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      "author": "steemitboard",
      "permlink": "steemitboard-notify-cryptokapital-20190616t155038000z",
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      "body": "Congratulations @cryptokapital! You received a personal award!\n\n<table><tr><td>https://steemitimages.com/70x70/http://steemitboard.com/@cryptokapital/birthday2.png</td><td>Happy Birthday! - You are on the Steem blockchain for 2 years!</td></tr></table>\n\n<sub>_You can view [your badges on your Steem Board](https://steemitboard.com/@cryptokapital) and compare to others on the [Steem Ranking](https://steemitboard.com/ranking/index.php?name=cryptokapital)_</sub>\n\n\n###### [Vote for @Steemitboard as a witness](https://v2.steemconnect.com/sign/account-witness-vote?witness=steemitboard&approve=1) to get one more award and increased upvotes!",
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      "body": "Interesting thoughts",
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      "body": "I agree with you. You also might want to put your post in actual categories so everyone will see it. Look on the homepage on the left for all the categories like #blog #introduceyourself #money #writing etc.\n\nBy the way, thanks for accepting my invite",
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      "permlink": "re-cryptokapital-domain-names-impact-seo-not-just-in-the-obvious-way-20170623t043814141z",
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      "body": "I'm glad you accepted my invite from LinkedIn.",
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      "author": "cryptokapital",
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      "title": "Domain Valuation Fundamentals Explained",
      "body": "I think you will agree with me when I say:\n\nIt can be VERY difficult to determine the correct domain valuation range for most domain names.  The last thing you want to do is leave money on the table when selling your domain.\n\nOr is it?\n\nWell if you understand these key elements of domain valuation you can increase your return on investment by multiples.\n\nIn today’s post, I am going to review several factors that impact the value of your domain.\n\nIn the domain community, we use examples to draw similarities to real estate, coins, art, advertising (etc…) to help buyers and sellers understand the value and market for domain names.\n\nFor example, a premium domain is like owning the marque property on Broadway in New York City because of how it connects to consumers and search intent.  A bad domain is like putting a 1,000,000-square foot shopping mall in Jay Oklahoma.\n\nBut, you can buy property in Jay Oklahoma for next to nothing.  Why not save the difference and use it for your marketing?\n\nNo offense against Jay Oklahoma, however, no amount of advertising would support this investment.  I will let you figure out why 😊.\n\nAnother example to explain the domain valuation would be to look at coins.\n\nA 1944 steel penny is worth $110,334 where as a 2016 penny is worth, well a penny.\n\nA 1943 steel penny is worth only $10 (I actually have one).  So why is there a difference in values between these pennies, they are after all only a penny right?\n\nIt is good to draw similarities to other markets because it helps buyers and sellers make quick connections.\n\nDomain names, however, have a uniqueness that sets them apart from these categories.\n\nUnderstanding the value of a domain name can have a profound impact on your return on investment, both for selling and acquiring a domain.\n\nAlthough the internet has been around for over 20 years, there is still a lot of misunderstanding of how domains are valued.  More importantly, there are only a small percentage of people who understand how a great domain supercharges the value of a brand’s positioning and marketing.  These would be people like Elon Musk (Tesla.com), Paul Graham (Y Combinator), etc…\n\nAfter reading the rest of this article, my hope is you gain a deeper understanding to establish the value of a domain you want to acquire or sell.\nHere are 6 factors to consider that determine the value of your domain.\n\n    The general market for domains\n    How different types of businesses will invest differently\n    Size of the market based on the domains connection and meaning\n    How the domain will be utilized\n    Where and how you sell your domain\n    Using Google CPC as an indicator\n\nThe general market for domain names.\n\nOne way to understand the market for domain names is to look at the number of new businesses that are started each year.\n\nAccording to this article in Forbes there are over 500,000 new businesses started each month in the United States alone.\n\nIf you look at Europe there are about 2.4 million new enterprises created yearly (based on 2014 statistics).