Whats in a Name?

Using Keywords in your Domain

Is Men.com a good domain name? How about Furniture.com? Or what about Cars.com? The internet market place certainly thinks they are valuable. Men.com sold for 1.3 million. But is it? Are any of these really brands?

How in the world would you market these names and how would you distinguish yourself from the thousands of variants, copycats and hucksters that will inevitably pop up. You can’t trademark a generic word, so forget about taking your competitors to court.
Multi-Word Generic Domains

A good example of this is if you are looking for a website design company. Do you know the difference between websitedesign.com, websitesdesign.org, website4design.com, website-design.com, websitedesign-ingo.net, websites.co.za, Do you care? Probably not. And you’re definitely not interested in spending the next fours hours trying to find out. However you do know that H2L and Scream Media build websites. Sounds like a safer bet.

So what is best a generic domain or a brand name URL?

To give you a comparison lets looks at an example. The king of search Google. Google is a unique and proper name. It stands for something and there is only one Google. They basically own the public mind space for the word “search” just as surely Kleenex own “tissues” and Xerox owns “copies”. So much so that all three of these companies names have also become a common shorthand for anything in their category. So for Google, any derivative reference used by competitors, critics and jokesters just reinforces the Google brand.

This is not the same for Furniture.com. Variants of the word furniture just dilute the Furniture.com brand, not enhance it. That’s because furniture is a generic word. It doesn’t reference anything but the literal meaning of the word. And a boring word at that. Say it ten times and you’ll probably start to doze off.

No matter how many times someone uses the word furniture it will do nothing to enhance Furniture.com. It is not a brand and never will be.
Highest priced domain names

Here’s a list of the highest priced domains of all time. But you need to ask yourself, how many of these own their category or are even a market leader? Almost none. When’s the last time someone sent you a link to one of these sites telling you gotta check it out? You probably can’t remember. Read each name and tell me the first thing that pops in your head.

Insure.com – Sold for $16,000,000 (16 million dollars) in October 2009 to QuinStreet

Sex.com – Sold for: $14 million on January 19th, 2006

Fund.com – $9,999,950 – Sold in 2008

Porn.com – Sold for $9,000,000 sometime in 2007

Business.com – Sold for $7,500,000 in 1999 (This was pretty much a “business” sale with a developed name)

Diamonds.com – Sold for $7,500,000

Beer.com – Sold for $7,000,000

Casino.com – $5,500,000 – Sold to a private company in 2003

Toys.com $5.1M sold to Toys R Us

AsSeenOnTV.com – Sold for $5,100,000 in January of 2000

Korea.com – $5,000,000 – Sold in January of 2000

SEO.com – $5,000,000 – Sold in 2007

FreePorn.com – $4,000,000 – Sold in February 2008

YP.com – $3,850,000 – Sold to YellowPages.com

Shop.com – Sold for $3,500,000 in 2001

WorldWideWeb.com – $3,500,000 in 1996

AltaVista.com – $3,250,000

Software.com – $3,200,000

Candy.com – $3,000,000 Sold in March 2009 by Rich Schwartz. Deal was $3M + % sales.

CreditCheck.com – $3,000,000 -Sold in June 2007

Loans.com – $3,000,000

eShow.com – $3,000,000

Vodka.com – $3,000,000 Sold December 2006

HolidayInn.com – $3,000,000 Sold in 1995

Wine.com – Sold for $2,900,000 in September of 1999

Wines.com – $2,900,000

CreditCards.com – Sold for $2,750,000 in July 2004

Pizza.com – $2,605,000 April 3, 2008

Tom.com – $2,500,000

Dotnology.com – $2.5 million (2000)

Autos.com – $2,200,000

Computer.com – $2,200,000

Coupons.com – $2,200,000

England.com – $2,000,000

Celebrities.com – $2.0 million (1999)

Telephone.com – $2,000,000

Express.com – $2,000,000

Savings.com – $1,900,000

Mortgage.com – $1,800,000

Seniors.com – $1.8 million (2007)

