Search engine optimizers are starting to realize the value of good domain names.
If you viewed the results from Moniker’s auction at Search Engine Strategies, you may have thought that no search engine optimizers (SEOs) understand the value of a good domain (other than ones loaded with keywords). So it’s refreshing to see an article on Search Engine Watch by an SEO who does get it.
One of his clients was switching domain names and found an available domain name. But it was a bad one. The one they really wanted was for sale for $20,000, which they said they couldn’t afford. Mark Jackson of Vizion Interactive explained to the client that perhaps $20,000 was well worth the money:
We knew that this exact keyword phrase generated approximately 180,000 searches per month because this prospect bought PPC ads on this exact phrase for many years. And, based upon some studies, we know that a number one organic search engine ranking could get them up to 56 percent of all of the clicks. Even if we “only” had a number two or number three ranking, we could expect at least 10 percent click-through ratio.
This client was also discussing cutting way back on their Google AdWords campaign because the CPC wasn’t getting them the return it once did. They know they can make money on a $2.50 CPC, but in recent months, the CPC has skyrocketed to $5 (or more) per click.
Let’s do some math: $2.50 CPC times 18,000 clicks (a 10 percent click-through from 180,000 searches) equals $45,000.
That math works. And the prospect is now reconsidering what they can and can’t afford.
The article goes on to discuss type-in traffic benefits of domain names as well, and notes that you can finance large domain purchases like this through Domain Capital.
Of course there are other benefits that are often overlooked. The CPC the company is paying for Adwords may be reduced by using a better domain name. People are more likely to click on the ad, which could result in a lower CPC. Then there are the benefits of name recognition, credibility, ease of spelling, etc.