What is DNS? (a plain explanation for store owners)

The phone book idea

Computers on the internet find each other with number-style addresses. People prefer names. DNS, which stands for domain name system, is the phone book that connects the two. When someone types yourbrand.in, DNS looks up where that name should lead and sends the visitor to your store.

You buy a domain name from a registrar, and then you tell the internet where it should point. That telling is done with DNS records.

Records, simply

A record is a single line in the phone book. Each line says "this name goes to that place". You will meet a few kinds.

• A record: points a name to a numeric address, like a house number.
• CNAME record: points one name to another name, like saying "same as that other entry".
• MX record: says where email for the domain should go. You usually do not touch this unless you set up business email.
• TXT record: holds a note, often used to prove you own the domain.

For connecting a store, you will most often add either an A record or a CNAME record, depending on what your store host tells you.

A tiny example

Say you own yourbrand.in and your store host says to point the name www to a certain address. You would open your registrar's DNS page and add a new line that says, in effect:

• Name: www
• Type: CNAME
• Value: the address your store host gives you

After saving, you wait. The change has to spread across the internet, which can take a little while, sometimes minutes, sometimes longer. During that wait the old setup may still show for some people, so do not panic if it does not work instantly.

Rules of thumb

• Always copy the values your store host gives you. Do not guess them.
• Remove or change a clashing old record if the registrar says one already exists for the same name.
• Change one thing at a time so you know what caused a problem.
• Write down the old values before editing, so you can undo.
• Do not delete MX or TXT lines you do not understand, as they may be keeping your email working.

Screens and wording differ from one registrar to another, so I cannot give a single set of clicks that is certain for yours. Use the registrar's help pages alongside the values from your store host.

Why it matters for your brand

A domain of your own makes your store feel permanent and makes your links easy to say aloud. The reasons are covered in own your domain, own your brand and your brand on its own domain. DNS is simply the plumbing behind that.

Common problems

• The domain still shows the old page. Wait a while and try on mobile data or a private window, since your own device may remember the old answer.
• Only one version works. Make sure both the plain name and the www version are set up as your host describes.
• A security warning appears. This often settles once everything has finished updating, but if it persists, contact your store host's support.

Where to start

Log in to your registrar and just look at the DNS page without changing anything. Notice the lines already there, take a screenshot as a backup, and then follow your store host's steps one line at a time.