The Value in Buying Generic Domains Relating to Your Core BusinessPosted: January 29, 2012
We’ve discussed both brandable and generic domains a lot recently. For the most part, the focus has been on using them as your primary business domain. However, there are other uses for domains, and buying generic domains relating to your core business can bring some massive benefits.
In the article explaining why top-tier generic domains generally sell for more than brandable domains, we note that they can get search engine traffic, may have type-in traffic and can convey authority. They can still offer those benefits even if they’re not used for your primary domain.
What can you do with the domains? You can have them forward to the respective pages on your company site that discuss the particular product/service the domain is about. That can help build you as an authority and give you an elite presence.
To take more advantage of their exact keyword match being able to get search traffic, you could instead set up informational sites about the particular product/service the domain is about. If you make them objective, highly helpful resources, people might even be more willing to share them with others over your company site.
In addition to having such sites linked to your business site, you can offer a newsletter on them to capture leads. You can serve up helpful content to them via email while subtly guiding them to buy the product/service from you when they’re ready. Ultimately you’ll be building up lists of prospects without having to blatantly advertise to them.
Another benefit you can get from having the generic domains is being able to tell people a simple URL to help them about the product/service. Instead of telling them YourBusinessDomain.com/Category/ProductPage.html, you can tell them GenericProduct.com. It’s easier to tell people aloud while subtly conveying higher authority in the process.
If you are considering advertising, using these generic domains in your ads can help get a higher response. On Adwords for instance, advertising on the term the domain matches would put the domain in bold which would help your ad stand out, increase its appearance of relevance to searchers and ultimately cause more of them to click the ad and reach your site. You’ll wind up spending less per click since you are getting a higher clickthrough rate,
Lastly, if you have these domains, that means your competitors don’t. You’ll have a leg up against them in being able to draw in search traffic for those relevant keyword phrases and helps put you in a position of authority over them. If they get type-in traffic, then right away you’re getting targeted potential customers or clients that they are missing out on.
Using domains in this way to capture traffic looking for what you offer helps you avoid the direct marketing methods that may not work as well for you. You can be the first one to greet and help people that you know are looking to use a company just like yours.
At Domainate, we can help you with strategy for acquisitions and can assist in acquiring the domains you need with our consulting services. Contact us if you want to get more domains to help your business or organization.