DataRecovery.com – $1,659,000  Sold in 2008

Branson.com – $1,600,000

SolarEnergy.com – $1,600,000

Cameras.com – $1,500,000

TandBerg.com – $1,500,000

MarketingToday.com – $1,500,000

Deposit.com – $1,500,000

Russia.com – $1,500,000 November 26, 2009

Fly.com – $1,500,000 – RESOLD FOR $1,800,000 (January 2009)

VIP.com – Sold for $1,400,000 in September of 2005

Ad.com – Sold for $1,400,000 April 29, 2009 in TRAFFIC auction

Men.com – $1,320,000

Vista.com – $1,250,000

Ticket.com – Sold for $1,525,000 on Afternic

Feedback.com – $1,230,000

Phone.com – $1,200,000

Find.com – $1,200,000

Scores.com – $1.2 million (2007)

Kredit.de – $1,169,175

Call.com – $1,100,000 – Sold on August 31, 2009

Bingo.com – $1,100,000

Mercury.com – $1,100,000

Cruises.co.uk – $1,099,798 Sold in 2008

Chinese.com – $1,090,504 – Sold July 2007

WallStreet.com – $1,030,000

Rock.com – $1.03 million

Invest.com – $1,015,000  Sold in 2008

WebCam.com – $1,020,000 Sold April 2009 in Rick Latona auction

Vibrators.com – $1,000,000 Sold in 2008

Britain.com – $1,000,000

Fish.com – $1,000,000

Topix.com – $1,000,000

Sky.com – $1,000,000

If.com – $1,000,000

iPhone.com – $1.0 million (2007)

CyberWorks.com – $1.0 million

WhiteHouseCrisis.com – $1.0 million

eFlowers.com – $1.0 million

Beauty.cc – $1.0 million

Most of these names are so dull, so forgettable, so uninspired, that it’s hard to believe they fetch the money they do. So WHY do they sell for these prices? It all has to do with SEO, SEO and how Google ranks sites. There generic nature of the domain name ensures that Google will serve them up for generic searches, try it yourself, search for BINGO on an all web search... Surprise ! Ah no not really. Am I saying go out and buy a generic boring domain name for your site? That depends on what you want, dont forget as much as Google will love the name, but bear in mind it can be very difficult to build a generic name into a brand.
Making a Unique Name by Combining Two Generics

This can be highly effective and some of the best named and well branded web companies have used this naming device. And that is to combine two generic words in a way that is startling, evocative and original. Photobucket.com is a good example. By themselves the word photo and the word bucket are about as dull and generic as can be. Ah, but put them together and we not only have an original name now, but one that creates a deeper meaning. It immediately engages the mind as you envision first a literal bucket filled with photos and secondly the abstraction of a bucket of photos. On a symbolic level Photobucket is an easy way to gather all your photos. YouTube is a classic example. By themselves the words you and tube are nearly meaningless. Put them together and it not only has a great rhyming quality but it creates an instantly understandable, relatable word pairing loaded with meaning. It’s you (as in the everyday person, joe average) on the tube (television). Television that is about you. Brilliant. Other good examples are LinkedIn, StubHub, FeedBurner and FaceBook. All pairings of generic words that take on a new meaning when combined.

Is your product the first in the market? Or Niche?

If you invented something that didn’t exist before, something that people would probably like but don’t know it’s available, a generic may be a good strategy. For example we own a brand which is new to South Africa, it is an online financial comparison site. We named it www.comparethemarket.co.za We combined the two generic keywords compare and market, and are ranking very well under all our chosen keywords, even though the site is still in its “static” stage and the live feeds from the providers have not yet been added.



So at the end of the day, the choice is yours. If in doubt call in the experts. Contact Scream Media to day for a no obligation quote on building your brand successfully online.

Does Your Business Stand Out Online?

Lacking any information to the contrary, many businesses still think that all they need to do to get new clients is to put their name and face in the Yellow Pages or online social directories, get some professional looking business cards, a website and Voila! It's the old adage "build it and they will come".

Trouble is, that's what their competitors are doing also and in this day and age, it's just not enough.

