Domain Industry Sponsored Workshop: Domain Strategies for Successful Online Marketing

1. 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

2. Speakers

3. Session Summary

4. Domains for SEO

5. 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

6. SEO Success Story: Fly.com

7. 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

8. Domains for Reputation & Branding

9. 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!

10. 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

11. “Authority Portal” Success: Diapers.com

12. 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

13. Geo-targeted Domains

14. 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

15. Build-out Opportunities

16. Build-out Opportunities

17. (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

18. Domains for Direct Navigation

19. 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

20. Register domains for your products

21. What’s in Your Wallet?

22. Register domains for your campaign tag line Tagline: JustDoIt.com = Nike.com Landing page: zoomzoom.com = Club Mazda

23. Product names leverage direct navigation

24. Direct Navigation Case Study Step 1: User enters a career related domain using direct navigation Step 2: User is automatically redirected to Monster.com

25. 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

26. What not to do…. Difficult to type: womenentrepreneurs.sk.ca Difficult to type: tigh-na-mara.com

27. Finding the Right Domain

28. 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.

29. 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)

30. 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

31. 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

32. Turn to the Experts