\n\nWhen you include the entire global market for new businesses, this number is well into the millions of new business.\n\nThis blog on the Wall Street Journal estimated there are between 22 million to 27 million active businesses in the USA.\nWhy are we looking at these statistics?\n\nWe are looking at the statistics because our world is now increasingly online and domain names are inseparable from branding and businesses.  A very large percentage of these companies will purchase a domain name to support their business.\n\nEach of them will have different needs however they will want to own their brand name online.\n\nMany brands also own multiple sites to support their brand and marketing efforts.\n\nThis global demand for domain names continues to increase while the supply of quality domains is fixed.  How many companies can own Delta.com.   How many businesses have Delta in their business name (hint: lots of companies)\n\n    KEY TAKEAWAY: This classic supply and demand matrix shows why premium domain names will continue to increase in value.  Domain valuation is impacted by the number of new businesses needing to position themselves in the marketplace.\n\nThe size of the business acquiring the domain will determine the domain value.\n\nIn a previous article, I outlined the different companies and their domain needs.\n\nThe valuation of your domain will be different to each of these startups.\n\nDomains that allow for a broader appeal and target market will have a higher valuation.\n\nHere is a recap of the 6 startup types.\n\n    Lifestyle Startups\n    Small business startups\n    Scalable startups\n    Buyable Startups\n    Social startups\n    Large company startups\n\nEach of these business models will use resources and assets in a different manner with a different rate of return.  A domain name is no different.  What business type does your domain target?  This will determine the domains valuation.\n\nThe goal of a lifestyle startup is not to be the number one share nationally for a particular vertical.  They are just looking to make money to support their lifestyle.\n\nFor example, the local surf rental company in Honolulu Hawaii will never be able to leverage a domain like Surf.com.\n\nInterestingly Surf.com is owned by Unilever which shows how domains cross categories beyond the obvious (more on this later).\n\nScalable startups will value a domain that allows their brand to go big. They are looking to create an amazing brand experience, and an exact match domain to their brand is a necessity.  They will achieve a higher return on investment owning their brand online, especially in the (.com).\n\nScalable startups will acquire a premium domain name because it communicates to Venture Capital investors that they understand marketing and branding.\n\nVenture Capital companies want to pick out winners, and a short, descriptive or category defining domain quickly instills confidence for their investment.  It shows them the founders understand branding and marketing.\n\nLarge established companies will value and be able to pay more for a premium domain simply because they have more resources to achieve a return on investment and understand the power of branding.\n\nThe competition for premium domain names between scalable startups, buyable startups, and larger corporations is what has driven up the value for domain names.\n\nThis is kind of like the New York real estate market.  The more buyers there are the higher a seller can get for the property.  The more buyers for your domain the higher the valuation.\n\nThe only difference is that most premium domains never get sold again because they become working assets.\n\nMany companies also do not sell premium category defining keyword domains because they don’t want their competition to utilize it against them.\n\n    KEY TAKEAWAY:  Determine what business class and size your domain name attracts.  Down below we show a general rule of what each business class will spend on a domain for branding.  Domain valuation will differ drastically for each of these groups.\n\nThe size of the market will typically determine the domain value\n\nDoes the meaning of your domain name connect with one market or multiple markets?\n\nThe size of the market that your domain connects with is also a great indicator to use for the domain valuation range.\n\nThe larger the market size and growth typically the heavier the competition.\n\nFor example, the online encryption and security business is projected to be a $9B industry by 2021.\n\nHere are several of the top companies in this industry.  These are in no particular order however just a sample of the brands that are competing in this space.\n\nLook thru this list of brands and without any additional information which top three brands would you pick as a possibility.\n\nNow consider a domain like Encrypt.com.  