When deciding on a domain name, often the preferred choice is already registered and most people are not inclined to seek a potential buyout. A second option is to consider derivatives of preferred domain name. E.g. trinityriveronline.com. However, that approach can dilute your brand since ‘online’ is a generic keyword and has little to no added value. While most people and businesses want a “.com” Top Level Domain (TLD), it is not always feasible. The next consideration is alternative TLDs (ie .net, .org, .info, et al). In most cases there are no rules that prohibit using them for unintended purposes. A for-profit company can use .org and a non-profit can use .com. To some degree, the choice of a TLD is similar to a street suffix such as “Ave., Rd, St., Pl., and Ct”. - there is no material difference but perception can be an influencing factor in the final decision. Finally, there is debate over the value of choosing a keyword-based domain name like “best-camera-prices.com”. The consensus is that the little value it has for Search Engine Optimization is not enough to compromise ones brand. As evidence, the most successful, popular, and recognizable properties on the web do NOT use keyword-based domains. Yahoo!, Google, Amazon, eBay, YouTube, FaceBook, Twitter, and Bing.