Naming conventions for the recent spate of web 2.0 start-up companies have resulted in some weird and wonderful brands popping up all over the place, inventing words and forsaking vowels with impunity. While it is tempting to regard companies such as Flickr, Joost, Twing, and the rest as symbolising the cool, trendy generation of internet entrepreneurs, the simple fact is that they are reacting to a common issue encountered by online businesses – all the good domain names have already been snatched up.

For anybody in this position, the options are twofold; they can either take advantage of this web 2.0. company name generator and reinvent themselves as Zoomjam or something, or they can keep their chosen name and compromise with a potentially clumsy and less intuitive URL.

The issue then becomes how to get visitors to your disastrous, incomprehensibly-addressed website. With the information bombardment suffered by consumers these days, you can hardly expect them to remember their level of debt, let alone every web address that passes their way. Look no further than the Far East for your solution, where the clever trend is to advertise search terms rather than full domain names.

The benefits of offering memorable and intuitive keywords to replace long URLs are obvious, and by using search terms you can even direct people to specific pages on the site without needing to further complicate things by showing ‘slash’ or sub-domains. Of course, the use of search terms sound like an easy answer, but the possibilities offered pave the way for the future of advertising to put even greater importance on SEO and which search terms current visitors are already using to visit your site.

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