domain industry sponsored workshop domain strategies for successful online marketing n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Domain Industry Sponsored Workshop: Domain Strategies for Successful Online Marketing PowerPoint Presentation
Download Presentation
Domain Industry Sponsored Workshop: Domain Strategies for Successful Online Marketing

Loading in 2 Seconds...

play fullscreen
1 / 32

Domain Industry Sponsored Workshop: Domain Strategies for Successful Online Marketing - PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on

Domain Industry Sponsored Workshop: Domain Strategies for Successful Online Marketing. with: Jeremiah Johnston :: COO, Sedo.com Bob Mountain :: VP of Business Development, NameMedia , Inc. Jeff Kupietzky :: President & CEO, Oversee.net. Speakers. Session Summary. Domains for SEO.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Domain Industry Sponsored Workshop: Domain Strategies for Successful Online Marketing' - jerod


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
domain industry sponsored workshop domain strategies for successful online marketing

Domain Industry Sponsored Workshop:Domain Strategies for Successful Online Marketing

with:

Jeremiah Johnston :: COO, Sedo.com

Bob Mountain :: VP of Business Development, NameMedia, Inc.

Jeff Kupietzky :: President & CEO, Oversee.net

supplement seo with domains
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 RIGHTDOMAIN

bobbleheads
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
reputation credibility
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!
rebranding for success jets com
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

branding roi
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
dyn inc manchester nh
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

re branding tip
(Re)Branding Tip:
  • Register your domain(s) early in the campaign development process:
    • Internal Kickoff
    • Project Initiation
    • Definition
    • Creative Development
    • Client Review
    • Development
    • Copy Approval
    • Quality Assurance
    • Final Review
    • Delivery
direct navigation
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

YOU

register domains for your campaign tag line
Register domains for your campaign tag line

Tagline:

JustDoIt.com = Nike.com

Landing page:

zoomzoom.com =

Club Mazda

direct navigation case study
Direct Navigation Case Study

Step 1:

User enters a career related domain using direct navigation

Step 2:

User is automatically redirected to Monster.com

how to increase direct navigation traffic
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
what not to do
What not to do….

Difficult to type:

womenentrepreneurs.sk.ca

Difficult to type:

tigh-na-mara.com

acquisition strategy
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.
finding the right domain intrinsic value
Finding the Right DomainIntrinsic 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)
finding the right domain subjective value
Finding the Right DomainSubjective 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

relevancy simplicity are key
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