How to Become a Web Brand
Posted by admin | Filed under Business
Google, Yahoo, Skype, digg, reddit… what do they have in common? Memorable names. Resonant. Brandable. And domains that reflect the brand. It’s that simple. A short look at the Web 2.0 scenery shows us the keyword domains are out. Today there are less my-keyword-domain.com in the search engine results than a few months ago, because the search algorithms have changed and the search engines no longer place so much weight on the keywords of a domain name than in the past. There are other factors that influence search engine rankings, but this is a matter I will discuss in a future article.
Right now let’s focus on the importance of getting domains that reflect your brand. Writers and artists who work alone use their own names as domain names. We know the brand David Airey, the brand David Carson, the brand Yaro Starak (who owns a domain with his name but uses redirect to entrepreneurs-journey.com), the brand Liz Strauss and so many others.
Google them. You’ll find that they are all focused on personal branding and they bought domains that are the exact mirrors of their brands.
Companies don’t always use people’s names. They create a brand after careful market research and then they start promoting that brand.
If they’d use keywords based domains instead of the name of their brands, this will confuse the target audience.
Imagine a Skype commercial that sounds like: “call free online with Skype. Visit www.free-online-calls.com to learn how.” This would hurt Skype’s branding. It would make it look unprofessional, unreliable, focused on the search engines rather than on the consumers, and the list could go on.
It is probably good to know that any business, no matter how small, needs good planning to be successful. Maybe not a business-plan in the technical meaning of the term, but a draft of clear goals and strategies.
