Name Appraisal and DNI Score
Index (DNI) Score:
||July 9, 2013
and DNI Score Analysis
Every domain name is unique. While
the ultimate value of a domain is
determined by the final price that a
buyer and seller agree upon, many people
wish to obtain a greater understanding
of a particular domain's inherent value.
With this in mind, Afternic has
created an unparalleled and proprietary
Domain Name Index Scoring & Monetary
Valuation System. This appraisal
includes both an Index Score and
Monetary Valuation, based on domain
valuation data from our 17 years of
experience in buying and selling domain
The domain name you have submitted
for appraisal has been reviewed,
measured and ranked across multiple
criteria by our domain valuation
experts. With each appraisal metric we
benchmark using similar domain sales and
current listing prices. Each domain is
categorized and measured versus the
known valuation of other similar domains
and given a Domain Name Index Score
(DNI) and monetary appraisal value.
The DNI score is comprised of the
following value metrics: the Domain
Attributes Value, the Market Value and
the Commercial Value.
Domain Attributes Value
TLD is short for
"Top Level Domain", and refers to
the extension found at the end of a
domain, to the right of the dot.
Com, Net, Mobi, and EU are all
examples of TLDs. Certain TLDs have
higher intrinsic market demand than
others, and therefore the extension
of a particular domain is a driver
of a domain's value.
- Domain Length.
speaking, the fewer the number of
characters in a domain, the higher
the value. The reason for this is
that short domains are usually
easier to remember for the visitors
of a particular website. In most
cases, if a domain name is of a
memorable nature it will have a
higher value than a longer or less
- Alphabetic vs.
names that contain solely letters
are in greater demand than domain
names that contain numbers or
- Market Demand.
metric measures the volume of
potential buyers for a specific
domain name. Measurements include
number of registered alternative
TLDs for the name, the number of
internet advertisers for a specific
term, and other market demand
- Search Engine Term
are more commonly used within
leading Internet search engines.
Commonly used terms are indicators
of domain demand and value.
- Commercial Value or
potential for a domain name is a key
driver of domain name. One word
memorable domains (i.e.
Photography.com, Decide .com) or fun
sounding names (i.e. Bullhead.com)
often have higher inherent demand
and value than less intuitively
more widely spoken the domain
language, the greater opportunity
for commercial application for a
are many other domain
characteristics that influence
domain valuation, either positively
or negatively. Examples include
domain subject matter, current
events, seasonality, pop culture or
any other of a number of
comparatively minor value drivers.
Name Index (DNI) Scoring
The DNI Score is the sum of the
individual scores a domain receives for
the attribute values described above
(Domain Attributes, Market and
Commercial). It is based on a 1-100
scale with 1 being the lowest and 100
the highest. Appraisal values are
primarily determined based on this
score. They do not take into
consideration unknown factors such as
traffic volume, parking revenue and
other forms of monetization.