Does Your Business Stand Out Online?

Most advertising on the Web follows a time-honored format, although some might call it a time-worn format as it does little to differentiate itself. You can bet that a high percentage of this advertising will be ignored and the money spent on it will be wasted.

So how does a company stand out from the crowd online?

Thanks to an oversupply of similar text, claims, and presentation - coupled with a short 21st century attention span - your website has less than ten seconds to move a visitor to action. If it doesn't, that visitor will click away to another site, and then another. Therefore, it's critical that you find a way to break through the noise your competitors are making. But even that's not enough.

Statistics show that even the best-looking websites generate conversion rates of under one percent, so for every 100 visitors you do manage to get, less than one will call or email you. Sound bleak? Thinking of redirecting more of your advertising budget back to the Yellow Pages? Don't. You're on the right track - you just haven't leveraged all the power available to you online.

One-to-Many Communication. On-on-One Feel.

Most websites are little more than electronic versions of Yellow Page advertising. For the most part, they don't encourage interaction beyond the obligatory "Contact me for more information" plea. These sites don't encourage trust any more than their print counterparts. They don't give visitors the warm-and-fuzzy feeling that a face-to-face meeting would. But they can.

Searching for a local service provider online can be a daunting prospect, but even more daunting than the search is deciding which provider to use once you get to the page, especially since most websites promise the standard good service, competitive pricing and high quality.

So how does a business differentiate itself from the sea of competition? Web video makes this possible on a grand scale. Thanks to rapidly improving technology, it's easier than ever to add that warm-and-fuzzy, face-to-face element to your site, replicate an in-person interview, and provide your visitors a chance to check you out before picking up the phone. With Web video, you can present an interview that addresses all the questions and concerns of potential clients. You can keep them on your site longer and give them insight into the "business behind the business." In a way that wasn't possible even a few years ago, business owners can now speak directly to their audiences and showcase their personalities and areas of expertise. This is especially helpful if you are a professional service provider.

Any business that relies on conveying trust-ability will benefit from this type of web marketing. Really, it's one-to-many communication with a one-on-one feel. It's the perfect ice breaker and an efficient means of generating the interest and trust needed to compel potential clients to make an appointment and do business.

A high-quality Web interview placed strategically on your site is a huge timesaver for you and prospective clients because you reach a wide audience in minimal time. Potential clients get the information they need to pre-qualify - and pre-sell - themselves before they call.

Online video delivers some of the best ROI of any advertising medium today and if set up properly, actually ranks higher than text now by the major search engines like Google. Short of spending valuable face time with a potential client (often times a poorly qualified potential client) there is simply no better way to forge a personal connection with them. With that in mind, here are 10 tips to help you get the most of your online video marketing efforts.

10 Tips for Making the Most of Online Video

1. Make Sure Your Video is Professionally Done.
This is an absolute must. The whole point here is to establish credibility and trust, but you'll do the opposite with a poorly executed and produced video. Yes, many of the videos you find on sharing sites are mediocre at best, but that is changing rapidly as companies begin to see the value of promoting themselves in this manner. In fact, a recent Permission TV survey found that 67% of 400 hundred top executives intended to focus their online marketing efforts on video in 2009. The rush is coming - find a personable, engaging interviewer and a top notch production crew to really stand out.

2. Submit Your Video to as Many Outlets as Possible.
While YouTube is the clear leader here, there are many other video sharing sites worthy of consideration. Here are some others you won't want to pass up:

    • Google Video     • Yahoo! Video     • Daily Motion     • MySpaceTV
    • MetaCafe     • Revver     • Veoh     • Blinkx     • Break

3. Embed Your Video on the Front Page of Your Site.
Don't hide what's going to become one of your most effective selling tools on a dusty inside page. Get it out front. Customers and search engines will love you for it.

4. Find Out What Search Terms Your Potential Clients are Using and Put Them in Your Video's Title.
If you don't know what words clients in need of your services are typing into Google and other search engines, get professional help or use some of the resources featured on this page. Once you've identified these terms, use the most popular in your video's title.