Would this make it to your top three list?  This is the power of a premium domain.  It cuts thru the noise and effortlessly connects to consumer intent.\n\n    zixcorp\n    Disrupt\n    entrustdatacard\n    barracuda\n    citrix\n    truecaller\n    entrustdatacard\n    kldatasecurity\n    cloudlock\n    koolspan\n    symantec\n    cellcrypt\n    thales-esecurity\n    sepior\n    quintessencelabs\n    eset\n    cryptzone\n    ForcePoint\n    CrowdStrike\n    ProofPoint\n    verifyle\n    rpost\n    vormetric\n    wickr\n    vasco\n\nThe online encryption and security vertical is one of my top five industries for 2017.  I believe we will see more companies entering this space and stronger growth as consumers become more educated.\n\nNew startups will need to differentiate themselves from the long list of brands in this space.  A strong brandable domain that transfers over will become a valuable asset to their marketing and branding strategy.\n\nAnother example is the FLU industry which is projected at $4 billion dollars globally.  A domain that helps to build a brand or a marketing campaign will have a higher value, because the size of the prize or share is larger.\n\nMany domains will cross over to multiple categories.  The example of Surf detergent using Surf.com is an excellent example of branding.  A premium domain can have a broader appeal beyond the obvious industry or definition.\n\nThe size of the market typically plays a significant role in the valuation of the domain.  The reason for this is the return on investment can be higher and quicker.\n\nDetermine how many verticals your domain targets to understand the quality and quantity of potential buyers.\n\n    KEY TAKEAWAY:  Domain valuation is higher for domains that connect with a growing and larger industries.  Determine the size of the industry that connects with your domain.  How deep is the competitive landscape.  Does your domain connect in a way that would help a new company or product differentiate from the competition?\n\nHow will it be utilized?\n\nHow a business will utilize the domain name will determine the value.  The higher the return on investment the higher the value that is placed on the domain.\n\nTypically, in the hierarchy of utilization, the branded domain will have the highest usage and rate of return.  This is because of how the domain connects to the brand and everything that touches the brand.  Marketing is supercharged the closer the brand and the domain overlap.\n\nThis is why Hive acquired the domain Hive.com and retired the HiveTeams.com.  They experienced a 40% increase in traffic by owning their brand online and making the journey effortless for their clients.\n\nDomain names are used in two principal ways.\n\n    Brand\n    Marketing campaign or lead generation\n\nDepending upon the industry and the strategy a business may own several brandable domains.\nHere is an example of the several brands that Salesforce owns.\n\n    Salesforce.com\n    Data.com\n    Desk.com\n    Pardot.com\n    Force.com\n\nGetty images also own multiple brands in the stock photo vertical.\n\n    GettyImages.com\n    FreeImages.com\n    iStockPhoto.com\n    ThinkStockPhotos.com\n    Photos.com\n\nBrands also utilize domains for marketing campaigns.  These can help the brand stay focused on a message or target market.\n\nThere are multiple reasons and uses for marketing campaign domains.  For example, when a company launches a book they may want a separate website to use a lead capture page.\n\nThere is typically more flexibility in a marketing campaign domain which is one reason they will have a lower valuation than a brandable domain.\nHere is how StoryBrand.com utilizes marketing campaign domains.\n\n    StoryBrand.com – main site\n    FiveMinuteMarketingMakeover.com\n    5MinuteMarketingMakeover.com\n    BuildAStoryBrand.com – podcast, and blog\n\nDetermine whether your domain will be used for a brand or marketing campaign.\n\n    KEY TAKEAWAY:  Domain valuation will differ drastically depending upon the use for the domain.  The value for a brandable domain will be higher than a domain that will only be used to support a business’s marketing efforts.\n\nSo far, we have looked at the size of the business that the domain attracts, the size of the market the domain attracts and now how a company will utilize the domain all impact the value of the domain.\nTypes of domains\n\nThe value of a domain can also be determined by the type of the domain.  The more categories a domain can reach the higher the valuation.  Keyword domains are now regularly used outside the obvious description or descriptive definition.\n\nMany branding agencies break down branding and domains types into three main categories.