Pelland Blog

What’s in a Name?

August 7th, 2018

In the campground industry, there are instances where it makes sense to change the name of a business, particularly if the old business name is too closely associated with a previous owner or has garnered a questionable reputation. In other instances, a park will change its name when it joins a franchise system and adopts the name that is assigned to its local area. Sometimes new owners will want to make a fresh start, after purchasing a park that they love that comes with a name that strikes them as less than well-informed.

Name changes are neither simple nor inexpensive. When Nissan decided to change its brand name from Datsun to Nissan back in 1984, its direct costs were said to be $500 million. It cost the company $30 million just to change the signs of 1,100 dealerships, as well as another $200 million to replace the “Datsun, We Are Driven!” ad slogan with a new campaign designed to build its new identity. Name changes should not be taken lightly because they carry innumerable costs, including the following:

  • Filing changes and paying the associated fees with your Secretary of State
  • Updating business registrations and licensing
  • Checking trademarks
  • Designing a new logo
  • Replacing signage
  • Replacing all of your advertising materials, from business cards to your website
  • Checking the availability of a new domain name (which may, in itself, determine or at least influence the new business name)
  • Taking measures to ensure that traffic from your old website redirects to your new site, without the new site needlessly taking a hit in its search engine ranking
  • Correcting listings on every website that references or links to your business

The website-related issues start with checking on the availability of a new domain name that will well-represent the new name of your business. To do this, you cannot simply enter a URL into a Web browser and presume that it is available because a website does not appear. You need to perform what is called a “whois lookup”, and a quick and easy way to do that is to go to https://whois.com/. If your first choices are already taken by similar businesses in other states, that might impact your choice of business name. Even without taking potential trademark issues into consideration, any businesses with the same name are going to confuse consumers looking for your site and will probably adversely impact your search ranking for years to come. Keep in mind that you do NOT want to settle for a non-dot.com variation of your desired domain name because too many people who see a .xyz, .dot, .fun, or .web URL will not recognize it and will type in the .com variation anyway.

In order to ensure that traffic from your old website will redirect to the equivalent pages on your new site, have your webmaster employ what are called “301 redirects”. These will seamlessly send visitors to your new site while signaling search engines to update their links. If you have a series of alternate domain names, either referencing the old or new business name, you will also want to set those up as domain aliases so they will direct visitors to your new online presence. Of course, you will probably want to reference the old business name on the new site, at least for a year or so. Something like “Welcome to New Campground, formerly Old Campground!” will assure people that they have arrived at the right place.

Updating the links on all of the sites that reference your business will be perhaps the most time-consuming and potentially frustrating, yet critical, process. It is important to maintain your continuing flow of incoming referral traffic. Some sites will require you to log in to your account, others will have an update form, and some others might require a phone call or email. In each instance, you will want to update your business name and Web address; however, while you are there, check to see if anything else should be updated in the listing. Start with the most obvious and important resources, then work your way down the list. For campgrounds, the list will include:

  • Your state association website
  • National ARVC and the Go Camping America website
  • Your listings with Google My Business and Bing Places for Business, which will also affect their respective online mapping resources, Google Maps and Bing Maps
  • Good Sam and the campground listings on GoodSam.com
  • Your Facebook page, including an update of your Facebook URL to reflect the new business name, and an update of your profile photo and cover image
  • Any other social media accounts that you are using
  • Campground review sites such as RVParkReviews.com, GuestReviews.com, and Campendium.com
  • Broader review sites such as TripAdvisor and Yelp
  • Your regional tourism agencies and local chambers of commerce, if you are members
  • Any other referring sites that show up as significant sources of traffic in your Google Analytics

Finally, there are literally dozens of local directory sites that you will want to at least try to update. Although few people actually use these sites as resources when looking for campgrounds, these sites are important because they can influence search engine rankings. You can attempt to update these listings yourself; however, some will charge a fee, and whatever you update might still be undone by one of the data aggregators that feed these sites their listing information. Alternately, you can go direct to the four major data integrators to search for and update your listings:

  • Factual
  • Axiom
  • Infogroup
  • Neustar/Localeze

There are companies like Yext that will provide this latter service of updating your local directory listings for a fee. Another option is Insider Perks, a company that specializes in working with campgrounds, and probably a better choice. With everything involved on this checklist, maybe that old business name isn’t looking so bad after all. One thing is certain, and that is necessity to consider all of the costs in advance of making such an important decision.

