Editorial Policy

Why this page exists

Most of what is written about domain names is written by someone with something to sell. Registrar pages are built around a checkout, and investor forums are written in a vocabulary no business owner uses. The person actually making the decision, a founder naming a company or an operator choosing between a city domain and a brand domain, is left without a reference that treats the choice as a business decision.

This page describes how we research, write, review and correct what we publish, so you can judge our material on something other than its tone.

Who writes here

Every article carries a named author with a profile page, and authors write only in their own area. Valuation and market analysis, brand naming and identity, and local business strategy are three different practices, and a byline that covers all three covers none of them.

Author pages state background and scope of expertise. If you want to know whether the person writing about domain valuation has priced domains, the answer is on their page rather than implied by the article.

How claims are supported

• Figures carry a source and a year. Market statistics, transaction data and search figures are attributed to a named organization with the year of publication, and we link the original report rather than a site that republishes it.
• We never invent a transaction. No sale price, client case, date or measured result appears here unless it happened. In this field an invented figure can end up anchoring a real negotiation, and that is the single rule we treat as absolute.
• Uncertainty is stated, not smoothed over. When a valuation range is wide, we say so and say why. When we do not know, we say that instead of filling the gap with a plausible number.
• Trade-offs are published alongside recommendations. Any article comparing two approaches states where each one falls short. An approach presented without its limits is advertising.

What we do not publish

• No guaranteed outcomes. We do not promise a search ranking, a successful acquisition, a resale price or a return on a domain purchase. Market conditions and the other party's position govern the result, and no article can change that.
• No appraisals dressed up as advice. We explain how valuation reasoning works. We do not publish a figure as though it were the value of a specific name.
• No domaining as speculation. Domains are discussed as business assets. We do not publish material on buying names to flip them.
• No competitor rankings. We do not name or rank competing marketplaces, brokers or registrars, including as sources. A ranking published by an interested party is worth what it costs to produce.
• No affiliate links and no paid placement. Nothing on this site can be bought. No article, mention or position is sold, and we accept no payment to feature a name, a tool or a service.

Where our commercial interest lies

We are not neutral and it would be dishonest to claim otherwise. We operate a curated marketplace of brandable domain names, a brokerage practice and a naming consultation. Articles link to those services when the subject calls for it.

What we hold ourselves to is narrower and checkable: an article states the case against a course of action as plainly as the case for it, and it says when the answer is to do nothing. An article that reads like a listing page has failed, whatever it earns.

Review and corrections

Articles are reviewed before publication against the rules above, and published pieces are revisited when the market, registry rules or the guidance they rely on change.

When we correct a substantive error, the article's last-updated date moves and the correction is described in the article rather than applied silently. Fixing a typo does not move that date: a modification date that changes for punctuation tells a reader nothing.

If you find something wrong here, tell us. Point to the article and the claim, and we will check it against the source. We would rather correct a piece than defend it.

Where our material stops

Everything published here is general information about domain names and domain strategy. It is not legal advice. Trademark clearance, disputes and anything touching on infringement belong with an attorney, and we say so in the articles themselves rather than only here. Our disclaimer sets out the limits in full.