Driving Leads Through Smart Domain Development Monte Cahn Affilicon Israel June 2009
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  • 1. Driving Leads Through Smart Domain Development Monte Cahn Founder and President Moniker.com, SnapNames.com, and DomainSponsor.com Members of Oversee.net’s Domain Services Division
  • 2. Moniker Overview
    • Moniker : Pioneer in the domain industry since its founding in 1995
      • Registrar
        • 3rd largest ICANN accredited registrar Group – 117 Registrars under management
        • With 3M domains across 157 Top Level Domains (i.e. .com) under management, Moniker is larger in size / number of domains than Register.com
        • Only registrar that offers bulk tools and Domain Asset Management Services to domain investors
        • Over 75% of world’s top domain investors are customers
        • First to offer portfolio and domain-level security against unauthorized transfers and theft prevention/protection
      • Aftermarket
        • First to offer brokered domain name sales, Whois privacy, stealth acquisitions, escrow, and appraisal services
        • Sold the first-ever $1 million domain – WallStreet.com in 1999, Candy.com - $3M, Porn.com - $9.5M, Forex.com……..can’t say the price
        • In 2005, launched the first live event domain auction and has been the clear leader in this space ever since
        • Attracts sellers of premium domains due to high asp of $9,000 versus industry average of $1,600
        • Attracts buyers due to quality of inventory
      • Domain Asset Management
      • Clients include – Major League Baseball, NHL, Lions Gate Films, Incisivemedia/Jupitermedia, Marchex, and Yahoo!
      • Host of Domain Masters , every Wednesday at 7 pm EST/4 pm PST –WebmasterRadio.fm
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  • 3. SnapNames Overview
    • SnapNames : Pioneered the commercial market for expiring/deleting domains
      • Patented technology
      • Sell 1000 domains per day on Snapnames.com
      • Highest efficacy in the industry – 85% catch rate
      • Largest seller of auctioned domain names at over 200k per year
      • Over 150k registered buyers and sellers worldwide
      • Over 1.5 million domains listed for Auction or Buy-it-now
      • Advanced search tools and automated saved search notifications
      • Now offering self-listing service
      • Themed Auctions and Store Fronts coming!
      • DomainSponsor : Is the largest domain monetization and parking company in the world
      • Top 5 Google partner / Largest Domain Channel for Google
      • Established in 1999 as a domain traffic monetization company
      • Custom domestic, international, and linguistically driven landers
      • More than 4 million domains monetized on the platform
      • DO NOT LET DOMAINS SIT AROUND…..MONETIZE THEM!
    Page
  • 4. Why domains matter
    • Domain registrations continue to grow
      • 2008 had 16% growth rate to 177 million total domains registered worldwide
      • 2008 ccTLDs had 22% growth rate to 71 million total registrations
      • Ranked by size: .com, .cn, .de, .net, .org, .uk, .info, .nl, .eu, and .biz
    • At the same time, aftermarket sales values have been increasing by approximately 20% year-over-year
    • Upward trends in registrations and aftermarket sales continue despite economic turmoil
    • Why?
      • Domains are assets that appreciate in value and can be used to produce revenue in many ways
      • Each and every domain is unique
      • Every business needs a domain name…..as will most individuals
      • It’s all about (Virtual) location-location-location for attracting and retaining traffic
      • The internet is expanding by 2M new users every 3-4 weeks – vertical and horizontal growth
      • Peripherals are cheaper and portable – PDA’s = 4X that of desktops
      • High-speed and broadband available in most 3 rd world countries now – Cheap or free!
      • Social Networking and unique identity / free expression
      • Customer acquisition
    Page
  • 5. How domain names can help attract traffic and drive leads
    • Domain names are equal parts pathway and destination
      • As a pathway, the domain name represents the address that users see, get intrigued by, use, and remember
      • As a destination, the domain name conveys and represents the brand and the value propositions that distinguish you from competitors
    • Choosing the right domain name can improve search engine optimization and search engine marketing results
    • Many domain names offer instant direct navigation “type-in” traffic
    Page
  • 6. Choosing a domain name
    • Defensive strategy
      • Lock in traffic and protect your brands by registering typos, nicknames, country code TLDs, etc.
    • Offensive strategy
      • What are the most popular keyword searches associated with your product/service?
      • What are the “category killer” keywords?
      • Acquire these popular and descriptive domains before your competitors
    • Examples:
      • ToddlerToys.com =
      • CreamCheese.com =
      • Underwear.com =
      • Microsft.com (missing 2nd “o”) =
    Page
  • 7. Choosing a domain name
    • SEO impact
      • All things being equal, the domain you use could be the tie breaker to get your site ranked higher
      • Example: TropicalBirds.com
        • #1 in Google ranking for “tropical birds” keyword search
        • Forces competitors to spend ad dollars for a paid listing in order to appear on Google results page 1
      • Inbound link relevancy
        • Which of these domain links would have greater relevancy to search engines for the term “spices”?