\n\n    Descriptive – The brand or domain describes what the company does\n    Suggestive – suggests what a brand is about however evokes creativity\n    Inventive – creating a new word or using words or phrases that have nothing to do with a company’s industry or product offering\n\nHere is an example of this in use in the phone conferencing vertical.\n\n    Descriptive – FreeConferenceCall.com\n    Suggestive – Webex.com\n    Inventive – BlueJeans.com, LifeSize.com, Calliflower.com\n\nAbout every other week, a Founder or CMO will tell me that they are the only one that has an interest in a certain keyword domain.\n\nThis is a huge risk because of how domains are used.  Just using the above example who would have thought Surf.com would be used for a detergent or BlueJeans.com for a conference call software or Kabbage.com for a small business loan company.\n\nStartups are now forced to use creative keyword domains for branding because of trademarks and domain availability.  This impact raises the domain value for domains that fall into the suggestive or inventive category.\n\n    KEY TAKEAWAY:  What type of domain do you own and how will it be used.  Be realistic and honest if it is a good fit.  Your domain could cross over into other verticals that have no direct correlation.  Domain valuation is also impacted when a company uses your domain with the inventive approach to branding.  \n\nKeyword domains, length of the domain & gTLD ending\n\nDomain valuations are also impacted by the length , the number of words, if the domain is a keyword, and order of the words.\n\nThe goal of a domain is to make it effortless for consumers to interact with the brand.  When you add words in front or behind the brand this takes more effort to communicate and thus valuable marketing dollars are wasted.\n\nThere is a massive difference in the value of a domain that adds words.  This is why startups typically go this route because they have limited resources to invest.\n\n    Example.com\n    MyExample.com (little value because it will be confused with Example.com)\n    ExampleMy.com (worthless)\n    GoExample.com (little value because it will be confused with Example.com)\n    GoesExample.com (worthless)\n\nThe length of a domain has a significant impact on the valuation of the domain.  Short one word or two-word domains that are category defining regularly sell in the six figures USD.\n\nThe reason why shorter domains are valuable is that they are easier to share, type and email without errors.  This supercharges every dollar that is spent on marketing.\n\nA great source to view domain names sales that have been made public is NameBio.com.\nHere is a look at the top 5 domain sales for 2016.\n\n    HG.com sold for $3,7000,000 USD\n    Rate.com sold for $725,000\n    01.com sold for $1,800,000 USD\n    Refi.com sold for $500,000 USD\n    Asset.com sold for $406,000 USD\n\nAbout 75% of sales are under a “non-disclosure agreement” so will never be made public (this is my estimate).\n\nYou can go to my book .COM Strategies to see a recap of the top name sales by category.\n\nDomains and brands are inseparable so the closer a domain is to the brand the higher the valuation assuming that it also scores high on what we mentioned about the size of the market, size of the business, usage intent.\n\n    KEY TAKEAWAY:  Domain valuation can differ drastically by the length, words, spelling and order of words.  Will your domain be used as a brand name or a marketing campaign.  If it is for a marketing campaign, is it phonetically correct?\n\nWhat platform are you using to sell your domain?\n\nThere is a great expression that transfers to your domain name –  “Fish where the fish are gathering.”\n\nWhere you sell your domain will also be a determining factor to how it is valued.\n\nDomains are sold in three principal platforms or ways.  While they can all overlap, they do attract different clients that will value your domain differently.\n\n    Auctions (NameJet.com, Flippa.com, etc…)\n    Outbound marketing to end users (typically thru a broker)\n    Inbound leads (you can use a company like Uniregistry.com or Efty.com)\n\nAuctions will generally attract the wholesale market which is looking to buy the domain and hold it to later sell to an end-user company.\n\nWithout proper marketing, end-user companies are typically not even aware that an auction is taking place.  If they do become aware, most companies need time for approvals and strategy discussions.\n\nAuctions do provide liquidity however rarely will fetch the higher value that an end-user company will value the domain.\n\nInbound leads from vetted business will typically pay the most for a premium domain.  This can take years (maybe decades) if they find your domain and consider it as an option.  If you can hold out and don’t mind waiting years this may work.\n\nOutbound brokerage is the best way to get your domain in front of qualified end-user companies.