4595284293_990cc87346_mLast Friday, ZDNet‘s Larry Seltzer talked about Web.com‘s decision to automatically put some of its clients into an $1,850 program to lock down domain names so these names can’t be transferred or changed. It seems that Web.com changed its policy a day later so customers would have to be opted in to this new system. But why is this system even necessary?

In the past, internet domain control panels have been hacked and the domain stolen from the rightful owner. In one ’09 case, criminal charges were filed and the party was swiftly arrested. The new Web.com system adds a 2-factor authentication system: A registrar receives a request to change the domain and calls an authorized person who presents a pin number in order for changes to be made. The system is useful, if dreadfully expensive, but elicits a point close to our hearts here: what happens if someone registers a domain similar or identical to yours and starts ranking in search engines?

They take hard-earned business from your site and cost you time, money and effort. In the last year alone there were more than 5,000 arbitrations related to domain abuse – and those cover only a small fraction of the actual problem. Surely you’d want to know if someone took a variation on your domain within 24 hours of its occurrence! And if you have a registered trademark for your business wouldn’t you want rights and protections so that you have a “right of first refusal” when a new domain extension (.web, .store, .club, et al) launches?

Locking or protecting a domain at the registry level is important, but it won’t help protect against the most common ways that infringers use to hurt your brand and profit from your good name. If your interested in getting sophisticated online brand protection for your company at a price point that make sense then contact us and get started...