圈子圈套 pdf

For any Webmaster developing a new site, there’s a lot to think about — design, content, promotion, backend development, and satisfying the client. The problem is that many seemingly unimportant items don’t get the attention they deserve, and the site’s name is one of these.

对于开发新网站的任何网站管理员来说，都需要考虑很多事情-设计，内容，促销，后端开发以及满足客户需求。 问题在于，许多看似不重要的项目并没有得到应有的关注，该网站的名称就是其中之一。

为什么这有关系？ (Why Does It Matter?)

OK, so you know that your site is built around a name. You’ll use it as a domain, as a page title, in your logo, and possibly in the design. A name is much more than this, though. Your site or business name will be:

好的，所以您知道您的网站是围绕名称构建的。 您将在徽标中甚至在设计中将其用作域，页面标题。 但是，名称远不止于此。 您的网站或公司名称为：

• the way in which people find your site,人们找到您网站的方式，
• the way they will refer to it and, most importantly 他们引用它的方式，最重要的是
• the thing they’ll remember when they leave.他们离开时会记住的事情。

If you don’t really believe this, think about it for a moment. You want to buy a book on the Web. You don’t go to a search engine and type in "books"; you go to Amazon or Barnes & Noble, and of course when you want Webmaster information, you go to SitePoint. Similarly, when you have a good experience on a site, you might say to your friends "I read a great article on SitePoint", or "I found great book prices at Amazon".

如果您真的不相信这一点，请考虑一下。 您想在网上购买一本书。 您无需进入搜索引擎并输入“书籍”； 您可以访问Amazon或Barnes＆Noble，当然，当您需要网站站长信息时，请访问SitePoint。 同样，当您在网站上拥有良好的体验时，您可能会告诉您的朋友“我在SitePoint上读了一篇很棒的文章”或“我在亚马逊上发现了不错的书价”。

Whatever the name of your site — and however you promote it — it’s vital to realise that the name is going to be a major part of your success.

无论您使用什么网站名称(无论您使用什么名称)，都必须意识到该名称将成为成功的重要组成部分。

什么是好名字？ (What IS A Good Name?)

So now you understand the importance of your site’s name, how can you ensure that you pick a good one? The first thing you must think of, obviously, is domains. There’s no point in having a great name for a site if you don’t have the domain, so the Whois databases are the place where you’ll do your research.

因此，现在您了解了站点名称的重要性，如何确保选择一个好的站点？ 显然，您必须想到的第一件事是域。 如果您没有域名，那么为网站起个好名字是没有意义的，因此Whois数据库是您进行研究的地方。

So, what makes a good domain?

那么，什么才是好的域名呢？

1. Good Extension良好的扩展
2. Short短
3. Easy To Spell容易拼写
4. Descriptive描述性
5. Keywords关键词

Good Extension

良好的扩展

If you believe the spam which arrives in your mailbox every morning, .ws is the new .com, .us is the new .com. .tv is the new .com… But the reality is simple: there is no new .com. Whatever develops in the Internet industry, the .com domain will always be synonymous with the top Websites. If you’re surfing around looking for a site, and you know its name, 9 out of 10 times you’ll try .com.

如果您认为每天早上到达您邮箱的垃圾邮件，则.ws是新的.com，.us是新的.com。 .TV是新的.COM ......但现实的情况很简单：有没有新的.COM。 无论互联网行业如何发展，.com域始终是顶级网站的代名词。 如果您正在四处寻找网站，并且知道该网站的名称，那么您将有十次尝试九次使用.com。

So, for the Website owner who wants their site to be found, the rule is: if at all possible, get a .com name.

因此，对于希望找到其网站的网站所有者，规则是：尽可能获得一个.com名称。

But as many of you will know, it’s not always possible to get a good .com name that relates to your site. So what extension should you pick instead? I’d say that .net, .info and country level domains are also viable for a Website, but only in certain circumstances:

但是正如您中许多人所知，并非总是能够获得与您的网站相关的好.com名称。 那么您应该选择什么扩展名呢？ 我想说.net，.info和国家/地区级域名也可用于网站，但仅在某些情况下：

