In 1999, the impact of the internet took a drastic change as 67 character domain names became the new “it” thing to do when marketing products, e-books, and programs. At first it was believed that 67 character domain names would increase sales at an incredible rate but we have since found this is all too often not the case. While this does allow you to fully brand your website with your number one product it could slow sales down as many have learned the hard way.

The benefits of 67 character domain names are obvious. You can make the link reflect the exact name of your product or service. You can make your product easier to find for those that know where to look for it. You can increase publicity by having your product name show up directly when someone searches for similar products. And the list continues on and on…and on.

The disadvantages are also an important factor to consider when determining if a 67 character domain name is the right move for your business. First of all it could damage sales more than help them since search engines often have trouble recording them therefore ranking them incorrectly or sometimes not ranking them at all. Secondly, studies have shown that a potential buyer could have too much trouble remembering a long name so they will simply choose something else that is easier for them to find. Even those that do remember the name might make errors that send them straight to a competitor that has strategically placed the error in the link for that specific purpose. One of the most harmful of all reasons to having a 67 character domain name is that you are narrowing your potential buyers since the link will not be acknowledged in other countries where countless business deals take place.

As you can clearly see the benefits of having a 67 character domain name does not even come close to canceling out the disadvantages. Does this mean that no one should use this in their marketing strategy? No, not at all, in some cases, very few but some, it is actually a wonderful advantage to have a 67 character domain name. You will just have to have a strategy in place to take over where the disadvantages may cause damage.