\n\nIt can take months of hard work, however, having your domains as an option when strategies align is priceless.  Your domain will achieve the highest return on investment when it is utilized to drive revenue.\n\nThere is a way to communicate and market your domain to end user companies properly.  This can also be done incorrectly.  If you have a valuable domain please be cautious in your outreach.\n\n    KEY TAKEAWAY:  Domain valuation is impacted by where and how you sell your domain.  Where do you plan on selling your domain name?  Be aware that each method will achieve different results with different timing.  Outbound brokerage will get your domain in front of end user companies, where it has the best  possibility to be an option when the timing is right.\n\nGoogle CPC and search volume can be a good indicator of domain value\n\nGoogle search volume and CPC are a good indicator of value because they put metrics behind what we discussed above.\n\nThe power of a premium domain is how it matches consumer intent, supports your brand or defines a category.\n\nGoogle search volume shows the interest level for a set of keywords.  Higher search volume obviously shows more interest.\n\nA higher Google CPC also demonstrates the demand for a keyword.  For example, a keyword domain with a CPC of $40 will typically have a higher value than one with a CPC of $2.\n\nIf a site has organic type-in traffic, you can estimate the value by multiplying a factor of the traffic by the CPC.  This should be factored into the price of the domain.\n\nThis should be used as a guide only.\n\n    KEY TAKEAWAY:  Domain valuation is impacted by how often a matching keyword is searched.  Higher CPC and traffic is a great indicator and gauge to use to determine demand and quality of your domain name.\n\nVery rough categories for domain evaluation\n\nI can guarantee you that this next section is going to ruffle a few feathers.\n\nThese rough categories are my observations having contacted over 12,000 companies of varying sizes and verticals.  I do plan on updating this every year and might even do a spinoff of just this section.\n\nMisspelled domains – worthless\n\nPhonetically incorrect – very little value\n\nBranded domain based on the size of the startup.\n\n    Lifestyle Startups – $10 to $500\n    Small business startups $100 to $10,000\n    Scalable startups $25,000 to $250,000\n    Buyable Startups $100,000 to $350,000\n    Large company startups $100,000 to $1,000,000\n\nPremium marketing domains will typically be in the $5,000 to $100,000 range depending upon the investment or dollars a company is going to put behind the campaign.\n\n    KEY TAKEAWAY:  Domain valuation is higher when they can be utilized to produce higher returns.  Companies that have strong growth plans or established successes typically want higher quality domain names to support their brand positioning.\n\nSummary:\n\nThe domain name market is a lot like real estate.  They are assets that appreciate in value and provide a competitive advantage for brands.\n\nFinding the proper value of a domain is not an easy task.  It takes serious research and an understanding of the market.\n\nThere is no magic formula.\n\nHopefully, by reviewing these six factors, you will have a better idea what drives the value of a domain.\n\nWe do provide professional domain appraisal services.\n\nLet me know how I can help.",
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      "title": "Domain Names Impact SEO (not just in the obvious way)",
      "body": "Getting ranked on the first page of Google for your search term is priceless.\n\nI think you will agree with me when I say that SEO is critical to any company’s success online.\n\nSo then…SEO is King, right?\n\nWell, sort of….\n\nIf you understand these key elements of how your domain name impacts your branding and SEO you could increase your traffic by 40% or see 2x in your click-through rates.\n\nWhen you deal with the quality of domains and the number of companies we contact you hear several reoccurring objections.\n\nOne common objection we hear is:\n “My SEO team says domains don’t matter anymore”.\n\nSEO has come a long way, and a good SEO team should be able to get your domain ranked above the competition.\n\nThis does not mean that branding is dead or domain names don’t matter.\n\nIt is actually the opposite when you look into the details of what makes SEO successful.\n\nYour brand and domain name impacts every level of your company and culture.  It is how you speak of business, how you introduce yourself, and email.\n\nSEO is a major and crucial element to the success of any online business.  The SEO team should help but not be driving significant branding decisions.\n\nThe skills of the SEO team and the branding team are different.  This is kind of like saying when you are buying a building for your business/store, my accountant doesn’t think location matters anymore for my business.  