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Why you need 3,643 domains just like President Donald J. Trump

Donald J Trump Smirking

Back in October 8, 2013, I wrote Playing the Online Reputation Shell Game. That article was about what to do during and after an online reputation attack vis-à-vis Milo Yiannopoulos.

What Donald J. Trump‘s online reputation agency did is called search engineering, starting by preëmptively creating enough content and registering enough domains names to be able to control as much of the first three pages of Google well in advance of any sort of reputation attack, whether self-inflicted or initiated by an enemy, competitor, or lover scorned.

Here’s some background:

We in the business call this armoring — and too few high-wealth individuals, high-profile individuals, brands, politicians, celebrities, companies, or families ever spend the small sums of money, over time, in the front end to do this sort of crisis preparation — they always wait until the shit hits the fan before they need to pay $15,000-$30,000/month to Status Labs (super-awesome company and the best at what they do) in order to fix a cascade of negative search results on Google (and, I guess, across Bing and Yahoo).

And, I’ll be honest, there’s nothing worse than realizing, after you really need it, that the domain name of your dreams is owned and operated by a squatter or for sale for an ungodly $4,000 premium charge instead of even NetSol‘s insane $30/year train robbery. And if you think holding the trademark, copyright, or the license for your own brand or business, kicking someone off of a squat isn’t as easy as you’d think — not even Trump could kick someone off and

Donald J. Trump is a shrewd billionaire who’s obsessed with his immortality. Maybe proactively registering 3,643 domain names is a little excessive at at the very least $10,892.57/year — probably close to $30k/year. He registered domains that are defensive like, practical like, and aspirational like (since 2012!).

At the very least, if your name is Chris Abraham, try to get,,, and, for the Euro market that loves the dash/hyphen, Same with your corporate entity. TNI does the same thing, “Even Tech News Inc owns,, and All of these will point you towards the home page.”

And even if you leave the majority of your domain names parked, like the The Trump Organization has done, that’s OK. You’ve taken them off the table. It’s called Online Reputation Management.  If you have the time and resources, you can create a landing page, a digital brochure, that is separate than your main HQ website but more specific and targeted than your main site. The strategy behind this is to try to control your products, your services, and your brand across as many of the 30-results spread across the three default-10 results pages that Google serves.

But don’t worry if you only have enough money to cover your ass (CYA) and not enough to create a unique page for everything. As I suggested last week, buy domain names for all your pages, products, and services, just forward and redirect all the domains that can easily map onto a deep page on your websites; and, if you have someone’s name that you’re proactively registered and they don’t have a site yet, just point it at their LinkedIn profile.

Really, it’s all worth it. Even if you go for a full Trump, most companies spend more than $10,000/year on rent. You can surely own hundreds of domains for just $299 for 100, $598 for 200 — and it’s a year, not a month, Network Solutions (you domain name price gouger!).

How much do you spend on rent? On your car? On gas? On business insurance? How much do you spend on ephemeral advertising across print, digital, etc? How much did you spend on your website? Well, if you’re smart and quick and care about your online brand, armoring and arming yourself with domain names is a very cheap thing to do. Stay away from Network Solutions as they’ll charge you $34.92/year instead of $2.99/year at GoDaddy.

OK, I will admit that the hundreds of domains I own are quickly bankrupting me, but it’s really more of a slow bleed rather than a kill shot.

There are so many other Chris Abrahams. I thought there was just me. Of course, there are loads of Mark Harrisons and John Smiths, but Chris Abraham?  But in a global marketplace, all the Chris Abrahams want all the, etc, domains. Luckily, I bought mine back when it was called the InterNIC and domains were free! Maybe back in 1993.

Do you own the domain name for all your products? Do you have the domain name for the products and services that are in development? Do you or your staff own all their How about your board members and your C-Suite. Hell, the moment you name your child, grab that domain (I would name a child based on availability, actually — a real reason for unconventional names). Go git ’em while the going’s good and before you need them. And don’t limit your research to only .COM top-level domains (TLD). Explore international domains, if you’re legally able to grab them, and also explore the hundreds of unique TLDs that have sprung up over the last decade.

You don’t need 3,643 domains yourself but you need to think about what you do and don’t own, come up with a list of all the intellectual property, corporate assets, and personal brand that you don’t have locked down while the going is good. Well before any crisis, but surely before speculators come in and take your good (domain) names, squatting and generally never needing to relinquish any of them to you. And, maybe consider opening up your check book to get the domains you want that are for sale.

Chris Abraham

Chris Abraham, digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, Wikipedia curationsocial media strategy, and online public relations with a focus on blogger outreachinfluencer engagement, and Internet crisis response, with the digital PR and social media marketing agency Gerris digital. [Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call with me] A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and adviser to the industries' leading firms. Chris Abraham specializes in web technologies, including content marketing, online collaboration, blogging, and consumer generated media.  Chris Abraham was named a Top 50 Social Media Power Influencer by Forbes, #1 PR2.0 Influencer by Traackr, and top-10 social media influencers by Marketwire; and, for what it’s worth, Chris has a Klout of 79 the last time he looked. Chris Abraham started doing web development back in 1994, SEO in 1998, blogging in 1999, influencer engagement in 2003, social media strategy in 2005, blogger outreach in 2006, and Wikipedia curation in 2007. Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call. If you want to know the services that Chris offers check out Services If you want to work with Chris use the Contact Form You're welcome to follow me via Social Media You can learn more about Chris over in About Chris writes a lot so check out the Blog Chris offers webinars so check Events

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