Most people think about domains when starting a company. But there is another name worth protecting online: your own.

Choosing a domain name may initially seem like a small technical decision for a new entrepreneur. You come up with a name for your company, check whether the matching domain is available, register it, and move on.

For years, businesses built websites mainly for two audiences: people and search engines. Now there is a third audience to think about: large language models and AI-powered search tools.