Defensively Registering Domains: Psst, your park gate is open…

Reading Time | 6 Minutes

I encountered another billboard while on my home that made me think about the importance of defensively registering domains.

I was able to quickly and safely pull off the road to capture a snapshot as the billboard stuck out to me for a number of reasons.

The billboards’s blue, white, and black hues are simple in design and layout, having an appealing white call-to-action text on a blue background.

Next, the billboard contained the logo and blue text describing its services placed on a white background.

Finally, at the bottom of the billboard in white text on a background was the domain name and phone number.

Most importantly, the billboard was well designed and well positioned for the nearly 180K plus Austin-based drivers that pass it daily along highway 183.

Austin Sinus & Snoring Specialists

The one thing that stood out in my mind about the billboard was the domain name:  The ENT part of the domain caught my eye.

Not too long ago my wife and I had to take our boys to see an ENT, also known as a Ear, Nose, and Throat doctor.  The boys had frequent back-to-back illnesses that could possibly impair their hearing.

By the grace of God, all went well with the visit.  Both boys did not need surgery and have been chattering away ever since.

The danger in sinus and snoring symptoms left untreated

As it relates to sinus and snoring, there are many cases that don’t end up with happily ever after endings as ours did.

Nearly 50% of the world’s population snores at some point in their lives. With snoring more common in men, about 40 percent of adult men and 24 percent of adult women are habitual snorers.

Sinus and snoring symptoms are precursors to a more debilitating disorder known as sleep apnea. Sleep apnea can be a life-threatening disorder when left untreated.

Former NFL Hall-of-Famer, Reggie White died in 2004 at the age of 43 from a cardiac condition, having sleep apnea contribute to the deterioration of his health and lead to his death.

In fact, athletes, especially football and basketball, have a higher risk of sleep apnea because of their size.  Athletes are encouraged to evaluate their “Snore Score” on a regular basis (see below).

  • S: Snoring – Snoring is loud and frequent
  • N: Neck Size – A large neck of 17+ inches for a man and 16+ inches for a woman
  • O: Obesity – Body mass index (BMI) of 30 or more
  • R: Risk Factors – Diagnosed with Type 2 diabetes, high blood pressure or heart problems
  • E: Energy – Lack of energy, always sleepy or fatigued throughout the day.

Who is, and how well does it rank in search engines?

The domain name advertised on the billboard piqued my interest a bit.  Why, you ask?

Well, most doctors often use their the first and last name as their digital web presence (not recommended).

As usual, I opened a web browser and a way I went to typing and searching for keywords, keyword variations, domain names, and search rankings.

I encountered something surprising while searching using the exact phrase the billboard advertised: Sinus & Snoring Specialists.

To my surprise, ranked in the FIRST FOUR positions on page one of Google (using an incognito window to search).

Yes, outranked the following websites on Google’s page one search results:


Knowing Google put the kibosh on multi-listing page one results, it’s downright amazing that has multiple page one rankings.

In addition, has a Knowledge Graph Card listing (highly recommended for businesses to set themselves apart from the competition).Sinus & Snoring Specialists Knowledge Graph Card ranks well for the phrase “Sinus & Snoring Specialists”, they don’t rank too well for other sinus and snoring broad terms without adding “austin” to the search phrase (see related search image below).

This likely explains why I’m seeing PPC ads for when not searching locally.Google Searches Related to Defensively Registering Domains for Sinus and Snoring

However, when adding “austin” to the search phrase, the multi-listing search rankings appear in the top one and two positions in most cases.

Excellent job I might add by, knowing that the business is locally based and focused on the greater Austin area.

From a SEO standpoint, has done well in developing a mobile-friendly website with an aesthetically pleasing design.

Services pages were also written in an engaging and focused voice for each service offering. And I can’t forget their recently launched blog that contains updated at least once a week with very well written and SEO-structured content.

With matching social media profiles for Facebook, Google+, Yelp, and Twitter, has done quite well for itself having a fully optimized and search-friendly website.

Someone left the park gate open for registering Sinus and Snoring domains

Finally, a business with its act together. has a good domain and a very well designed, developed, and optimized website, ranking with multiple listings on Google’s page one results.

That’s all good and is serving the business well, but the park gate is wide open.  What gate am I talking referencing, you ask?

Well, I surprised to see that the park gate was left wide open after searching for local geo service domains and descriptive keyword domains.

If you’re reading this and own, then you might want to close the park gate by simply making an investment in playing defense with listed domains below.

If you’re the competition reading this, then I suggest you don’t wait to register available domains and shut the door on the competition.

Out of the 38 domains listed below, there are 28 available domain names available to be purchased. Some of the domains are available to be purchased at hand-registration fee too.

I know the next question you’re likely to ask:

What’s so special about the domains and defensively registering them?

For one, they won’t be in your competition’s hands and ownership to use against you. And two, do I need go any further?

It’s great that to have a primary digital web presence such as, but why not reap the benefit of owning and redirecting the domains to a primary website?

If you don’t think it happens, the attempt to typing into a web browser the geo service domains to see where they lead you:


Bingo! Now, do you get why it’s important to defensively register domains?

Oh and before I forget, two of the main domains that should defensively register are as follows:


I was in disbelief to see that both of those domains had not been registered at the time I searched, especially

One reason for registering is that it’s shorter than, and because it contains the “Sinus Snoring” brand.

You never want your brand to get in the hands of your competition, ever!

I recommend doing a bit of domain name research for your own company and descriptive industry keywords.

Make sure your business certainly owns it’s brands, and, if possible, own descriptive keyword domains.

If you need help forwarding and tracking domain redirection traffic, then please view my domain redirection video tutorial.

Big brands believe in defensively registering domains too…

As I close, I hope you see the value in owning keyword domain names that describe your business or line of business.

There are quite a few companies that use and redirect keyword domain names to their primary digital web presence.

In fact, Proctor and Gamble owns and redirects to it’s primary website.

And if you’re wondering about, is registered to an unidentified 3rd party and showing a pay-per-click links.

Be sure to do your homework when it comes to selecting and purchasing domain names.

Defensively register domain names where it makes sense, and don’t forget to forward/redirect and measure parked domains to your website using Google Analytics Campaign Tracking tags.

Not only will you feel clear and rest well, but you’ll set your business up quite handsomely for a healthy offline and online future! 😉

Alvin Brown
Alvin is a serial entrepreneur and digital strategist with an avid love for domain name consulting. As the Publisher and Editor-in-Chief of, his assignment is to ensure business and personal brands don't suffer the consequences of common domain name pitfalls.

As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.