You’ve come up with your perfect domain name—now’s the moment to dig into that name’s history. If you have your shortlist of prospective domain names for your project or business, it’s time to do your due diligence and properly research those top picks.
Registering and using a domain name that has been owned by someone else before without doing a proper comprehensive background check can lead to potential legal issues, branding conflicts, and even security risks. It’s like buying a used car without popping the hood. And let’s face it, most good domain names (especially those coveted .coms) have a bit of a past, which means that researching your domain name is just as important as researching the history of a car you want to buy. A background check is non-negotiable.
Let us walk you through the steps of doing a proper domain deep dive so that you can make your choice with confidence.
Why you need to research your domain name
Like it or not, you might find yourself registering a domain name that has been owned or registered by someone else before you. And to get a good domain name (especially a .com or a .org), you’re going to be looking at domains that have exchanged hands one or two (or more) times. That domain name, just like a used car, will have its own history that can be traced if you know where to look.
What are the benefits of used domains?
Like a cool retro muscle car, the age of a domain can be a big draw. A domain name that has been around for decades, regardless of how many times it has been sold, can give your site an edge when it comes to search rankings.
This is because a used domain may already have a history of visitors and established traffic, giving your site more authority in search engine rankings and a head start in SEO efforts. Plus, it might have established backlinks, or have a positive link history, meaning that other websites are linking to that domain name, which can also boost your new site’s authority and credibility.
This head start can save you time and cost in building an audience from scratch and can get you closer to your branding goals with half the effort. You won’t have to wait for a new domain name to be indexed and recognized by search engines. And, if you are an already established brand or business, getting a used domain name that fits perfectly with your vision is often way more cost-effective than rebranding to match a brand-new domain.
What are the dangers of used domains?
Purchasing a used domain name can be a double-edged sword, offering potential benefits while harboring unseen dangers. While the allure of established traffic, search engine ranking, and brand recognition may be tempting, buyers must tread cautiously.
You’ll want to find out if your potential domain name has been used by spammers or scammers in the past who are now trying to pawn it off on an unsuspecting buyer. These domain names could already be flagged by search engines and email services, meaning your website won’t show up in people’s search results and your emails won’t reach their inboxes.
It’s also important to find out what kind of reputation your prospective domain name has online, including what communities are familiar with the domain and what ideas or products that domain and brand represent. For example, you don’t want to register WhiskersAndWonder.com for your new pet grooming service, only to find out too late that the domain used to be registered by a local taxidermy business.
You especially want to be aware of any legal issues surrounding the domain, like any potential lingering court cases, any accusations of libel, and any unresolved data breaches. And you’ll want to make absolutely sure that you won’t be encroaching on any other business’s trademark rights. All of this can be a disaster for a new business.
How to research your domain name
When it comes to doing the research that gives you peace of mind, knowing where to dig is half the battle. Here are five crucial steps in discovering what lies in your domain name’s past so that you can start looking toward your project’s future.
1. Check the WHOIS directory
The WHOIS database is basically the directory of the internet. Searching for a domain name via WHOIS will let you know if the domain is currently registered to anyone and where it is registered. You may find the owner’s name and contact information, but it’s also possible the registry will provide their own info to protect the registrant’s privacy. Pay attention to the age of the domain, when it is set to expire, and the last time that the site was updated.
2. Do an internet search
It’s a good idea to conduct a simple internet search to make sure that your domain name isn’t associated with any negative publicity, controversies, or bad actors. Try a few different combinations of terms until you feel that you have a good sense of the domain’s history. Our aspiring Whiskers and Wonder pet groomer could search the following terms:
- site:whiskersandwonder.com
- whiskersandwonder
- whiskers and wonder grooming
- @whiskersandwonder
You want to find out if the name is currently associated with any brands or businesses and if it has a long-standing reputation. You should also check all social media platforms to see if the handle (or any like it) is already in use.
This kind of search will also let you know what kinds of sites are linking out to your potential domain. These backlinks are important to look into. If they come from reputable sites like informational blogs or industry news sites, it can be a great early boost to your site’s SEO. If they come from sites that look like their priority is scamming people, then it could cause you issues later down the road.
3. Search for existing businesses and trademarks
Check to make sure someone else isn’t already running a business with a name that matches your proposed domain name. Some great places to explore are any industry-specific directories or any databases where businesses in your field are listed. You can also do quick searches on online business directories like Yelp, Yellow Pages, or the local Chamber of Commerce directories.
We suggest that you also go to your Secretary of State’s website and conduct a search on businesses within your state (and it wouldn’t hurt to check any nearby states you have designs on expanding into). They will usually have a business entity search feature on their website where you can look up registered business names.
Finally, conduct a dedicated trademark search to see if the name has been registered as a trademark. You can do this through the US Patent and Trademark Office website (USPTO) or the equivalent authority in your country. If you know you’ll eventually conduct business in other states, you can verify the availability of your chosen domain name across those jurisdictions, too.
4. Check the Wayback Machine
The Wayback Machine, operated by the Internet Archive, is a powerful tool for accessing archived versions of websites dating back to the early days of the internet. In the search bar provided on the homepage, enter the domain name of the website you want to investigate. After entering the domain name, click on the “Browse History” or “Take Me Back” button. The Wayback Machine will display a calendar interface showing dates with available snapshots of the website. Selecting dates will let you view archived snapshots captured on that day. Take note of any significant changes, updates, or trends observed during your exploration of the website’s history.
5. Check internet blacklists
There are a handful of sites that will tell you if your domain name is on any blacklists commonly used by email servers, web browsers, or other online platforms. This can essentially tell you if the domain you want was used for any nefarious purposes in the past: from the mildly annoying to the outright malicious. These blacklists typically contain domains that are associated with spam, phishing, malware, or other spammy activities. There are a few free searches you can find online, like the Spamhaus Project and the Google Safe Browsing site status tool.
Next steps
If you’ve done all the above research and are ready to commit to your domain name, then we suggest you read through this post to learn what to do if your domain name is taken. If the name is not currently registered to anyone, then you can register the name today with Epik. Our experienced customer service team can walk you through the registration process or answer any questions you have about your domain.
Conclusion
No matter what tools you use, giving your potential domain a solid background check is key to building a secure online presence. By following the steps we’ve laid out, you’ll make sure that your domain name lines up with your business goals, keeps your brand’s reputation intact, and amplify your online visibility. Putting in that upfront due diligence? It’s like insurance against future headaches and legal nightmares.
So whether you’re starting fresh and want to steer clear of any shady pasts, or you’re hunting for a well-established domain to boost your SEO and page rank, knowing the history of your domain can help you make a smart, confident choice for your new venture.