Domain names have been one of the most hotly discussed topics ever since businesses caught on to the commercial power of the web.
In the heady days of the dot com boom, domains were changing hands for six figures fees on an almost daily basis.
For most businesses, their domain name strategy mainly involves securing their company name, hosting a website and operating a few email accounts on the domain.
But did you know, Google has always shown a bias toward something called ‘exact match domains’. It’s as true today as it was 10 years ago.
An exact match domain name is where the domain matches a particular search term. For example, if you were a pet sitter operating in Manchester, your company/corporate domain name might be something like Lillyspetsitting.co.uk – but an exact match domain to bring in organic search engine traffic would be petsittingmanchester.co.uk.
For those businesses who have been smart enough to invest in an exact match domain name to bring in more customers via the search engines, they often make the mistake of not understanding how to properly use the inherent bias in the search engines fondness for ranking exact match domain names highly. In some cases, businesses have actually HARMED their own website by tring to be too cute.
Let’s look at the costs shall we.
1 x domain name = less than £25
Web hosting = less than £10 per month
Content costs (variable – some people will already have lots of content to use, others will need to either write some or have some written)
Site set up and optimisation (variable)
All in all, we’re talking less than £1,000 (less than £400 if you already know how to set sites up and produce your own content).
Now, let’s compare.
The cost of a full page to run just ONCE in a magazine? Usually around £500 to £1,200.
The cost to run a direct mail campaign to 10,000 people? Usually around £6,500 to £12,500.
The cost to advertise on the radio, billboard or TV? Well, let’s just say it’s considerably more expensive.
As a marketing method, this works amazingly well. The smart businesses out there have been doing it for a while and some of them have built up an army of these customer driving micro sites.
Add to that, have you ever thought what would happen if your ‘main’ website either broke, got hacked or was somehow kicked out of the search engine rankings? (believe me, it happens more than you’d care to imagine). Having a small network of targeted marketing sites protects your business in the long term as well as driving sales. It can also be a great way to test specific marketing messages, try new offers or simply get a feel for potential customer response.
For smart digital marketing people, exact match domains tyed to a search term that has customer focussed intent is by far the most intelligent way to really harness the power of the web. It’s simply not possible to rank in the search engines for all the great keywords and phrases your company would like to target. By taking a site, by site approach, you can bring in more sales and for MUCH less money than traditional marketing methods.
If this type of approach appeals to you, why not get in touch with petbuzz. We can set you on your way to more customers and more exposure.