• You can use a .net for most types of sites, but it works best for technology-related sites. If you can get a short, snappy .net, it’s almost as good as a .com, but don’t bother with anything that’s too long or complex.您可以对大多数类型的网站使用.net，但它最适合与技术相关的网站。 如果您可以得到一个简短而活泼的.net，它几乎与.com一样好，但是不要为任何太长或太复杂的内容而烦恼。
• Consider .info if your site is informational. For example, if I was looking for the Web host ‘HostRocket’, I’d go to the .com site, but if I wanted to get more information about using it, I’d try the .info version of the domain (which just happens to be the customer-driven informational site). Don’t bother setting up a non-informational site on a .info domain, though: it’ll just annoy people.如果您的站点是参考性的，请考虑.info。 例如，如果我正在寻找Web主机“ HostRocket”，那么我将转到.com网站，但是如果我想获得有关使用它的更多信息，则可以尝试该域的.info版本(恰好是客户驱动的信息站点)。 不过，不要在.info域上建立一个非信息性网站：只会惹恼人们。
• Country level domains are useful for particular Websites. If you’re building a site for a business that’s established in a particular country, or you plan to aim for a specific county’s audience, then you may be better off with this than a generic .com (although I’d buy them both to be safe). As with .net, it’s really not worth buying a country level domain for a worldwide site, unless you can get something very short and memorable.国家/地区级域名对于特定网站很有用。 如果您要为在特定国家/地区建立的业务建立网站，或者打算针对特定县/地区的受众群体，那么与通用.com相比，这样做可能会更好(尽管我会同时购买它们来注意安全)。 与.net一样，除非您能获得简短而难忘的内容，否则实际上不值得为全球站点购买国家/地区级域名。

Short

短

I’ve mentioned length before, but it’s important to understand why short domains are so good.

我之前已经提到过长度，但是了解短域为何如此好很重要。

Firstly, of course, they’re easier to remember. Anyone who has tried learning "Hamlet" quotes will tell you that a word is easier to remember than a phrase. Two word domains are probably fine — three at the most, but if you have a really long domain it will just be confusing, especially if the words aren’t capitalised.

首先，当然，它们更容易记住。 任何尝试学习“哈姆雷特”引号的人都会告诉您，单词比短语更容易记住。 两个词域可能很好-最多三个词域，但是如果您的域很长，就会造成混乱，尤其是如果这些词没有大写。

A simple name will also:

一个简单的名字也会：

• roll off the tongue more easily in conversation, 在交谈中更轻松地吐舌
• look more professional and 看起来更专业，
• have less chance of being mis-typed by potential visitors.被潜在访客打错打字的机会较小。

Easy To Spell

容易拼写

Ever heard an ad on the radio in which the Web address for the company is spelled out to you? The lack of good domains over the past few years has lead many companies to secure what might be regarded as "nonsense" names. If you find yourself spelling your site’s name to people, you’ve got it wrong.

您是否曾在广播中听到过一个广告，上面写着公司的网址？ 在过去的几年中，缺乏好的域名导致许多公司获得了可能被视为“废话”的名称。 如果您发现自己的网站名称是别人拼写的，那就错了。

If you want people to remember you, they must be able to remember your site as a word. Again, words are easy to remember. This immediately outlaws the use of "unnatural" spellings, of course, so don’t replace S with Z under any circumstances!

如果您希望人们记住您，那么他们必须能够记住一个字。 同样，单词很容易记住。 当然，这立即禁止使用“不自然的”拼写，因此，在任何情况下都不要将S替换为Z！

Also, be careful about double letters. Take CyberRadio2000, for example. Their domain uses a double R, as you might expect, but there is an uncertainty there. The two Rs together look a bit strange if written without capitalisation, and a good name will not force the user to assume anything about the name. Of course, if you really must have a double letter, the best solution is to buy both versions of the domain, but it’s not ideal.

另外，请注意双字母。 以Cyber​​Radio2000为例。 如您所料，它们的域使用双R，但是存在不确定性。 如果没有大写字母，则两个R在一起看起来会有些奇怪，而且好名也不会迫使用户承担任何有关该名的事情。 当然，如果您确实必须有一个双字母，最好的解决方案是购买两个版本的域，但这并不理想。

Avoid using dashes in your domain name wherever possible. It’s a great way to find a good name that hasn’t been registered, but can make your domain even more difficult to remember. Keep to a maximum of one dash and, if at all possible, none.

