Domain names are the real estate of the Internet. Any business that has ever relied upon a retail location can understand that “location” is crucial to the success or failure of many businesses. Similarly, having the right domain names for a specific brand, product or service can make a significant difference in success or failure. Just like being on a popular street corner can enhance customer foot traffic and give that retail location a strategic advantage over the competition, being popular in a search engine can increase Internet traffic to a website and give the business a better chance of success.
The proper domain names assist businesses in being found and remembered, and an aptly named business enhances that businesses credibility. Generic keyword-rich domain names have long-term value in that the URLs utilized by these names will always contain the keywords. Search engines differ on the level of importance placed upon these keyword laden URLs. But they all currently reward relevant keyword domains in URL strings. As the competition for Internet traffic and search engine position increases, domain ownership is a benefit that can be obtained relatively inexpensively and reap benefits in virtual perpetuity.
Despite the understood value of these domain names, many corporations make no effort to develop a systematic procedure for acquiring these valuable assets or monitoring domain drops to build a long-term, keyword-rich domain portfolio. Furthermore, because the Internet creates an instant worldwide market for many goods and services, the value of international domain names, vanity top-level domains, and alternate-country code names becomes increasingly strategically important.
Consequently, CorporateInternetStrategy.com assists its clients in understanding, utilizing and deploying these domain name assets. We are familiar with the domain name business having been Internet entrepreneurs and domain investors (domainers) since 1996.
We assist our clients in creating the strategy and procedures necessary to effectively grow and manage a corporate domain name portfolio. We also try to instill a sense of respect for the value that those domain names will play in current and future marketing efforts. Product development, product naming, keyword seeding, keyword analytics, even the phrases and taxonomy that will be attached to new products and services should be created and communicated with an eye toward the content of the corporation’s existing domain name portfolio.
