Have you ever tried naming something?
Coming up with the right name - the moniker that will help shape the recipient's destiny - can be paralyzing. While Shakespeare may have contended that a rose would smell just a lovely regardless of how it's called, you're probably not so laissez-faire when naming your fledgling business.
Previous name-finding exercises for my other business ideas were fraught with substantial anxiety. Which is why the Mercartto naming effort came as a pleasant surprise when one day it just glided into my consciousness.
"Hmm," I thought. "This makes sense."
And the name does make sense, at least academically:
1. It's a play on the word “market” used in English, Spanish, Portuguese, Italian, French, Dutch, German. Mercartto is a market for art, but it's not so restrictive that it couldn't encompass other products as well.
2. The name contains the word “art”, which is not only a reflection of the products sold, but should also be relevant for search engine optimization (SEO).
3. At 9 characters, the name is relatively short, useful for social media microblogging.
And when I explain this to those who are curious enough to ask and patient enough to listen, they get it.
Well, not always everyone. And not Google.
Toronto has a successful local Italian restaurant chain that uses the name Mercartto but without the second "r". So if someone Googles "Mercartto", Google tries to be helpful:
No, Google. It really is Mercartto, not Mercatto I'm looking for.
How do I fix this? According to my research, this will come with time. The more Google recognizes that the art business is Mercartto, and the more press we generate, eventually Google algorithm will get it.
In the meantime, I continue to persuade Google that Mercartto is not a misspelling, but a bona fide ecommerce business that is trying to bring more art into the world....