Friday, May 29, 2009

The end of the road for single domain name strategies

For a long time many companies have focused on a single domain name for their business. Typically this has taken the form of their brand name. This is fine if you are an established well known brand like Rolex, Mercedes, Coca-Cola or Walkers.

But for the guys that are offering a competing product, they don't have the same brand appreciation as the bigger brands. And for the most part, they are targeting consumers and businesses based on cost. There are many smaller companies operating on differentiating themselves through better value, better quality and better supply/availability. But they're not actually winning through branding. And this is a key failure for most businesses to recognise.

If you are targeting a marketplace based on selling commodity or in demand product on cost - you are not selling a brand. Yes, you can create brand awareness but you're targeting people interested in price, not a brand.

Most companies who pick their Brand name or company name as their domain name are therefore carrying the same mistaken idea into their online marketing campaign. Firstly, people don't come to your website automatically. They come for a reason. The world's premier TV and electronics producers bring people to their websites through massive advertising programmes.

People who are selling discounted electronics products bring people who are looking for discounted electronic equipment and/or discounted electronic brands. Putting your own brand up gets in the way. If you want to sell products that compete with brands, then use domain names that match what people are looking for. Don't be afraid to use more than one domain.

The strategy for small, price-competitive brands
to use brand names in SEO marketing really
has reached the end of the track

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