categories on the Rozetka website was small. Now let's open the sections of digital photography, video, mobile phones, laptops, pocket PCs and communicators. You will see that some of these devices may seem outdated to you today, for example, photo printers or memory cards, which were something new at the beginning of their existence.
Please note the URL structure:
initially it did not use CHPU (human-readable URLs);
was based on simple numbers;
the domain was without HTTPS;
the old domain itself was from WWW.
This approach to URL structure made the site less memorable, but it was the accepted standard at the time. It used to be that way, times were tough.
Old redirects
The first thing I checked was that all the URLs in the directory were still there. I checked the redirect paths of the old URLs and where they lead.
Старые редиректы
Yes, they did redirects, and I decided to check the oldest category of laptops along the redirect path.
проверить старейшую категорию ноутбуков по пути редиректов
As we can see, the classic two redirects that are in the .htaccess file are written here (don't forget to replace example.com with your actual domain).
When did they change the directory? I checked on the web archive. The complete abandonment of the old structure happened in September 2013.
Зеленым можно отметить, когда URL стал редиректить на новую страницу
Green indicates when the URL began to redirect to a new page.
And from this moment begins the next page of the history of the Rozetka catalog.
Main directory hierarchy
If we go to the web archive and look at the 2013 notebooks page, which has moved to a new URL, we find some very interesting links inside:
