How to name a Web-site?

The question on the name of a site arises at once after is made a decision on his  creation. As not many of newbies are well familiar with registration and use of domain names, with functioning DNS and Networks as a whole, we shall start with it.

The name of a site, or domain name (domain-name occurs from English domain - area, territory), allowing to identify a Web-site or an e-mail address in a network the Internet, is a unique alphanumeric designation which is a necessary element of the Internet - address. Under the international agreement to each country some code designation in length in two - three letters - the domain of the first level, or the domain of this country is selected. So, if the address of a site comes to an end on .US, it means, that the site (and consequently, the domain) is in a zone the USA.JP - in Japan, and .RU - in Russia. Besides there are some domains of the first level connected not with geography, and with an orientation of a site: for example.COM - for commercial.ORG - for noncommercial.EDU - for the educational organizations. The domain of the first level also name a zone.

Domains of the second level are given out to the enterprises and private persons in rent with annual payment for service, and in each zone domains of the second level are given out specially with the authorized organization.

The registered domain name depending on desire of the owner can be active or idle, that is used or unused. If the domain name is active, it contacts the IP-address - the unique digital address of a computer (host) on which the Web-site designated by a domain name settles down. As a matter of fact, the address of a site is his  digital designation, and the domain name is a mnemonic name which facilitates his  storing (and eliminates necessity of the reference{manipulation} to a site to his  digital address). That the browser has learned{has found out} the digital address, in the Internet there is a special service - a so-called Domain name system (Domain Names System, DNS) which automatically connects these names with digital IP-addresses and on the contrary. The given process is based on system of the servers named servers of names which remember the data connecting domain names with digital addresses. Each server of names is responsible for the zone and stores{keeps} the limited set of names and digital addresses. All servers of names are organized in hierarchy and connected to the root servers of names coordinating these data and allowing users to find the server, responsible{crucial} for that site of a network the Internet which they want to reach{achieve}. Such servers are called root because function at the uppermost level, serving unique root domain ROOT.

One of root servers is the authoritative server (root Z server), and on him the conducting{leading} copy of a file which identifies all domains of the top level is supported. The specified file is called as a file of a root zone and is copied on other root servers on the set algorithm. The root server directs search to the server of a zone which stores{keeps} the information on the names which are coming to an end, for example, on .ru, and, in turn, passes search to the third server - to what knows digital addresses for all names which are coming to an end on domain-name.ru.

It is necessary to note, that servers of names save in the memory results of the previous searches, therefore when the user will repeat the search will receive the digital address of a Web-site www.domain-name.ru from the nearest in a chain of servers of names, namely from the server of names of the local area network. Recordings in zones are responsible for transformation of a domain name to machine addressing (IP-address), define{determine} nejm-servers (Name Servers) for the domain and specify, what server accepts a mail for the given domain. To transfer a hosting (a physical arrangement, that is the IP-address of the domain) from one khostingovoj to another, it is necessary to replace the companies Name Servers at the domain that is usually done{made} on a site of the registrar of the domain (there where you registered the domain). We result{bring} links where it is done{made} at the basic registrars: NetworkSolutions (http://www.networksolutions.com/cgi-bin/makechanges/domain.mod <http: // www.internet-technologies.ru/? url=http%3A%2F%2Fwww.networksolutions.com%2Fcgi-bin%2Fmakechanges%2Fdomain.mod>), Totalnic (http://core.totalnic.net/cgi-bin/mod-dom-wizard1 <http: // www.internet-technologies.ru/? url=http%3A%2F%2Fcore.totalnic.net%2Fcgi-bin%2Fmod-dom-wizard1>).

According to hierarchy of servers domain names which will consist of the several fields divided{shared} by points are under construction also. The extreme right field is called as the domain of the top level, and further names of domains (subdomains) of lower level from right to left follow.

Each domain of the top level has a manager (named the manager of a zone), being the legal person responsible{crucial} for management and regulation of strategy of this domain.

The hierarchical structure of domain names can be presented as a tree. The full domain name comes to an end a point - "." (ROOT), designating a root of a domain tree (this finishing point is not visible to the user). Further from right to left on hierarchy there are domains of the top level, behind them - domains of the second level and, at last, domains of the third level, and domains of the third level are subdomains (subdomains) for domains of the second level, and domains of the second level are subdomains for domains of the top level. From each other domains are separated by points.

It would seem, not so important what will be the name of a site as the majority of users will get there under the direct link received from the search engine, or will use advice{council} of friends or means of dispatch. After that the page interesting the user will be brought in "Favorites", and access besides will be carried out directly - by and large, importance of a name for promotion of a site is strongly exaggerated. However well remembered name can help at forming a virtual image of a site and facilitate access to it  if the name will be typed{collected} on memory.

But for a different sort of firms and the organizations the question of a choice of the name of a site is more basic if presence in a domain name of trade marks and the registered trade marks is extremely necessary for them. Besides the image of the organization depends on the domain in many respects in opinion of partners and clients.

Hence, the choice of a domain name though is not the main question at creation and promotion of a site, but the certain value nevertheless has, that is why demands attention. Besides, it is impossible to forget and that many search engines (including popular recently Google) index not only texts of pages, but also names of sites. Undoubtedly, the rational grain in such approach is, as if in a pursuit of attendance it is possible "to hammer" in everything in contents of page or in the list of keywords it is improbable that the name of a site at all did not correspond{meet} to his  maintenance{contents}. And if the domain name in full or in part corresponds{meets} to search, the site will necessarily get in a top-sheet poiskovika so, appears more accessible by search.

At a choice of the domain it is possible to begin with the analyzer of searches in search engines and to see, than users is more often are interested by searches of similar subjects. The basic tool for similar researches among English-speaking services considers Wordtracker.com. Setting any word to this analyzer, you will see not only his  popularity, but also all associative terms more often used together with it  by search. With the help of the KEI-analysis popularity of phrases is defined{determined} also, and on most popular of them Wordtracker informs the researcher. You will need to register only the chosen word or a word-combination as a domain name for a new site. From Russian-speaking tools, avtomatizirujuhhikh selection of the necessary names, it is possible to name direct.yandex.ru and topping.com.ua which help to find suitable words and word-combinations. However, similar services are and at registrars of domain names. So, for example, service NameBuddy (http://www.webnames.ru/namebuddy.pl <http: // www.internet-technologies.ru/? url=http%3A%2F%2Fwww.webnames.ru%2Fnamebuddy.pl>) allows not only to search, but also to register suitable names. Check of availability of names is made instantly with the help of direct access to the database of the register numbering about 20 million of recordings.

Certainly, it is very good, when the name of a site short, idle time in a spelling, informative and remembered. However the Internet exists already enough for a long time, therefore in many areas simple and unequivocal names of domains have ended. So, almost all possible{probable} word-combinations up to three letters in all zones are already disassembled, and even more - less harmonious four-letter practically did not remain, is especial in the general{common} domains of the top level, such as COM, NET or ORG). It would be meanwhile extremely unreasonable to try to invent something abstract, superoriginal and not having - it will be better than any attitude{relation} to contents of a site let a name long, but adequate.

And now we shall see at foreign experience and we shall draw corresponding conclusions. How in a similar case Americans act, for example? The competition in the local market of domains is much higher than ours, and from a developed situation they have started to search for an output{exit} before us that is why had time to develop some recommendations and in practice to check up the majority of decisions.

Kiberskvotery (aggressors of domains)

First of all it is necessary to familiarize with foreign auctions on sale of domain names and with experience of local speculators - kiberskvoterov (Cybersquating is a registration of the popular domain with the subsequent resale under the overestimated price). In Russia too auctions on sale of domain names in the civilized market at official registrars so it is possible to use this means recently have appeared. In the same place it is possible to see{overlook} announcements of sale of domains which owners are for whatever reasons ready to refuse.

Usually as the name of the domain any brief verbal designation identified by the user with the owner of the domain is used. It is obvious, that it is the best way to use as names of domains of a word, a word-combination and even the small slogans anyhow connected to those names of the goods and services to which the created site will be devoted, or with benefits from their use. Thus the preference is given the words widely used in informal conversation (there are even special dictionaries of such words, for example « the Actual lexicon »). Certainly, kiberskvotery register most the general{common} names of domains and common designations. These network del`cy try to benefit by registration of a domain name to which have no the slightest attitude{relation}, with the purpose of his  resale to the owner of corresponding means of an individualization or other interested person. Domains kiberskvoterov usually are not active (that is the truth, and quantity{amount} of active domains in zones .COM.NET do not refer to any Web-site), but, and .ORG today exceeds 30 million.

Understandably, that such simple domains as BOOK or FILM, and to wait for their clearing first of all are engaged is unpromising. The similar domain - a magnificent active and in case of that the owner can always expose it  on auction and sell with the big benefit. However, it is possible to see registration of the most suitable domain which is already borrowed{occupied}, and to send his  owner the offer about pereustupke the rights (even if he is not kiberskvoterom), but it is necessary to mean: the the name is more popular, the the sum of indemnification will be higher.

In the given situation an output{exit} one - to add to key a certain additional, determining word. Thus, by the way, you narrow semantic loading, and it, in opinion of experts in marketing, much more effectively and gives more advantages in comparison with the expanded interpretation. For example, domain FILM can speak and that on a site films are sold, and about film-making process, and about discussion of questions of cinematography, and about many other areas anyhow connected to cinema. But such expanded interpretation does not define{determine} character of the information and does not do{make} any accents{stresses} on features of a content of a site. Thus will come to nobody in a head to do{make} in poiskovike the searches containing one only word FILM so, position of a site in the top-list will depend not on the name, and from as far as the content of a site corresponds{meets} to a determining word of search.

If search DVDFILM determining for word FILM will be DVD that is why position of a site in a top-sheet that will be higher will be made, than word DVD is $more often meets on conducted the indexation page of a site. Hence to name site DVDFILM if there there is a speech about sale of films on DVD-disks better.

But also such complex  names with popular determining words too will be borrowed{occupied}. In this case usually try to use hyphens, underlinings{emphases} or serial numbers. In particular, if domain DVDFILM is borrowed{occupied}, first of all there is a desire to use domain DVD-FILM or DVDFILM1. However experts do not advise to use such methods as first of all the domain should be remembered well. And if you will achieve it the visitor of your site not will neither search for it  in poiskovikakh, nor to address to "Favorites", and at once with ease will recollect the necessary name when he needs access to your site. Fixation of a domain name in memory of the user is considered the maximum{supreme} achievement of positioning. The matter is that, remembering different names, people lower{omit} such details as hyphens, underlining{emphasis}, serial numbers, etc., and instead of typing{collecting} DVD-FILM more often, they will simply type{collect} DVDFILM and will get on a site of the competitor. Thus the one who comes on your site off and on, at all will not pay attention to authorship, to changes in design and other details, having decided{solved}, that the new kind of a site is only result of his  next updating.

By the way, one more direction of activity kiberskvoterov is based on variants of a spelling of this or that domain (DVD-FILM/FILM-DVD) or on possible{probable} mistakes both in a set of the name, and in a spelling of the domain. For example, from the point of view of the user, wwwfilm and www.film is almost same, and from the point of view of a computer - completely different domains (film and wwwfilm). The given technology has received the name "tajpskvoting", here again, besides attempts to sell a domain name, there is also other calculation: if the so-called human factor generates mistakes in a set of supervisited{superattended} domains, it means, that at such the fake - double always there will be a steady attendance and consequently, there it is possible to have advertising. Moreover, only one advertising placed on similar domains, is quite capable to pay back expenses kiberskvotera on the maintenance{contents} of the domain - irrespective of, whether it will be possible to sell it  ever.

It is necessary to say, that kiberskvotery aspire to reception of treasured domains by any ways, and can apply even for already registered domain, giving registrars counterfeit documents. So in order to prevent interception of a domain name do not use services Whois (definition of employment of a domain name) on unfamiliar sites, and address only to official registrars and try to not disclose the information on the chosen domain name before official acknowledgement{confirmation} of registration of the domain that this information have not used unfair kiberskvotery.

If simple name to pick up it was not possible, especially be not upset (will be less problems in the future!), As the best domain can become a certain unique characteristic or the benefit anyhow connected to subjects of a site. Thus it is important, that the content of a site beat this characteristic and created the certain steady image strongly connecting the unique characteristic and the carrier of this characteristic in consciousness of the visitor. By the way, in this case your site will possess stressed influence on the user, therefore expansion of his  content on other goods or services will be unreasonable. It is necessary to understand precisely, that "razbavlenie" a content or, that is even worse, his  discrepancy to the declared domain will lower efficiency of a site to a minimum. And if you have declared, that at you on a site the certain subjects on all his  pages you should prove, what is it so is submitted. Thus it is important to achieve precise associations in consciousness of the visitor and to convince it  that your characteristic is really unique. Besides similar domains have essential advantage: narrow specialization in most cases allows to rise the price for the offered{suggested} goods or services.

The official data on number kiberskvoterov no. However, they also cannot be, as this phenomenon cannot be defined{determined} unequivocally. But there are statistical data RosNIIROS, the manager of the domain .RU which allow to judge indirectly scales kiberskvotinga in Russia. So, 77,3 % of managers of domains own one domain, two domain names are registered at 11,2 % of the managers, three domains 4 % of the managers, to four - 2 % own. In conducting 1,2 % of managers are at once on five domain names. From 5 and up to 20 domain names 3,4 % of managers, from 20 up to 45 - 0,5 %, from 45 up to 100 - 0,1 % dispose. And only less than at 0,1 % of managers it is concentrated in one hands over 100 domains of the second level. The maximal number of the domains registered on one person, makes 1047.

In case of registration of a domain name through the organization giving services on registration of domain names (the Internet - servis-provajdery, Web-khostingovye the companies, etc.), is recommended to study carefully conditions of the concluded contract regarding registration of the domain. In particular, in the contract obligations of the organization on registration of the domain of the second level in a zone .RU for your name should be fixed. Besides the domain of the second level, for example in a zone .RU, should look only as domain-name.ru, and the domain of a kind www.domain-name.ru (do not confuse to the Web-address of a site!) is the domain of the third level and is not subject to registration. Hence, the link to the domain www.domain-name.ru in the contract with the unfair provider does not guarantee to you registration of a domain name domain-name.ru for your name.

The order for registration of the domain of the second level should be made from your name (under your contract) - only in this case you will be specified as the manager of the domain who posesses all rights of use of the registered domain name.

The removed domains

For anybody not a secret, that many good names already for a long time are registered, however not everyone know, that according to the rules of registration in the same zone .RU tens domains which prolongation is not paid by owners every day are released{exempted}. In particular, on a portal the list just released{exempted} domains of a zone .RU among which many can find and register the necessary name WebNames.ru is daily published. From other popular tools it is possible to name DeletedDomains.com and similar sites which show delayed on payment and recently removed domains.

Such domains have already been registered and even, probably, advertised, but for any reasons their terms of rent have not been prolonged. Many of these domains are untwisted enough and have passive inflow of visitors. It is necessary to say, that on similar sites conduct the hunting and kiberskvotery, trying to catch possible{probable} popularity of this or that name.

Registrars of domains often offer services under the notification about released{exempted} domains - in a zone .RU such subscription to year costs{stands} about 10 dollars. Having subscribed on the specified service, you can get access to the list of domains in a zone .RU, released{exempted} next day, and to submit the application for registration of the released{exempted} domain. The application will be sent within several minutes after clearing the domain.

National and multilingual domains

It is necessary to envy a clear advantage what Americans and other English-speaking users possess at a choice of domain names. As is known, domains until recently were typed{collected} in English so, it was possible to use only English words and word-combinations (and even the countries where it is applied latinica, the use of words in which the letters which are not included in English alphabet) are applied have been compelled to avoid. It is possible to transliterate, certainly, latinicej words and letters of Russian alphabet but then we shall lose the main advantage of a domain name - an opportunity of indexing on it  in the search engine.

Besides very few people from our users can represent without mistakes a latin transliteration of some Russian letters (JU-sh, ju-tch, ª-zh, n-ia, etc.), and it means, that many Russian words in structure of which there are similar letters, in a domain name it is better to not use. Besides it is necessary to avoid hyphens, the underlinings{emphases}, figures badly remembered to a combination and letters - they will make transkribirovannoe expression even less remembered.

As well as in a case with English-speaking zones, the most effective for us will be domains in which names it is hinted at unique characteristics or benefits of the offered{suggested} goods and services. Thus of word, which will be included into the name (even transliterated latinicej), should be in themselves simple, easy in storing and often used in daily speech. So, instead of English CINE it is possible to use KINO, and such replacement for a zone .RU will be, probably, even more effective. If such name is already borrowed{occupied}, for word KINO as determining words it is possible to choose both transliterated Russian, and original English, for example KINO NA DVD. The site with the domain kinonadvd.ru will be not only it is easy to be remembered, but also the name precisely to identify the goods or service, and also that audience to which he is inverted. The similar name can be used subsequently in advertising, and it is considered the keystone to success.

Not less significant problem connected to a latin spelling, use in domains of concrete names and names, in particular names of firms and trade marks is. As the majority of our firms and firmochek are registered in Russian spelling at the organization of a site they try to present first of all as the domain the name of the firm. In result, as against the foreign (international) companies, the owner will be exposed to constant risk to lose the domain as he is not simultaneously the owner of the same trade mark on latinice and cannot challenge in court of the right for a transliterated name. Besides hardly such names as Krasnyjperec or Serpimolot, will precisely be recorded in consciousness of the visitor of a site or will remind him of the domain which he will see among tens bookmarks of the browser. For the same reason it is not necessary to use in domains obscure abbreviations and reductions such as AOZT, ZHKH, PBOJUL, etc.

As you can see, for use of a roman type at a spelling of Russian domains it is a lot of every possible restrictions, therefore, obviously, it is necessary to choose only very simple and easily typed{collected} latinicej words or in general to proceed{pass} to registration of domain names on cyrillics.

Multilingual domain names are the names submitted by symbols of national alphabets. More than 665 million Internet users in the world is used with English-speaking domain names for Web-and e-mail-adresov, but 63,5 % of users of the Network do not speak English, as on the native language. Therefore today English-speaking domain names should not be unique means of addressing in the Internet.

The monopoly latinicy in the World wide web has been broken already enough for a long time - in 1999 the politics of support IDN (Internationalized Domain Names - multilingual domain names) is proclaimed, and since November, 2001 registration of domains and in Russian began. By the beginning of this year only in two largest domain zones - .COM and .NET - already contained more than 350 thousand multilingual domain names.

The first development of a multilingual domain name system (IDNS) was begun by participants of the research project of National university of Singapore under protection of Asian - Pacific network association (APNG) in 1998, and one year later, together with APNG and network information centres of China, Japan, Korea, Hong Kong, Taiwan, Malaysia, Thailand and Singapore, this technology has been successfully tested. Results have been declared the same year at Asian - Pacific conference of working Internet - technologies (APRICOT) in Singapore, and also at annual conference of Internet - community (INET) in San Jose.

At support General Atlantic Partners the corporation i-DNS.net International , putting the purpose to make decision IDNS a commercial reality. Being pioneer IDN, the company i-DNS.net, being guided by working standards and recommendations IETF, has developed{unwrapped} the multilingual name system basing own network of root servers in 1999. These servers i-DNS.net, being transparent for usual names, provide functioning zones for domains of the top level in Chinese, Japanese, Korean, Arabian, Russian languages, in a Hebrew and in other languages which are distinct from English.

Registration completely multilingual domain names in Chinese language has been started by the company i-DNS.net in December, 1999 on Taiwan - in first four days after opening registration has been registered by 90 thousand names! Within the next year multilingual domain names have won a recognition of Internet - community in China, India, Thailand, Egypt, Israel and the USA. In May, 2001 the company RegTime.net, the official registrar i-DNS.net, started registration completely Russian names from zones .KOM.NET and .ORG, having opened thus new opportunities for development of the Internet in Russia.

