with: Jeremiah Johnston :: COO, Sedo.com Bob Mountain :: VP of
Business Development, NameMedia, Inc. Jeff Kupietzky :: President
& CEO, Oversee.net
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Speakers Jeremiah Johnston Jeremiah Johnston began his career
with Sedo in 2004 and currently serves in the joint role of General
Counsel and Chief Operating Officer. Johnston also represents Sedo
as a founding member of the Internet Commerce Association (ICA).
Johnston is also on the Board of Directors for the E. MA, ME, RI,
and VT Better Business Bureau. Bob Mountain Responsible for
partnerships involving NameMedias domain marketplace, acquisition,
and publishing businesses. His is currently leading a go-to-market
initiative that combines all of NameMedias products into a
seamless, integrated program for top business partners. Jeff
Kupietzky Jeff joined Oversee in 2006 as Executive Vice President
responsible for DomainSponsor. He then led the growth of the domain
services division, expanded into the aftermarket business and built
Oversee's owned and operated portfolio of domain names into one of
the worlds largest, firmly establishing the company as a leader in
Internet real estate.
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Session Summary Using domains as a complement to or replacement
for traditional SEO/SEM campaigns Search Engine Optimization Using
domains to establish brands and market authority and leadership
Reputation & (Re)Branding Using domains to drive traffic to
landing pages or main websites Direct Navigation Traffic
Understanding domains to help you find the best names for your
business objectives Acquisition Strategy
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Supplement SEO with Domains Search engines such as Google, Bing
& Yahoo! place a high value on matching search terms with
keywords within domain names Owning a generic domain name relevant
to your company or products can put your website at the top of
search engine results Generic domain names typically earn
significant, highly targeted natural traffic that can be used as an
alternative to traffic purchased through expensive SEM campaigns. +
+ _____ THE RIGHT DOMAIN
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SEO Success Story: Fly.com
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Bobbleheads SEO Results: Google search for bobblehead results
in bobbleheads.com as the top result, saving money on expensive SEO
and SEM Warren calculates that this investment brought him 13,500
more monthly visitors/leads
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Reputation & Credibility Descriptive, product-oriented
domains establish you as a leader in your industry You can become
an authority portal by eliminating tricky words and focusing on
products rather than your brand Create a brand from generic
domains!
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Rebranding for Success: Jets.com Jets.com wanted to strengthen
their brand with a generic domain After consulting with our broker,
we were able to see the value in Jets.com for our rebranding
strategy We now have a competitive edge that is tremendously
powerful for our industry and the service we are offering. - CEO,
Jets.com
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Authority Portal Success: Diapers.com
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Branding & ROI High traffic domain names such as Fly.com or
Call.com can cost over six figures but bring with them thousands of
visitors a month in direct navigation traffic, offsetting the cost
with an immediate return on investment Companies with smaller
budgets can opt for location specific domains tailored to their
regional markets
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Geo-targeted Domains
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Dyn Inc. Manchester, NH Dynamic Network Services, Inc (Dyn
Inc.) wanted to integrate all business unites under one short,
memorable domain: Dyn.com Their previous domain was
dynamicnetworkservices.com Followed with dyn-inc.com, which was
confusing: People thought we were a printer ink company when we
used that name, so it was a bit confusing. - Kyle York, VP of sales
and marketing, Dyn.com
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Build-out Opportunities
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(Re)Branding Tip: Register your domain(s) early in the campaign
development process: 1. Internal Kickoff 2. Project Initiation 3.
Definition 4. Creative Development 5. Client Review 6. Development
7. Copy Approval 8. Quality Assurance 9. Final Review 10.
Delivery
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Direct Navigation Visitors type a domain name into a browser
instead of a search term An estimated 1 in 6 searches is conducted
through direct navigation Natural domain traffic is nearly 2X as
likely to convert vs. normal search engine traffic Direct
navigation bypasses the search engines
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Register domains for your products
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Whats in Your Wallet?
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Register domains for your campaign tag line Tagline:
JustDoIt.com = Nike.com Landing page: zoomzoom.com = Club
Mazda
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Product names leverage direct navigation Loans.com Bank of
America Books.com Barnes & Noble Money.com CNN Rum.com Captain
Morgan Toothpaste.com Crest (Proctor & Gamble)
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Direct Navigation Case Study Step 1: User enters a career
related domain using direct navigation Step 2: User is
automatically redirected to Monster.com
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How to increase direct navigation traffic Buy keyword domains
for keywords relevant to your industry Buy misspellings and typos
of YOUR brand Purchase redirect traffic from other domain owners
Choose your TLDs with care - DotCom is still king Use GA to monitor
direct navigation traffic
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What not to do. Difficult to type: womenentrepreneurs.sk.ca
Difficult to type: tigh-na-mara.com
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Acquisition Strategy Subjective nature of the domain market
calls for close examination. Know your outcome before you begin.
Offensive or Defensive corporate strategy? Creating something new
or taking market share from existing verticals? Develop a
relationship with a domain broker to help you navigate the domain
ecosystem. Gain insights on trends, valuations, opportunities,
etc.
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Finding the Right Domain Intrinsic Value Global keyword search
volume Average cost per click for that keyword SEO commercial
interest (Similar) domain sales history Type in traffic or error
search? How many paid advertisements under exact keyword? Total
unique monthly visits and/or site revenue? Hard to misspell? Rule
of thumb estimates from online valuation tools. (Valuate.com,
Estibot.com)
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Finding the Right Domain Subjective Value Short, descriptive,
and easy to remember? Brandability? Likelihood and cost of a page 1
Google ranking with the domain? How does this domain align with
specific business objectives? How attractive/suitable are
alternative domain names? How is the industry doing which my domain
name represents? How many authority portals does the industry
currently have? or
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Relevancy & Simplicity are Key Keep your domain name simple
Make it relevant to your product or service Balance branding and
SEO Build 2-3 keywords into the domain Be specific Use.com or
prepare a strategy around an alternative, and likely more
affordable extension (see t.CO) Leverage the portfolio effect
