Auction Arms is described as “the original online auction website devoted to guns and the outdoors.” Since inception, the company has used its AuctionArms.com branding for its website. According to Ammoland, the company recently underwent a domain name change, and it will now use GunAuction.com for its website.
The article quoted company CEO and founder, Manny DelaCruz, who said, “The new domain name is one that is more relevant to what we do online, and contains words that are more often searched for at the most popular search engines.”
This is something I stress when selling domain names to end user customers. A descriptive domain name can be easier to remember than a niche brand, and it can help with search engine rankings. If more people are searching for “gun auction” than for “Auction Arms,” and the company has a stronger ranking for the term, it will be beneficial.
It does appear that the company will retain its Auction Arms branding on the new website.