Tuesday, October 30, 2007

Securing a Marketing-Rich Domain Name

Choosing your domain name is a no-brainer, right? Not so fast. Your domain name, or URL, can have vast consequences in both the online and offline marketing arena. Long or difficult to spell domain names can be the death toll for any website, long before its even been given a chance at success. Short or clever domain names can make people remember where to go more easily, while keyword domain names can often bring in unintentional, yet quality, traffic as people type in whatever.com.

If you already operate a successful business it’s important that you purchase a domain name that will compliment any branding strategy that you have already put in place. The most obvious thing to do is to get your business name as your URL, however if you’re late getting into the game you may find that your business name is already taken by another similarly named business or by a domain name squatter, or possibly a future competitor. Purchasing a business name domain name isn’t always the right way to go, and when left without that option, a keyword domain name might work just as well, if not better.

If you have not yet established your business, you may want to wait on deciding your business name until after you have found an available domain name that is suitable to your marketing efforts. The following are some things that you need to consider in regard to what domain name will best help you achieve your marketing interests.

Build Your Brand

Whether you like it or not, your domain name is an important part of your branding efforts. Your domain name goes on your letterhead, business card, printed materials; it must be spoken verbally over the phone, presented in email communications, and appears in the search results when your site ranks well on important keyword searches. Because of all this, your URL must be able to fit into your long-term branding strategy.

Keep it Short & Memorable

The best domain name is one that is relatively short and memorable. Long domain names or domains with hyphens are often just too cumbersome for someone to remember or even pass along to others. Are you better off telling a potential customer to visit debbies-hair-care-supplies.com or debshaircare.com?

Secure a .com

I strongly recommend purchasing a .com domain name as opposed to a .net, .info, .biz or anything else. If your chosen domain name is not available in a .com, keep looking until you find one that isn’t taken. You’ll find it worth the extra effort as .com domain names are by far the most common and most remembered. When telling a potential customer to go to your website, you may tell them to go to “mysite.net,” but what they may actually hear is go to “mysite.com.” If that happens, which is often the case, you’ll be sending someone to a competitor rather than your own site.

Once you secure your .com domain name, you might also consider purchasing the .net and other extensions as well. Securing the alternate extensions, whenever possible, can be a great strategy to keep a competitor from purchasing and building a site with a similar name as yours.

Don’t Hyphenate

Avoid getting stuck with a hyphenated domain name as your main website address. While it may be easier to read in print, it is very difficult to speak it. Try telling someone to go to “window dash coverings dot com” or “window hyphen coverings dot com.” See what I mean? Most of the time people will type in windowcoverings.com which would again direct them to a potential competitor.

Spell Words Properly

It is usually not a good idea to use incorrectly spelled words in your domain name, even if you’ve done that to create a clever business name. The exception to this rule is if you have secured both the correctly spelled and incorrectly spelled URLs. You’ll want to make sure you use proper redirects to send visitors from the correctly spelled URL to your main (misspelled) address.

Here is a quick example. Without using a search engine, find a website which would be verbalized as “On Site Graphics.” Where did you end up? Did you find onsitegrafix.com? Most people probably won’t, which clearly demonstrates why you want to use proper spellings of words in your domain, at the very least as a redirect to your real domain.

Before going out and buying the first domain name that comes to mind, take a step back so you can think it through first. While you can easily change your domain name before your site goes live, once you’ve begun the work of establishing your web presence changing a domain name is not quite a simple. The best possible domain name is one that is both a keyword domain and your business name such as outdoorsportinggoods.com.

By Stoney deGeyter

Source: ISEdb.COM

he future of domain names

Websites have just completed a full circle of a hard struggle, and somehow survived where other traditional marketing tools and old principals failed big time. Now the same sites and domain names must face harsher realities once again, all to ensure high visibility and exposure they so provide. Today without visibility, on e-commerce, websites are simply doomed. While billions of web pages poised for the right match, only clashing into billions of surfing customers are simply flooding each other. Millions of splashy logos with billions of expensive web pages are all deeply submerged in this ocean of e-commerce. Customers all over the world are only amused as they watch the websites struggle to gain attention at a zillion choices per second. Their mysterious behavior on search engines and the role of alpha-structures of each and every domain name is now a very big question. Why?

