What is a “domain name” and why is it an identity issue or a reputation protection concern?
A domain name is what most people call a “web address.” It is the name-dot-extension such as securesurfing.net that not only serves as web page addresses but also forms the root of e-mail addresses, ftp services and so on.
It is an identity and reputation concern because if others are using your name or a variation of your name or your businesses name, then their actions can and will be easily attached to you. Even non-malicious actors such as people or businesses with the same or similar name posting material that is otherwise innocent, may be damaging your reputation. JohnDoe.com could be legitimately propounding communist viewpoints because that John Doe believes in them. But without any action on your part, search engines will serve up that web site to anyone trying to get a fix on who you are and what you stand for.
Employers, potential customers, suppliers, these days even someone considering going out on a date with you, all these important entities may and usually do use the web to check you out.
What can you do about it?
You can do nothing to force someone to give up a domain name they legitimately registered and unless it is a registered trade mark that you own, it is a complete waste of time to try to force the issue. So you have two approaches.
First you or someone acting on your behalf can make an inquiry if the current owner is interested in selling the domain. The challenge here is that non-professionals usually have an inflated idea about what the domain is worth and professionals have invested time and money into employing the domain name. It is rare to get where you want to go with this route unless you are prepared to spend more money than we think is necessary.
The second approach is both less expensive and simply easier. Register your own domain that is the same with a different dot ending (called the TLD for “top level domain) so for example, johndoe.info, johndoe.us, johndoe.org or with the same TLD, presumably dot com, but using a name that is not exactly the same, but accomplishes the same purpose. For example, johndoeonline.com or john-doe.com or johndoekansas.com.
The purpose is to get a domain name that contains your name, but is not necessarily actually your name. You can then build a web site that with the correct content will always be returned in search engine results so that searchers will know that, at minimum, there is more than one such site, and if your page is properly optimized, is most likely to be the first one viewed.
More to the point, you will always be able to refer any potential relationship to your own site with an obviously meaningful domain name.