Company Microsoft has already accepted standards of translation of addresses on national languages, and software for transition of sites to Russian for a long time are developed. Now to the Internet users, wishing to expand the opportunities with the help of a multilingual name system, it is necessary to establish on the computer free-of-charge a program - plug-in, carrying out transformation of multilingual names and directing searches through system of root servers i-DNS.net. Today there are some such plug-ins for browsers. One of them is distributed by company VeriSign (i-Nav, see on http: // www.idnnow.com/index.jsp? partner=000042_2 <http: // www.internet-technologies.ru/? url=http%3A%2F%2Fwww.idnnow.com%2Findex.jsp%3Fpartner%3D000042_2>). There is also a domestic plug-in iResolve (http://www.webnames.ru/iResolve/iResolve.pl <http: // www.internet-technologies.ru/? url=http%3A%2F%2Fwww.webnames.ru%2FiResolve%2FiResolve.pl>) which supports addressing and hyperlinks on Russian-speaking domains.

After end of process of standardization IDN transformation of multilingual names from UNICODE in ACE and back will start to be carried out directly by applications (MS Internet Explorer, NetScape Navigator, etc.) and will be completely latent from the user, and the multilingual name system of the Internet will continue functioning directly on authoritative root DNS servers.

Though cyrillic domains yet have not received a wide circulation and did not become so popular to break habitual for our consciousness an image of the domain, but in process of expansion in the Internet of the business directed on a home market, Russian-speaking domains will be more and more claimed then it will be possible to use to the full foreign experience of a choice of domain names.

For example, it will be possible to go on direct.yandex.ru or topping.com.ua and to lead{carry out} the analysis of searches by a word interesting you. Together with results by this word the most popular determining words will be submitted to you. You will need to choose the most suitable combination from the submitted combinations only. Thus Russian-speaking sites, which names are written by cyrillics, will be correctly indexed poiskovikami so, it is possible to expect at once conformity to searches by name. It is necessary to think only of associative expressions, about determining words, to pick up the most popular expressions in people, and then to write down some variants, to interrogate friends and colleagues, and toward the end to choose the most typical name.

Choice of a domain zone

As to domains of the first level (domain zones) on this question here there are the most various opinions, at times even polar. Certainly, many count the most favourable the domain .COM: first, it is the most mass and old domain in the Internet; second, in the international plan this domain is universal, that is him  can use in all countries; thirdly, it is the most suitable domain for a designation of commercial activity of a site; and at last, such popular browser as Internet Explorer, has support of .COM-domains at a level of shortcuts. So, for a fast set of the domain .com in IE it is enough to type{collect} the name of a site () and to press combination of keys CTRL+ENTER, at once to add to the specified name necessary attributes of the domain http://www and .com - and any .BIZ.INFO.NET.ORG and .RU, it is as though cheap they cost, such property do not possess.

However all set forth above in any way does not justify so quivering attitude{relation} of users to .COM-domains. Here again it is necessary to reject both standard in the West, and hurrah - patriotic sentiments, that is to remain in this question the pure{clean} pragmatist. Understandably, that the domain .COM more pathos, but the national domain defines{determines} an accessory{a belonging} of a site and the special attention of users draws. Besides at registration of domains .RU and .SU the registration data are supervised, owing to what it is impossible to register the domain anonymously or with use of incorrect / nonexistent properties of the owner - hence, to such sites it is more than trust. For registration of other domains of any documents to give it is not necessary. If to speak about other domains of the first level it is possible to beat, in particular, used zones as the termination{ending} of words, that is the domain pisem.net can be more convenient for storing, than pismo.ru or letter.com.

Besides in the Internet constantly there are new domain suffixes (domains of the first level), not concerning to names of the countries and expanding the list from four popular domains (.COM.GOV.ORG and .NET). So, since 2001 seven new domain names of a highest level have been entered: .BIZ.INFO.NAME.PRO.MUSEUM.AERO and .COOP, approved by board ICANN - the noncommercial organization responsible for purpose  of addresses and names in the Internet. Board ICANN consisting 12 person unanimously has voted for this decision. Thus 40 more variants of suffixes have been rejected, switching .XXX and .KIDS. Besides with the advent of an opportunity of registration of national domains such suffixes, as .RU.KOM.NET and .ORG were added also, which are convenient for applying to cyrillic domains to avoid switching registers on the keyboard.

