Aftermarket Resources

Your domain is your business’ online address. Real estate has always been an essential business investment, and when it comes to your business’ website, the old adage “location, location, location” still rings true. It’s difficult to overstate the benefits of getting a good online location for your business. A premium domain makes a good website into an incredibly valuable business asset, and can be powerful enough to form the foundation of a business regardless of any other factors.

Good domains help with search engine rankings and drive website traffic. If you choose a domain name with a powerful keyword and some strong brandability, your SEO will be more effective at building your brand’s positive reputation and generating targeted traffic. It’s that simple. Even though the way a search engine values the content of a domain name for a page’s search ranking has changed over the past five years, more sophisticated search engine algorithms don’t change that fact. A premium, relevant domain continues to be very valuable in terms of how far your SEO dollar will go in generating traffic and click-through rates.

Traffic leakage is a killer. When you have a leakage problem it can double your advertising costs and simultaneously help competitors. The best way to combat traffic leakage is by having an unassailable domain. If your domain is unique or close to it, with few relevant domains that are similar, you can be relatively sure people won’t accidently end up at a competitor’s site when they meant to visit yours.

Effective domains are scarce. Although most premium domains are easy to identify and distinguish at a glance, it’s a domain’s superiority over other similar asset that makes it desirable and thus premium. For a given keyword and industry, there’s going to be a “best” domain that is the most efficient at generating traffic, being the foundation of brand-building, or whatever the owner needs from the website. This rarity means that you’ll probably need to spend a decent amount to get a worthwhile domain name. So you need to think of it just like the physical location of a storefront or any other major business investment; location impacts business and so the quality is worth the cost.

Every domain is unique by definition, and thus could eventually be valuable to the right person. The proliferation of successful domain investors proves that people who invest wisely, in the right domains, can make a lot of money on this online real estate. This is possible because high-quality domains are scarce, especially if you’re only talking about the most widely-used. Being a scarce, relatively finite resource that people want, premium domains increase in value over time.

A powerful premium domain can be the lynchpin of an incredible marketing strategy. The gulf between a really solid domain and one that is just “OK” is vast in terms of marketing. The rapid ascension and success of diapers.com and the other online sales sites now under the Amazon umbrella – soap.com, wag.com, yoyo.com, and casa.com – speaks directly to the value of domains that integrate seamlessly into marketing and advertising.

Targeted traffic is the lifeblood of a successful website. It’s the goal of effective SEO and good marketing. And your domain should be chosen with targeted traffic in mind. A powerful domain that includes relevant keyword(s) and is intuitive, branded, and memorable will generate its own traffic, make SEO more effective, and make other marketing strategies more powerful.

If you’re doing it right, your domain is your brand. If you’re in the market for a domain name, you should aspire to that kind of effectiveness and cohesive planning. With the right premium domain name, you can build all of your marketing around that domain name and use it as the anchor for your brand. When people thinking about your company or your product are automatically reminded of your domain name, and when that domain name creates implicit credibility for your company, you’re already halfway to success, regardless of what you actually do with your website.

The value of a high-quality domain comes both from what it can do for your business by itself and from how it increases the effectiveness of your other online business investments. You don’t have to look any farther than the attention this online real estate gets from domain investors to know that somebody values domain name assets. But as a business owner looking to get the right domain to set up your business website, you need to understand how exactly domain names add value so you can figure out what the right domain for your needs is.