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Your company can't afford to miss a single thing that could
help give it a competitive edge. Smart companies know that
this includes acquisition and deployment of strategic domain
names in their industry. That's often the missing piece
that makes the difference.
Consider these customer
- Every month, businesses
purchase domain names for hundreds of thousands of dollars,
sometimes millions. No one spends that kind of money
on a domain name unless they know what they're doing, and
see real value and ROI.
- Most of these are not
company or product brand names. They are
product category names.
- That's because most
customers today don't want your product.
They want what your product does and that
can be done by any product in your category.
- So even if they use your
brand and especially if they don't they may search
for the category instead of a brand, and you need to be
there to meet them at the category.
Now consider these search
- Google is overwhelmingly
the leading search engine, both in the US and globally.
And other search engines may follow its lead. In
Japan, Yahoo! actually uses Google's engine.
- Google gives weight to
keywords in the domain name. It figures that if a
keyword is in the domain name, a website is really about
that thing. So to show up in category searches, you
get a big boost from having a category domain site.
- Chances are, it's too late
for you to get the .com domains for your category if you
don't already have them. If a competitor owns them,
you'd have to pay a fortune. And why would a
competitor hand over their advantage to you anyway?
- The second-level domains .net, .org, .info, .biz, .us, etc. generally won't help
you as much. There is debate as to whether Google
gives them the same weight as a .com, but perhaps more
important, they look second tier to customers.
- However, within a
country (such as India or Mexico), Google gives weight
to domains with the extension for that country (.in, .mx).
So if you can get a category keyword domain with a country
code, you've scored big.
Now consider these market
- For most companies, the US
market is unquestionably important. You've got to do
what you can to hold your own there.
- However, it can be
extremely hard to grow market share in the US, because for
most categories the US market is mature and saturated,
while the competition is fierce.
- So growth opportunities lie elsewhere especially in emerging markets like
India, China and Mexico.
- These are precisely the
places where it may still be possible to get category
domain names in your industry.
Now consider these deployment facts:
- Deployment of a "supporting" domain involves decisions that don't even arise for your primary domain, your main website.
- Should the domain be just a redirect, or a landing page, or a whole website?
- If a site, should it be devoted to your products only, or should it cover the category?
- Should it be overtly yours (branded), or covertly yours (stealth)?
- How should it satisfy customers
with general category information, cross-brand comparisons or (if a country-extension domain) with brand-country or category-country usage tips?
- How should it capture customers
with ads, ecommerce, lead generation or by by linking to your primary site?
All this is just a
taste of the kind of thinking that can lead to domain names
being a crucial component of your marketing strategy.
WebGrow can help you:
category keyword domain names that could help you the most.
- Acquire those domain names.
In some cases, we may be holding one or more on behalf of a
- Develop an optimal strategy
for deploying a domain name.
- Implement that strategy,
including website development and SEO.
Get started now.