Sales Loves MarketingA domain name is the address people type to reach a website, such as example.com. Behind every domain is a numeric IP address for the server that hosts the site. The Domain Name System (DNS) translates the name into that number, so visitors only need to remember the name.
What is a domain name used for?
- Websites: the domain points browsers to the server that stores your pages.
- Email: the part after the @ in name@example.com is a domain. Its MX records tell other servers where to deliver mail.
- Brand: your domain appears in search results, ads, email and print, so it works as part of your brand.
Because DNS connects the name to the server, you can move your site to a new host without changing the address people use.
What are the parts of a domain?
Take blog.example.com and read it from right to left:
| Part | In the example | What it is |
|---|---|---|
| Top-level domain (TLD) | .com | The ending, managed by a registry |
| Second-level domain | example | The name you register |
| Subdomain | blog | A section you create yourself, at no extra cost |
There are two main kinds of TLD:
- Generic TLDs (gTLDs) such as .com, .org, .net and .info.
- Country-code TLDs (ccTLDs) based on two-letter country codes, such as .de, .nl or .uk.
The IANA Root Zone Database lists every TLD in the DNS root, with its type and manager.
How do you get a domain name?
You register it through a registrar, a company accredited to sell names. The registry that runs the TLD keeps the database of registered names. Registration gives you the exclusive right to use the name for a set period, which you renew. It is not permanent ownership.
Each label between the dots can be up to 63 characters long, and the full name up to 253 characters.
Why domains matter in marketing
- Memorable and on-brand. A short name that is easy to spell and say is easier to use in ads, podcasts and print. Read how to pick the right domain name for your website.
- Email deliverability. Gmail requires every sender to authenticate their domain with SPF or DKIM, and senders of more than 5,000 messages a day to Gmail accounts need SPF, DKIM and DMARC.
- Campaign domains and redirects. Companies sometimes buy extra domains for campaigns or common misspellings and redirect them to the main site.
- Changing domains. If you move to a new domain, Google recommends permanent (301 or 308) redirects from every old URL to its new one, kept in place for at least a year. Permanent redirects don't cause a loss in PageRank.
Related terms
Frequently asked questions
What are the parts of a domain name?
Read from right to left. The top-level domain (TLD) is the ending, such as .com or .de. The second-level domain is the name to its left, such as "example" in example.com. Anything further left, such as "www" or "blog", is a subdomain.
Do you own a domain name?
Not outright. Registering a domain gives you the exclusive right to use it for a set period, usually renewable. You register it through a registrar, while the registry for each TLD keeps the list of registered names.
What is the difference between a domain and a website?
The domain is the address; the website is the content stored on a web server. DNS links the two, so you can move your website to a new server without changing its domain.
How long can a domain name be?
Each label between the dots can be up to 63 characters, and the full domain name can be up to 253 characters.