          • “ Visit Penzeys.com for the best prices”
          • “ Visit TheSpiceHouse.com for the best prices”
      • Consider buying an “old” domain on the aftermarket that offers instant advantages
        • Strong/relevant keywords
        • Page ranking/existing traffic
        • Back links
        • Use these old domains to build out your business, or to redirect traffic to your existing site
        • Do your homework before buying
    Page
  • 8. Choosing a domain name
    • SEM impact
      • All things being equal, the domain you use could be the tie breaker to get your ad clicked first
      • Example: If you are a cosmetic surgery doctor, which domain name will get you the most clicks?
        • BeckerMD.com
        • LookYounger.com
      • Can use “long-tail” domains to increase relevancy related to specific search terms
      • Easy to test which of your domain names can get the most clicks
      • Google compliance: Will need unique content if selected domain is not the main website
    Page
  • 9. Choosing a domain name
    • Consider new or existing/aftermarket names with “free” direct navigation “type-in” traffic
      • Over 70% of internet users type-in keywords into their browser address bar to go directly to destination offering specific content/products/services
      • Direct navigation users are highly motivated and convert at twice the normal rate
      • After initial investment, only cost is renewal fee
      • Three ways to use domains that offer direct navigation traffic:
        • Simple redirects to main site:
          • Books.com = BarnsAndNobel.com
          • Gift.com = JCPenny.com
          • TennisShoes.com = KSwiss.com
        • Information portals supporting brand goals
          • Baby.com = Johnson & Johnson
          • Asthma.com = GlaxoSmithKlein
          • NoFleas.com = Bayer
        • Re-brand entire company/site
          • OberonGames.com = iPlay.com
          • WBZL.com = SouthFlorida.com
    Page
  • 10. Making your site “sticky”
    • Incorporate social networking
      • Example: Skateboards.com
      • User generated content is free, fresh, and helps with SEO
        • Videos, photos, stories
        • Forums and chat rooms
      • Profitable without an advertising costs thanks to direct navigation, SEO, and “word-of-mouth” traffic
    • Create a highly relevant information portal to position your brand as the “expert”
      • Example: Baby.com (Johnson & Johnson)
      • Requires investment in time and money to maintain/update content
      • Pay-off in brand equity, goodwill, loyalty, and word-of-mouth can be substantial
    • Use fun, humor, and interactivity on a Microsite to generate “free” viral traffic
      • Example: MyTalkingStain.com (promoting Tide-to-go stain remover)
      • Example: McCafeSnowflakes.com (promoting McDonald’s new gourmet coffee)
      • Example: SubserviantChicken.com (promoting Burger King chicken sandwiches)
      • Engage visitors: free memberships, free downloads, email sign-ups, forward to friend, etc.
      • Links to your main website
    Page
  • 11. Calculating the value of a domain name
    • Example: Stock.com
      • CPC ad savings from direct navigation traffic
        • Monthly direct navigation traffic = 10,000 visitors/mo
        • CPC rate on keyword = as much as $4.08 (from Spyfu.com)
        • Annual CPC ad savings = $40,800 x 12 = $489,600
      • Net Profit from direct navigation traffic
        • Assume 2% conversion rate
        • Assume $250 net profit per conversion per year
        • Annual Net Profit = $600,000
      • Assuming 5x multiplier, this domain could be worth $3,000,000
        • If you used a domain having no direct navigation and had to buy traffic, then the Net Profit would only be $600,000 - $477,600 = $110,400/yr and at 5x the domain could be worth $552,000
      • Other factors impacting value of a domain name
        • Importance to brand strategy
        • Existing trademarks
        • Existing website, inventory, etc.
        • “ Free” SEO traffic
        • Seller’s minimum acceptable price
    Page
  • 12. How to acquire a domain name
    • New registration
      • Most premium one and two word .com and .net domains are taken
    • Aftermarket has become a critical source for domain names
      • Live Domain Auctions
      • Online Auctions
      • Online Listing services
      • Expired and Deleting domain services
      • Private brokerage and stealth acquisitions
    • REMEMBER to cover your brands when ever and where ever possible
      • Misspells
      • Word and Phrase variations
      • ccTLD’s, IDN’s
      • Singular / Plural
      • Foreign Languages
      • Dashes / Hyphens = “-” for search relevance
      • Monetize the domains you are not using – www.DomainSponsor.com
    • ISRAEL.COM – is for sale – what do you think it is worth to the Government of Israel or the Department of Tourism?
    Page
  • 13. Questions? Page
  • 14. Driving Leads Through Smart Domain Development Monte Cahn Founder and President Moniker.com, SnapNames.com, and DomainSponsor.com Members of Oversee.net’s Domain Services Division