About (Generic Domain
Names
101)
This website is the marketing effort of a Private Domain
Broker. In addition to brokering Premium Generic
Domain Names, I have 11+ years experience using like quality
domains in multiple eBusiness efforts, primarily in eCommerce.
Given widespread firsthand experience, I cannot overemphasize
the importance of obtaining the most relevant generic domain
name(s) related to your enterprise in conjunction with any
online effort.
Introduction
Each day, more and more consumers migrate online as their lives
become more web-centric. The simple fact is that the internet
has become an invaluable tool in the execution of our daily
lives. Widespread adoption of internet and email enabled cell
phones (Blackberry, iPhone and similar) continue to fuel this
momentum to new levels. A 100% "wired" mobile
population is fast becoming our future. Businesses of
all sizes must accept and embrace this reality if they are to
remain competitive. To this end, premium generic domain names continue to be the
"ultimate difference maker".
Generic Domain Names
Generic domain names are domains consisting of search phrases. For example, consumers searching
for blood pressure monitors largely use the search phrase "blood
pressure monitor" or "blood pressure monitors". While
phrases like
"best blood pressure monitors" may be used, corresponding
search counts are inconsequential in comparison to the "root"
search phrase.
What makes a generic domain name a "premium generic domain name"
is it's proximity to the root. Consequentially, there is a
finite number of premium generic domains available. Premium
digital real estate, as with physical real estate, is all about
location, location, location.
Search Engine Optimization Wars
Search engine algorithms factor in a websites domain name as part of their
function. A website using a generic domain in conjunction with
competently engineered Search Engine Optimization (SEO) will, in
most instances, rank very high in search results.
Search Engine Marketing Wars
Search Engine Marketing (SEM) pertains to online marketing
efforts such as Pay Per Click (PPC). PPC ads displaying domain
names matching and/or closely related to the search phrase are very
effective in the minds of consumers.
Type-In Traffic
Type-In Traffic, also known as Direct Navigation, is the action
in which consumers bypass search engines entirely
and enter the search phrase directly into their web browser and
add .com. Consumers assume that a premium generic domain name
will belong to an industry thought leader. It is estimated that up to 20%
of internet traffic is type-in traffic.
Citing blood pressure monitors again,
BloodPressureMonitors.com is a comparison shopping marketplace
specializing in blood pressure monitors. The site displays the
largest selection, the most popular brands, and the lowest prices from leading online merchants.
Brand Awareness
Fact- Businesses invest a significant amount of time and money
related to brand building. Fact- The bulk of internet searches
are generic in nature. By staggering margins, online searches are generic phrase driven, not brand
phrase driven.
Again, more searches are conducted using the phrase "blood
pressure monitors" than those incorporating a manufacturers
brand in conjunction with the search- "brand X blood pressure
monitors". In deference to the most dominate global brand within
the consumer blood pressure
monitor niche, the search counts are not even close.
Expanding further, factor in other closely related searches and the
numbers become even more overwhelming- automatic blood pressure monitors,
digital blood pressure monitors, manual blood pressure monitors,
and wrist blood pressure monitors.
If you are a manufacturer or reseller of blood pressure
monitors, it would be in your organizations best interest to
possess as many similar quality domains as possible. Simply put,
own the relevant domain properties, own the category.
Online Consumer Credibility
Forward thinking industry leaders use premium generic domain names
to augment as well as protect their existing brand(s). Their use lends to instant
credibility with online consumers.
It is important to note that entities routinely own domains that are held by nominees (masking
ownership) until needed. Furthermore, it would be immensely short sighted to suggest that the
domains exampled are
not of strategic importance related to brand protection. Or
that they wouldn't represent a significant threat if possessed by
a competitor.
Usage
The majority of established businesses have an existing web
presence. This does not preclude the integration of
additional domain names. Please note that I am not recommending
rebranding your enterprise (though you can), only making the
domain(s) work to your advantage. There are a number of options related
to this scenario:
- Forward the domain(s) to the home page of the existing
website.
- Point the domain(s) to a specific location within the
existing website. Extremely useful if there are multiple
product categories.
- Duplicate the existing website and relaunch on a new
domain(s).
- Deconstruct the existing website by product category and
relaunch individually on category specific domains.
eBusiness Developers
Specifically addressing eBusiness Developers, the domain names
featured on this website are, first and foremost, marketed
primarily to you. Experienced eBusiness professionals (post world wide web
ver. 1) are
best prepared to dominate any category in which they decide to
participate for a number of obvious reasons.
Despite the maturity of the internet and its widespread adoption
by consumers, Corporate America and Madison Avenue, for the most
part, continue to misstep. To their detriment, they
simply underestimate the internets tightening grip on the
consumer, hence commerce, and are too immobilized by
tradition and bureaucracy to execute with clarity and
expediency.
Internet
"Category Killers" are at heart guerilla
entrepreneurs. Striking hard and fast, they make it extremely difficult for
competitors to succeed once they have executed. Key to this end,
are premium generic domain names.
- Apartments.com
- BabyCarSeats.com
- Binoculars.com
- Cars.com
- CarInsurance.com
- CreditCards.com
- CreditReport.com
- CoffeeMakers.com
- Foreclosures.com
- GiftBaskets.com
- Luggage.com
- Property.com
- Roommates.com
- and many more.
Disclaimer- The use of company, product and logo trademarks are
the property of their respective owners and were cited for
reference only. Their use does not imply any relationship.
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