This post was written by Peter Pelland

“Domain Tasting” Is a Pretty Tasteless Practice

May 25th, 2010

For quite some time now, I have had a suspicious feeling that one of my increasingly frequent observations was far beyond a matter of coincidence. Have you ever performed a whois lookup to check on the availability of a domain name, confirmed that it was available, but delayed registration of the domain until a later time? Sometimes it seems reasonable to presume that a domain name might be so obscure and highly personalized that there would be no chance that anyone else might consider registering that same name for years, if ever. Well, it turns out that this would be a bad presumption because in far too many instances that domain name would be lost moments later. You will have been the victim of a practice known as Domain Tasting or Domain Front Running.

I had a small business owner call me on May 24, 2010. She said that her son was interested in having a website built for his construction business. She said that a friend had checked and that the domain was available on May 20, 2010. It was an obscure, three-word domain name. I double-checked by performing a new whois lookup, and I discovered that the domain had been registered on May 20, 2010 … apparantly moments after the original whois availability search. What is happening? More importantly, how and why is it happening?

It turns out that the practice is not new. A post by the Daily Domainer back in February of 2007 generated 191 responses, most of which pointed an accusatory finger at GoDaddy. Other blog posts have singled out Network Solutions for engaging in this practice. Together, these are two of the biggest names in the domain name registration industry.

Here is how it works: It seems that many unscrupulous registrars who provide whois lookup services (which are, in fact, provided by virtually every registrar) are selling the domain search data to domain tasting outfits which, in turn, register the domain name with the registrar. Over the next few days, they test (or “taste”) the domain to see if it generates any significant amount of traffic. If it does generate traffic, they will make money from clicks on their bogus landing page. If the new domain does not generate traffic, it might be turned in for a refund under the 5 day “grace” policy of some registrars. Everybody wins, except you lose.

In the old days, Cybersquatting was a common practice, where unsavory characters would register domain names based upon legitimate small business names or product names, with the intention of then selling the names at an enormous profit margin. Domain tasters, on the other hand, cannot be bothered with selling domain names because they are more interested in earning millions of dollars, a nickel or a dime at a time. The Washington Post published an exposé of this practice, titled “Entrepreneurs Profit From Free Web Names” back in 2007. If you are not familiar with the practice, old news is still news.

How to you protect yourself?

  • Do not perform a whois query – anywhere – unless you are immediately prepared to register the domain name. This cannot be overemphasized.
  • Do not ever “search” for domain availability using Address Bar Guessing. There are ISP’s (Internet Service Providers) who have been found to engage in the practice of selling Non-eXistent Domain (NXD) Data to domainers.
  • If you have just “lost” a domain name that you failed to register, go back to look for it in 5 days.

Further reading:
http://blog.domaintools.com/2008/01/google-to-kill-domain-tasting/
http://www.domainnamenews.com/featured/domain-registrar-network-solutions-front-running-on-whois-searches/1359
http://www.billhartzer.com/pages/network-solutions-registering-domains-after-availability-lookup/
http://blog.domaintools.com/2007/03/stealing-domain-name-research/
http://blog.domaintools.com/2008/01/network-solutions-steals-domain-ideas-confirmed/
http://www.eweek.com/c/a/Security/Whois-Hijacking-My-Domain-Research/
http://www.eweek.com/c/a/Security/Bad-Taste-Another-Way-ICANN-Blew-Domain-Registration/
http://arstechnica.com/old/content/2007/10/icann-probing-insider-trading-allegations-with-domain-name-registrations.ars

This post was written by Peter Pelland