A trip to the domain name conference

Photo: Ingrid Burrington

Ingrid Burrington thought of domain names as "a very niche genre of experimental poetry, one in which radical constraints (availability, brevity, the cadence of an interrupting “dot”) produce small, densely packed pockets of internet magic." At a conference for domainers--the dot.whatever squatters and salesfolk and speculators--she learned that it's more a matter of alchemy.

...brevity is typically a good move, though memorable phrases are also effective. Some TLDs are hot right now (.io), and some single words are always a good investment (lotions.com, furs.com), but good TLDs and good words together don’t always work (as was explained to the owner of furs.io and lotions.io in one session). Long-time domainers also had oddly specific advice—”Hyphens make your domain less valuable—unless you’re in Germany” and “.info is a dead zone.”

Domainers are generally a short-sighted crowd. Lotions.io might be worthless by itself, but one person dedicating themselves day and night to the thorough and remorseless blogging of all the lotions that go in and out? By Christmas lotions.io could be worth thousands.