尽可能避免在域名中使用破折号。 这是查找尚未注册的好名字的好方法，但会使您的域名更加难以记忆。 最多保留一个破折号，如果可能的话，不保留任何破折号。

Descriptive

描述性

A good site or business name will describe exactly what the site is about. Consider the "real world" example of the Royal Mail in the UK. In an infamous marketing move, the company was renamed Consignia. Now what does that mean? If I said the name Consignia to you, you wouldn’t associate it with letters and parcels. In fact, Consignia have since discovered this, and renamed themselves, "The Royal Mail Group"! It just goes to show that, though a "made up" corporate name might be flashy or cost a lot of money to create, it’s not necessarily your best option. Such names don’t make it immediately obvious what you do, and surely that’s the whole point of a name.

一个好的网站或公司名称将准确描述该网站的内容。 考虑英国皇家邮政的“真实世界”示例。 在一次臭名昭著的营销活动中，该公司更名为Consignia。 这是什么意思？ 如果我对您说出Consignia这个名字，您就不会将其与信件和包裹相关联。 实际上，Consignia从此发现了这一点，并将自己重命名为“皇家邮政集团”！ 它只是表明，尽管“虚构的”公司名称可能浮华或创建需要花费大量资金，但这不一定是您的最佳选择。 这样的名字并不能立即使您清楚地知道自己所做的事情，这肯定是名字的重点。

Of course, many companies have succeeded using a non-descriptive name: "Egg", the online bank; "elephant.co.uk" (car insurance); and "Orange", the mobile phone firm. How did they make these names successful? Through huge marketing campaigns designed to establish brand awareness. But surely it’s better to have an instantly-recognisable purpose than to have to spend millions to tell people what you do?

当然，许多公司已经成功使用了非描述性的名称：“ Egg”(在线银行)； “ elephant.co.uk”(汽车保险)； 和手机公司“ Orange”。 他们如何使这些名字成功的？ 通过旨在建立品牌知名度的庞大营销活动。 但是，肯定有一个即时可识别的目标比必须花费数百万美元告诉别人您的工作更好吗？

Keywords

关键词

An interesting use of domain names has now begun to appear: keywords. To give an example, I started the site Free-Webhosting.info and within two months it was number two on Google for a search on "free Webhosting". I had very few external links to my site, and hadn’t done any real optimisation for the search engines.

域名的一种有趣用法现已开始出现：关键字。 举个例子，我启动了Free-Webhosting.info网站，并在两个月内在Google上搜索“免费Webhosting”排名第二。 我只有很少的外部链接到我的网站，也没有对搜索引擎进行任何真正的优化。

But my ranking wasn’t just a fluke. Other sites I have worked on have achieved very high search engine rankings by having a search term as their domain. With no real technique for obtaining high rankings as easily on engines like Google, this could be just what Webmasters are looking for.

但是我的排名不只是a幸。 我工作过的其他站点通过将搜索词作为域来获得很高的搜索引擎排名。 由于没有真正的技术可以像在Google这样的引擎上那样轻松地获得高排名，这可能正是网站管理员正在寻找的东西。

Finding A Name

寻找名字

Now that you know what to look for in a name, it’s time to start the search! You might already have an idea of a name you could register, but unless you are very creative, you’ll probably find that it’s already been taken (unless, of course, you’re registering a company name which isn’t comprised of generic words).

现在您知道要查找的名称了，是时候开始搜索了！ 您可能已经知道可以注册的名称，但是除非您很有创造力，否则您可能会发现它已经被采用(当然，除非您注册的公司名称不包含通用名称)话)。

You could spend the next week typing names into Whois searches, or you could try a domain generator like Nameboy. Just type in your keywords and instantly receive around 60 domain suggestions, all of which have been checked for availability as .com, .net and .org (and sometimes .info if the system is working). Using your new-found knowledge, you will soon be able to find a great name for your site.

您可以在下周花费时间在Whois搜索中输入名称，也可以尝试使用域名生成器(例如Nameboy) 。 只需输入您的关键字，即可立即收到大约60个域建议，这些建议都已检查为.com，.net和.org(如果系统正常，有时还会显示.info)。 使用新发现的知识，您很快就能为您的网站找到一个好名字。

注册！ (Register It!)

That’s it — you’ve bought a domain for your site! It’s easy to remember, spell and type. It’s short, memorable and descriptive, and best of all, it’s yours. Now you have your key to Website success, and all that remains to be done is the design, content, promotion, backend development…

就是这样-您已经为您的网站购买了域名！ 很容易记住，拼写和输入。 它简短，令人难忘且具有描述性，最重要的是，它是您的。 现在，您拥有了网站成功的关键，剩下要做的就是设计，内容，促销，后端开发……

翻译自: https://www.sitepoint.com/whats-name-snare-good-domain/

圈子圈套 pdf