In the majority of domains of the top level domain names are registered by a principle « to the first addressed ». The domain .RU is the open domain, that is in him registration of domain names for legal and physical persons, and also for non-residents is authorized. Registration is carried out in zajavitel`nom the order - the first received application for registration is registered. The choice of a domain name and his  use are carried out by the applicant. Preliminary check of domain names declared to registration on conformity to their any objects, including objects of exclusive rights, is not spent.

For the first time in the international practice with a problem of the attitude{relation} of a trade mark and the domain owners of well-known brands have collided{faced}: when they have decided to offer the goods for sale through the Internet, appeared, that to conformable their trade marks domains are already registered kiberskvoterami. Then also the opinion that the party  which is already taking place under protection of the law on protection of a trade mark, can lawfully apply corresponding measures against the person subsequently registered a domain name and using it  in commercial objectives concerning those kinds of the goods or services which are protected by the rights to a trade mark was generated.

However in itself registration of a domain name cannot be considered{examined} as use of a trade mark as domain names are wider concept, than trade marks, and are not limited to territory or the certain classes of the goods or services. Domain zones cope the authorized companies - managers of domains of the top level. Domain names in them are registered according to the rules accepted for the given zone (for example, in the Russian national domain the order of registration of domain names is determined « by the Rules and tariffs for services on registration of domains of the second level in zone RU »).

In zones .COM.ORG.NET and in other universal and some domain zones Uniform rules of consideration of disputes on domain names (Uniform Domain Name Dispute Resolution Policy, UDRP), accepted by Internet - corporation on distribution of address space of a network the Internet (ICANN) operate on the basis of recommendations of the World organization of intellectual property (VOIS). In this document intentions of the party  are in detail considered{examined} at registration, and also ways of use of a domain name which should be counted unfair are defined{determined}: the circumstances specifying that the respondent has registered a domain name with the purpose of sale to the owner of a trade mark or with a view of to prevent activity of the competitor.

Many owners of domains state fair fears, that the order of the resolution of conflicts concerning names of trade marks and domains can lead to to that some extraneous persons can unfairly register already untwisted domain name as a trade mark and to show{present} unreasonable claims. This problem is not new and in materials VOIS has received the name « return capture of the domain ».

Therefore, according to same rules VOIS, the owner of the domain can prove the rights on the domain if he used the domain before reception of the notice on dispute for the diligent offer of the goods and services or if the respondent is widely known on a domain name or if the respondent lawfully and honesty uses a domain name without intention to take commercial benefit.

The opportunity of application of the alternative order of the resolution of disputes is stipulated also by the Russian legislation. So, dispute has the right to pass to the sanction of the arbitration court or the international arbitration the parties{sides}. Since April, 10, 2002 changes in the text of the rules have come into force. According to item{point} 4.16 cancellation of registration of the domain now is made also under the decision of court, « recognizing administration of the domain by his  manager by infringement of the rights of the claimant or forbidding use in a domain name of a designation, the rights on which the claimant » possesses. The given changes as practice shows, simplify procedure of execution{performance} of judgements for those persons, whose rights have been recognized broken in the judicial order as a result of use by the manager of a domain name of object, the rights on which the claimant possesses.

In a zone .RU there is more than 200 thousand domains, and every year their number grows by 70-80 %. The majority of contracts has been made with the Russian scientific research institute of development of the public networks (RosNIIROS), answering for development of rules on registration of domain names in a zone .RU. However since January, 1 of next year RosNIIROS will stop to carry out functions of the registrar of domains of the second level in the domain .RU and will reserve only functions of technical support of system of registration and DNS-servers of a zone .RU, and also activity on registration and technical support of geographical domains and domains of the third level in general purpose domains .ORG.RU.NET.RU.PP.RU.COM.RU. The second-largest registrar in Russia is the Regional network information centre

The overwhelming majority of registration of domain names in a zone .RU falls at Moscow (more than 70 %), further go Saint Petersburg (approximately 6 %). Thus about 60 % of owners of Internet - addresses in a national zone of the Russian Federation are legal persons.

As you can see, if to a choice of the domain to approach{suit} seriously it is not so such simple problem  as can seem at first sight.