5. Make Your Tags and Descriptions SEO-friendly, too.
Most video sharing sites let you tag videos with keywords and post a short description, so get the most out of these by sprinkling in the search terms you've identified.

6. Don't Forget Your Thumbnail.
A thumbnail is a still shot from your video that appears along with search results. Don't waste this chance to present yourself in the best light possible - choose a key moment from your video, preferably one where you're smiling as you speak with your interviewer.

7. Link Back to Your Site.
Put your URL near the top of your video's description. You'll get a higher search ranking and potential clients will quickly learn where to go for more information.

8. Interact With Your Viewers.
Most video sharing sites allow viewer comments. Use this option to answer questions, respond to comments, and further promote your business.

9. Consider a Pay-Per-Click Campaign.
Natural search engine optimization, while effective, takes time to bear fruit. In the meantime, you might want to jump start the process with a pay-per-click campaign that gives you a sponsored search listing. You can learn more about PPC advertising at:

    • www.google.com/intl/en/ads
    • sem.smallbusiness.yahoo.com/searchenginemarketing
    • advertising.microsoft.com/search-advertising

10. Add New Content Often.
Search engines look for it and so do potential clients. Keep your content fresh and up-to-date and keep visitors coming back for more.

With an ever-increasing stream of competition, it's more important than ever to stand out from the crowd. These days standing out means maximizing your online presence and leveraging the technology to present the unique advantages of you and your firm. There's no better way for a growth-oriented business to build a solid and secure future than by using effective and affordable online video.

Contact the H2L team today for a quote on a professional video for your site, its cheaper then you think!

What is Pay per Click?

Pay-Per-Click marketing has become an online phenomenon, with marketers only paying for traffic they receive. As Internet marketing has evolved, pay-per-click is seen by many as the middle ground between paying per impression and paying per sale. Advertisers only pay when they receive traffic that may or may not be targeted.

The pay-per-click advertisements are usually displayed with the advertisement from the highest paying bidder in the top position.
Navigating the complex web of Internet marketing, publishers and marketers are often confronted with terms that seem foreign. This simple guide will assist you in understanding the Pay-Per-Click marketing model.
 An easy way to explain this is to remember that the top results (skyline) of Google and the sponsored results on Google and Yahoo are all paid listings.

Facebook PPC
Recently the social network giant Facebook has started offering a pay per click advertising model. What is exciting about this is that one can not only target keywords and  regions as in the Google model, but also prospective clients by their interests, age, marital status etc. The model is not as advanced as Google yet in its tracking, however it is generally cheaper and can with the right product give far better conversion rates.

Pay Per Click Definitions

Bid - The amount that an advertiser is willing to pay for a click on a specific keyword.
Budget - The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly budgets.
Clickthrough Rate (CTR) - The percentage of clicks on a link. This is usually a percentage based on the total number of clicks divided by the number of impressions that an advertisement has received.
Conversion Rate - The relationship between visitors to a web site and actions considered to be a "conversion", such as a sale or request to receive more information: the percentage of people whose clicks have resulted in a sale or desired action in relation to the total number of clicks on an advertisement.
Cost Per Click (CPC) - The cost or cost-equivalent paid per click-through to an advertiser's website.
Cost Per Thousand (CPM) - The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer's subsequent actions.

Delisting - The removal of a listing as a result of inaction or poor performance.
GeoTargetting - An advertisement targeted at a specific geographical region, area or location.
Impressions - The number of times an advertisement is viewed by web surfers.
Keywords - Search terms or phrases that are related to an advertisement or ad copy.
Landing Page - The specific web page that a visitor ultimately reaches after clicking an advertisement. Often, this page is optimized for a specific keyword term or phrase.
Linking Text - The text that is contained within a link.
Pay Per Click (PPC) - Advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes.
Rank - How well a particular web page or web site is listed in a search engine or advertising results.
Return On Investment (ROI) - The percentage of profit that results in a marketing or advertising campaign. Naturally, advertisers want the amount of money made to exceed the money spent.