Sedo The Importance Of Keyword Domain Names In Optimizing Website Traffic

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  • 1. The Importance of Keyword Domain Names in Optimizing Website Traffic Sedo.com “Search Engine for Domain Offers” © Sedo GmbH 2005
  • 2. Agenda Introduction • Introduction to the domain market • Secondary Domain Market • Domain Pricing Domains and Online Strategy • Domain Names as Marketing Tools • Branding • Direct Traffic • SEO and PPC • Example: Bice’s Florist How to… © Sedo GmbH 2005 • Domain investing • About Sedo
  • 3. Domain Market Icann VeriSign (gTLD) .com .net Registries Nominet AFNIC cTLD : co.uk cTLD: .fr Fasthost 1&1 Registrars © Sedo GmbH 2005 Sedo.com, Aftermarket.com Secondary Market
  • 4. Secondary Domain Market Domain Traffic Ancillary Services Marketplace Monetization • Domain Appraisals • Domain Escrow • 14 million domains for • PPC • Domain Brokers • CPA sale • Auctions • Partnership Programme • Revenue streams from • Brokers • Online auditing unused traffic • Average Price • e.g. old campaign • Rights Protection • .co.uk domain: €2,227 sites, redundant sites, Programme (RPP) • .com domain: €1,704 © Sedo GmbH 2005 01/05/09 Seite: 4
  • 5. Secondary Market Stats Top .com sales in Q1 Top .co.uk sales in Q1   Top.com £327,917 Kos.co.uk £15,000   Body.com £283,677 Fxpro.co.uk £12,757   Forums.com £275,794 Http.co.uk £9,358   Dollars.com £269,255 Esalon.co.uk £7,695   Flatrate.de £141,616 Capeverde.co.uk £7,621   Motor.es £78,447 Modem.co.uk £6,000   Basket.com £59,460 Lastminutes.co.uk £5,770   92.com £49,710 Luxuryapartments.co.uk £5,500   Anwalt.com £48,630 Bluetooth.co.uk £5,000   Gonghui.com £44,734 Steroids.co.uk £5,000 © Sedo GmbH 2005
  • 6. Why Purchase Domain Names? TRAFFIC VERTICAL BRAND Shopping.com  News.co.uk  the DealTime & Epinions Lycopene.org  times Heinz Ketchup Pain.co.uk  nurofen Pain.co.uk  nurofen Baby.com P&G WebHosting.com  © Sedo GmbH 2005 Mobiles.co.uk  DynamicWeb.com Carphone Warehouse
  • 7. Domains as a marketing Tool: Broadband.co.uk: A well-implemented affiliate site  Strong ROI focused, number 2 in Google listings  Domain matches keyword.  Gives the site both relevancy and credibility  Increase stickiness of the © Sedo GmbH 2005 site
  • 8. Branding 1. Virgin Radio to Absolute Radio with the acquisition of Absolute.co.uk 2. Pizza Hut to Pasta Hut stunt with the successful acquisition of Pastahut.co.uk © Sedo GmbH 2005 through its media agency
  • 9. Direct Traffic In terms of ROI direct traffic results in some of the highest quality online. “Direct Navigation is the largest untapped market for paid search advertisers and agencies.” “The best kind of traffic for websites.” © Sedo GmbH 2005
  • 10. Monthly Direct traffic on parked pages  Spiele.com 193,557  http.co.uk 65,610  curry.co.uk 30,201  maps.co.uk 18,779  Blonde.com 19,379  90.com 17,124  handys.de 6,377 Overall CTR on these domains is around 10% with relevant ads. © Sedo GmbH 2005 Note: these are parked pages which have not been developed.
  • 11. SEO and PPC Domain Strategies within Search Driving traffic Maximizing SEO listings through a presence within portfolio of the search page names © Sedo GmbH 2005
  • 12. SEO listings: Cruises.co.uk Results for „Cruises“ on Google.co.uk  Cruises.co.uk is #1 Google also highlights keyword URLs giving stand out on the page. Increased CTR: The increase relevence between the keyword and domain, also highlighted. Client example 3% increase in CTR © Sedo GmbH 2005
  • 13. Domain Portfolio: ToolsOnline.com Bandsaws.co.uk Welders.co.uk Generators.co.uk Trailers.co.uk ConcreteMixers.co.uk ToolChests.co.uk HedgeTrimmers.co.uk LogSplitters.co.uk © Sedo GmbH 2005  Nearly all sites are ranked #1 or #2 in Google.co.uk  The domain portfolio is the only marketing spend!
  • 14. Mobiles.co.uk © Sedo GmbH 2005 Revelent keyword helps both in SEO and PPC, both highlight the name and giving it greater legitamacy outside the branded names.
  • 15. Example : Bice’s Florist  Closed bricks and Mortar to ecommerce  Focused on domains  Purchased 30- 40 domains  Increased traffic by 47% to 68,000 uniques a month  Very focused domain strategy – Domains keyword / memorable – Tie domains to specific events i.e. Secretaries week which link back to site © Sedo GmbH 2005
  • 16. Domain Investing: Developed Selling Buying Parking Websites Domains Domains Domain Sales Revenues Revenues © Sedo GmbH 2005 Find more domain investing tips at www.sedo.com/invest
  • 17. Sedo   Domain marketplace Ancillary services  Bid/counterbid system,  Domain name/portfolio auctions and personal evaluations brokers  Domain name auditing and IP  At present 14 million domains assistance for sale  Domain ownership transfers/escrow   PPC Provider Part of the Adlink group  Web templates to monetise  180 employees, supporting undeveloped names 21 languages.  4 million “parked” pages  3 offices Cologne, Boston, © Sedo GmbH 2005 London
  • 18. Thank you Questions © Sedo GmbH 2005