Boom time, a million domain names a day were registered. Those days, most unusual, silly and totally dysfunctional names were the sought after icons of get-rich-quick dreamers of the exuberant populace. 99% of such names failed. Exhausted or expired such names have now disappeared. While ICANN and the domain registrars wonder on the disappearance of continual registrations and renewals, the real question now is the fate of the remaining millions of business domain names in active use on global e-commerce today.

From its inception, when the genius founders doodled on a napkin and came up with the big five suffixes: .com, .net, .gov, .edu, .mil, and .org, and declared “www” as the one and only key to cyberspace, changing business forever. This weird and strange thing called a domain name costing pennies in comparison to a trademark registration, was often left to webmasters or junior staff to play with. Today, if a domain name issue is not being dealt at a senior boardroom level, then behold the quick demise of that corporation; from marketing to branding and just about everything else it does.

A URL is the only key that opens the gate to a corporation, its products, images and identities. There is no other bypass to the URL to access a website.

As the old-fashioned print-driven advertising and branding has taken the back seat, the marketing and survival strategies for these new cyber-branding issues are all on the forefronts.

Five New Magical Skills Necessary For Survival

What are Alpha-Structures and why are they killing great websites? You must be able to decipher how and why your business names are composed and structured and only then you can achieve your marketing goal? This process of fine tuned analysis is not a simple routine for English major or linguists, rather a science and a fine art. Names must go through a critical analysis under the Laws of Corporate Naming. One must determine the size, personality, and length plus the choices of alpha character as each emulates its own unique signals.

Are names too short or too long, do they have the right number of letters, do they fit the personality of your company? Do your customer recognize your desired message in that name? This skill is a must for all marketing and branding teams, and is essential for corporate image management.

Complexities of e-commerce and massive duplication of similar and identical names on the web have made this a tactical exercise. General branding exercises are not naming analysis. Establish a review and get all your names properly analyzed, this in not expensive at all compared to what is at stake. Use professionally designed training available via webinars and executive workshops.

What is “Search-Ability” and why can it keep you in oblivion?

You can check your name’s visibility in a second by entering it on Google in “quotes”. It makes a huge difference where you are on a search page.

Are your names popping up on the first page, somewhere after 10 pages or nowhere to be found? Study search-engine-optimization in great detail.

It’s now a brand new frontier. Either your customers can find you easily or you’re simply lost. No amount of money can create a bounce to your expensive websites or your big budget branding in these times, except your alpha-structure of your URLs.

Only an in-depth analysis will point to the problems and show methods to fix them.

What is Global “Domainization” and how do you expand your reach?

How many domain names do you have and why? The art of cyber-branding now demands sharper skills on domain registrations and their website management.

Multiple domain names create multiple problems in multiple markets. There are rules to be followed. The power of e-commerce is all hidden in its access via URL’s as there is no other way to get to a page of your site. Great opportunities are missed by not having a sophisticated naming system for global cyber branding.

Have a proper system in place to manage global complexity. There are too many fancy yet flaky and faceless services offering strange global localization methods, better beware.

What is Linguistics and why do they embarrass your international customers?

Whatever you call a name in one country can mean something entirely different when it circumnavigates around the globe. How do you tackle such languages issues? Acquire skills and a deeper understanding of global communications.

Even if you’re a regional player, your sites are still visible and exposed to the entire globe. Cyber branding is an extremely global phenomenon.

What is “Mindsharing” and how do you win new customers?

Mindshare is more important then marketshare. Customers must allow a name brand to settle in their minds before they give you cash. Market positioning is more critical then profit maximization. The human mind is gravitated towards good names those are end-user-friendly and trustworthy. With millions of silly and randomly structured names, the mind becomes overly tired. So, what are good, catchy names and how do you establish them? It becomes easy once you have the right expertise. Go online and bring in professional webinars within your entire corporations, this is the most cost effective way to make e-learning a possibility and this will also bring harmony in your branding while dramatically increasing your overall marketing performance.

