I just read an article today that epitomizes how some people who should know better simply don’t.  And worse yet, they are spreading their misinformation and poorly developed opinions as if they are authorities on the subject.  I’m not linking to it, but you can surely find the article I am about to discuss with the information I am about to provide.

American Public Media, a nonprofit organization, is the second largest producer and distributor of public radio programming and the largest owner and operator of public radio stations in the nation.  Cash Peters, who I have never heard of but has his own Wikipedia entry, (ooooh) started his one-sided rather biased article about the domain industry with the following opening salvo:

“The practice of hoarding available domain names on the Internet may soon become a broken business model.”

To Mr. Peters I would reply that all of the domains I own I purchased with a very specific use in mind.  Every domain that I own can be developed into a viable business or  add value to an existing entity’s marketing efforts.  Kinda like if I were a land developer and I only purchased acreage that I could build something on, or later sell as undeveloped land to someone else to build on.  If no one ever bought another domain from me ever again, I would still be able to develop a viable affiliate business model on every domain that I own.

Cash then goes on to discuss how the solution to thwarting those “cyber-squatting” and “greedy opportunists”  is to “…Extend the number of top level domain names — from your basic dot-coms and dot-orgs — by adding tons more.”

Such genius!  We all know how well that has worked in the past.  Plus I am always struck by the use of the term “cyber-squatter.”  Back when the American West was being won, “squatters” were the hardworking men and women, often with families, who staked out legitimate claims only to be bullied, murdered and driven out by the largest land owners (the big ranchers).

Anyway, one more quote from Cash that I can’t pass up is, “Choosing a domain name is such a drag. No matter what name you think of, it’s already taken.”

Waaaa, waaaa

Don’t these people realize how immature they sound?  “I wanted that domain but someone else who had an idea for it bought it first for $8.”  Poor baby.  Listen, every day I find a domain that someone has registered before me.  I do what I recommend you do.  If the domain you want is going to be profitable for your business make the decision to buy or not buy based on whether the return is there, not on the fact that you could have paid less for it 10 years ago…or even last week.   Is everyone who bought Dell or Microsoft stock before they split a gazillion times supposed to sell you theirs’ just because you didn’t have the foresight, money or cahones  to buy it when they did?

It makes me shake my head that people gladly pay $2 for a bottle of water or $4 for a Starbucks latte, but will bitch and moan about spending a few dollars to secure a domain that can make a huge impact on the future success (or failure) of their online business initiative or marketing strategy.

Traditional Advertising Vs. Keyword Domains

Most brick and mortar businesses will pay hundreds of $ for a simple company sign that goes in a window, but those very same companies remain skeptical about the value of keyword domains that can capture search engine or type-in traffic forever.  Shelling out $100 a pop for business cards for new employees that never get used is smart, but securing a domain name that will command search engine rankings and drive traffic to the core business at minimal expense is a waste of money?  Such shallow thinking is truly beyond me.

Worse yet is how companies (even start-ups) will pay hundreds, even thousands of dollars per year for a simple online Yellow Pages advertisement that very few people will ever find.  Think I am exaggerating?  Go get yourself a free business listing at YellowPages.com (a free back-link never hurts) and at some point in that process you will be prompted to upgrade from the free listing to a $125 PER MONTH web listing.

It is easy to rank on the first page of Google

Here’s a tip, and some shameless self-promotion at the same time.  Save the $1500 on the premium Yellow Pages ad and put it into some solid keyword domains instead.   Considering Google’s love affair with direct match domains and landing pages, after simple and minimal development it is not unreasonable to expect a high percentage of developed keyword domains to rank on Google’s 1st page for the specific keyword searched.

To support my statement that it is easy to get on the first page of Google with keyword domains, do a quick search for “leopard bag.”  Google advertising competition for the phrase is maxed out, CPC is $1.39 and Adwords shows exact global monthly searches at 6600.  A simple WordPress blog was all it took to get on the front page.  Note, this is a Zappos affiliate site that my wife built and the only reason I bring it up is to prove my point.  No need to even visit the site, just do the search on Google and see where it shows up.  Then go do a search on “leopard bags” and note the search results as well.

If I can rank on the first page of Google for a competitive search phrase with 3 or 4 posts in a WordPress blog, surely mainstream companies with internal resources and large marketing budgets could be employing the same techniques to supplement their online marketing efforts, rather than relying so heavily on search engines to deliver the paid click.

Here are some examples of keyword domains from my portfolio that could easily be converted into profit centers for start-ups and established companies alike.

AircraftOil.com
At $1.30 CPC it’s not cheap to advertise the keyword “aircraft oil” on Google, yet there are plenty of companies doing it.  Aviation oil is expensive and is usually purchased in bulk quantities, not to mention the aspect of repeat business and a host of other products that can be sold once the new customer is acquired.

DogsClothes.com
With over 12,000 exact Google searches and an estimated cost of $.96 a click, advertisers know we are suckers for our pets.  How is it that they don’t know they can buy and develop the keyword domain and suck all those searches to their own web store?

AccountingTemporary.com
At $2.73 CPC, temporary staffing companies and financial services organizations are paying a pretty penny in the hopes to fill your vacancy.   Why?  Because when you hire an accounting temporary you’re probably going to pay thousands of dollars to that temporary staffing firm.  Know what the number 1 reason for hiring an extended accounting temporary is?  Pregnancy leaves of absence.  Accounting staffing firms stand to earn an easy 5 figures for filling your position for those 8 – 12 weeks until the new mom returns.

Caviar.  Ugh.  I hate the stuff but it sure is expensive and lots of people are looking for it online.  From my portfolio…

AvrugaCaviar.com
PaddlefishCaviar.com
HacklebackCaviar.com

CordlessImpactWrenches.com
HomeDepot, Lowes, entrepreneurs, are you paying attention?  A DeWalt cordless impact wrench sells for $250 – $300 and people are searching online for “cordless impact wrenches” all the time.

CutbackSaddle.com
News Flash:  People who own horses have money to spend.  Your average cutback saddle is going to cost you about $400.  A nice cutback saddle costs around $2000, and there are some as high as $5000.  Point in fact, here’s a used Lovatt & Ricketts cutback saddle for ONLY $2045.  For the cost of a couple of those this domain could belong to a saddle manufacturer, and potentially the best place to buy cutback saddles online.

EngineDolly.com
Ever try to take an engine out of a car without an engine hoist or an engine dolly?  I don’t advise it.  This one is going cheap at $349 to shut out those bad memories.  My therapist would be proud.

SocksWithToes.com
I love this domain, almost as much as my daughter loves her socks with toes.  And with the popularity of Vibran Five Fingers footwear the 2000 or so people who search this exact phrase every month is just going to increase.

Okay.  I could go on all day here about the domains in my portfolio and the quirky ideas I have to development them…but I won’t.  At least not today.

No External Validation Needed

The point is that people don’t have to approve or even understand what we do as domainers to validate that we provide a legitimate and critical service.   My domaining business is rooted in sound business principals, remains profitable, and provides real value to my clients.  I will therefore flaunt my proverbial red hair at every opportunity.

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