Conclusion

Big branding has gone for a big sleep, no need to wake it up. Now the most cost effective way is to handle your cyber-image using new set of skills and new techniques to turbo-charge your overall cyber-marketing. The future will be pretty clear if planned today.

By Naseem Javed

Naseem Javed, author of books "Naming for Power" and "Domain Wars", is recognized as a world authority on Global Name Identities and Domain Issues. He introduced The Laws of Corporate Naming in the 80’s and also founded ABC Namebank, a consultancy established in Toronto and New York a quarter century ago. Naseem conducts exclusive executive workshops on image and name identities issues via web conferences. www.azna.com/tech.htm

Source: Naseem Javed

How to find money-making domains

Thanks to parking programs, such as Sedo's Domain Parking, many users earn hundreds or even thousands of dollars each month without selling a single domain name. Instead, they park their high traffic domain names, and then sit back and watch as the checks roll in. Domain traffic, they realize, is like a license to print money. Inevitably this leads to the next question: How can I get more of it?!
In this article we'll explain the tools and techniques domain pros use to determine — or at least reasonably guesstimate — how much traffic a domain receives. Armed with this knowledge, you'll be able to predict approximately how much money a domain will make, and thus gain a better understanding of the domain's true value. The educated buyer always comes out ahead, so read on to unlock the mysteries of domain traffic and learn how to determine scientifically if a domain is really worth buying.

We will discuss three methods for evaluating traffic:

1. Trackers/ Direct Methods
2. Predictors/ Indirect Methods
3. Traffic Source

1. Trackers/ Direct Methods

Ideally, you can skip all of the guesswork and find out how much traffic a domain receives directly from the domain owner. The easiest way to do this is simply to ask the seller — Sedo's negotiation system includes a comment feature to enable you to do just that. However, the seller may make a mistake (or simply be dishonest), so it's always a good idea to double-check his numbers with one of the methods below.

DEVELOPED WEBSITE
Traffic counting scripts are one of the simplest and most reliable methods for determining traffic to a developed website. Each of the websites listed for sale on Sedo is required to integrate the SedoTracker, a free professional statistics program which can easily be integrated into website code. Key figures from the SedoTracker are automatically displayed on the website's for sale listing, giving buyers the additional reassurance of a third-party-verified system. Sellers gain even more information, such as top referrers, geographic and chronological breakdown of visitors, and more. Most sellers will provide serious buyers with these important details upon request.

PARKED DOMAINS
If a domain name is parked, Sedo will automatically provide traffic statistics on the domain's sales listing page. These pages display the unique visitors/ month, based upon the past 32 days. If a domain has not been parked for the full 32 days, the visitor numbers could be inaccurate. It's also worth noting that visitor numbers can be manipulated by malevolent sellers, but in general the parking visitor stats serve as a very helpful guideline for potential buyers.

2. Predictors/ Indirect Methods

What do you do if a domain is not parked and the seller won't provide you with stats? Fortunately, there are a few tricks available that may help you get a rough indication of whether or not a domain receives any traffic.

We wouldn't recommend relying exclusively on any of these tricks as a bulletproof way to guesstimate traffic. However, taken as a whole (and with a hefty spoonful of salt) they can shine a bit of light on the question of whether or not a domain will receive valuable traffic.

ALEXA.COM
This site ranks websites based on the number of visitors they receive — for example, Yahoo,com is ranked #1, MSN trails in the #2 position, and so on. Many high-traffic domain names will get an Alexa ranking just from their type-in traffic. In general, an Alexa ranking under 1,000,000 for an undeveloped site is a good indicator that the domain receives decent traffic (eg, several thousand monthly uniques). Rankings over a million are less reliable, but usually any sort of Alexa ranking means that the domain receives at least some traffic. As with all of these methods, Alexa should be used as a guideline only: sometimes even domains for which Alexa returns "No Data" (too low to rank) will still receive traffic, and vice-versa. In addition to Alexa, you'll find a similar tool available at Ranking.com.

OVERTURE SEARCHES
Overture's "Keyword Selector Tool" tells you how often a given keyword was searched. For example, "Sedo" was searched 1,014 times in November, while "Paris Hilton" was searched 862,528 times. Naturally, a domain that contains a highly-searched keyword is more likely to receive traffic. However, the Overture Tool's usefulness goes beyond that: if you use the exact domain name (with extension) as the keyword, Overture results can be used as a predictor for whether or not a domain name receives traffic. For example, "Yahoo.com" was searched 11,089,508 times in October, according to Overture. Sedo-parked sites "Moma.com" was searched 1,055 times, "Camera.com" 258 times, and "gamer.com" 558 times. Our research has shown that Overture searches do sometimes have a rough correlation with traffic (especially type-in traffic), but as with other methods there are many exceptions to the rule.

3. Traffic Source

If you want to better understand something, go to the source. This aphorism applies to domain traffic as well. Thus, in addition to using the above methods to guesstimate the quantity of traffic a domain receives, you may want to use these techniques to try to determine the source of that traffic. Traffic source will affect the longevity and conversion of the traffic — in simpler terms, it will have a huge impact on how much money the domain will make.

LINK POPULARITY
A website or formerly-developed domain name may receive traffic from old incoming links and directory listings. There are many online tools for checking link popularity. One of the best can be found at Marketleap.com. The important thing to look for here is not just the quantity of links, but also the quality. A single link from a major website may be worth thousands of links from smaller sites. The longevity of link traffic varies widely: a link from a news article may generate a flurry of traffic that lasts only a week, while a directory listing may continue to generate steady traffic for years.

SEARCH ENGINE LISTINGS
Search engine listings are a major source of traffic for many sites. You can guesstimate how much search engine-derived traffic a website receives by looking at its "search engine saturation". This is an indicator of how often the domain appears in the various search engine indexes. Again, Marketleap.com offers an excellent tool for evaluating search engine saturation. Just keep in mind that it's also important to look at how high the site is listed and how often the keyword is searched. Don't forget that search engine listings change frequently, so if this is the primary source of traffic, expect fluctuations!

PAID TRAFFIC
Some traffic may be coming from PPC advertisements, exit pop-ups or banner ads that the seller is buying. This is the shortest-lived traffic, because as soon as you buy the domain, the seller stops paying for the ads!

EXPIRED TRAFFIC
If a domain was formerly developed, some users may continue to visit because of old links and references, or simply because they remember the domain name. This traffic may continue for years, but naturally it decreases with time.

TYPOS AND VARIATIONS
Don't ignore traffic diverted to the domain name through typos from other high traffic sites. Check out traffic for similar domains by using the tools above. Also consider traffic from variations of names, such as an abbreviated form of your domain name or an acronym. If these sites experience a high volume of visitors, there is a possibility it will translate to high traffic for similar sites. Alexa can be a useful tool for doing this — they have a feature which lists sites visitors of the questioned domain also visit. You might also try the typo-generator found at SearchSpell.com, which boasts the uncanny ability of identifying the most common typo-errors for a given keyword.

Traffic is crucial for any revenue generating business on the web. Use the tools listed above for determining domain traffic and never make a wrong buying decision again!

Source: sedo.com

What is Virtual Hosting?

By : ramprage

Virtual reseller hosting offers the appearance of a company's own server but the technical aspects of space sharing. Through virtual hosting, a developer can secure space on a server and have shared access to the server's features. Hosting companies provide this service by maintaining a large server and on that large server they maintain a number of virtual web hosts. The machine examines which "name" it is being called by and then responds appropriately. Thus, visitors to the site enter through the domain name of the developer and therefore cannot recognize that another company's server in fact, hosts the site.


Simply stated by Crowder and Crowder (2000), virtual servers are "nothing more than directories on a hard drive. The webmaster can make each one of the directories seem as though it were a fully functional web server". With a virtual web host, you will have your own identity, but you will not be required to maintain the equipment.




Virtual hosting packages are the most common on the Internet and offer a professional and well-established look for personal and small business web sites. Financially, the average virtual hosting account runs between $15 and $30 per month. Ample space and bandwidth for small businesses, multiple email accounts, cgi-bin access, and a T3 connection are common account features. Additional fees are often required for more advanced features including database software or SSL (secure server) functionality.