Your accountant is necessary but within their expertise.\n\nIf you let pure algorithms determine your branding strategy, you run serious mistakes of building your foundation on a weak brand which impacts conversion, positioning, and product expansion.\n\nFor example, Gusto rebranded from ZenPayroll because they needed a brand that would allow them to increase their product offerings.  They also captured the direct brandable domain – Gusto.com.  This decision actually hurt their short-term SEO however positioned them for long term growth (more on this later).\n\nA great brand will increase you SEO because of how it captures authority, leadership and reinforces your brand.\nDomains Names Impact SEO in several foundational ways.\n\nHere are several of the ways that domains impact SEO in a positive way.\n\n    Branding\n    Communicate leadership positioning\n    Conversion\n    Link building\n    Building trust\n    Email\n    Ease of sharing\n    Avoiding confusion with other brands\n    Connecting with consumer intent\n\nWhy are domains important to SEO?\n\nDomain names impact SEO  however not always in an obvious way.\n\n    Too often SEO experts get stuck on the algorithm side of SEO and forget the human element of SEO and impact from building a great brand.\n\nYour domain needs to match your brand.  The closer your domain is to your brand the exponential impact to your marketing and positioning.  It communicates power with your marketing.  This is because we have come to expect top companies to own exact match, premium, and category defining domains.\nWhat are the key elements of SEO?\n\nHere is how Neil Patel defines Search Engine Optimization (SEO)\n\n    “Search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a particular keyword.” Neil Patel\n\nHere are some of the basic SEO strategies that Neil writes about – (my recap)\n\n    Produce quality content\n    Make sure people want your content through keyword research\n    Post often to keep the content fresh\n    Make sure your content is optimized for the search engines (titles, meta data, etc…)\n    Get backlinks and lots of them\n\nIf you are looking for more information, I would recommend checking out the Backlinko summit from Neil and many top experts in SEO.\n\nBrian Dean is the master at backlinks and understanding their importance on impacting your sites SEO.\n\nHe analyzed over one million Google search results to understand what is the top item impacting SEO.\n\nHis key Takeaway was that links from a diverse group of domains are vital for SEO.  He found the number of domains linking to a page correlated with rankings more than any other factor.\n\nThey also found that longer content that covered a topic in depth outperformed content that was shallow.\n\nHow your brand/domain connects with your content will play a determining factor in generating backlinks.\n\nYour content needs to be authentic and connect with your audience.\n\nAcquiring backlinks is an important part of every SEO strategy.\nHaving an authoritative domain and brand will impact your ability to get links.\n\nLinks are easier to get when you brand communicates authority and consumer intent.  Think how much easier it is to get links with Sand.com versus DebbiesSandCompany.com.\n\nShort brandable domains are highly valued for this very reason.  For example, Fly.com recently sold for $2.8M in April 2017.\n\nIt is kind of like how when you look in your inbox and see an email from someone saying they are from your bank but using a super spamy email address (very creepy).\n\nThe shorter the domain or closer to your brand the more trust we put into link.  We think this way because there are so many scams and viruses today.  It is just how we protect ourselves online.\n\nSEO implies that you have a link to share and keywords are a major element of ranking and connecting to intent.\n\nSEO supports a great brand by getting the message out to drive traffic.  The strong the brand, authority, and leadership of the company the easier SEO become.\n\nNotice that Neil uses NeilPatel.com, QuickSprout.com, Kissmetrics.com and not MyNeilPatel.com or QuickSproutUSA.com.  Also look at how Moz utilizes MOZ.com for their domain and not MyMoz.com.\n\nI am sure this comment is going to upset quite a few people, but you lose trust points the longer the domain and further from your brand (outside of category defining domains).  The .com domain instills the most trust because of how widely used it is today.  This is why .com domains will sell for 90% over other extensions – like the .net TLD.\n\n \n\n     Key Takeaway:  Do domain names impact SEO?  Yes, domain names impact SEO however not always in the obvious way.   Strong brands are easier to promote which helps with your backlink strategy.   SEO experts that focus on the human element of SEO and impact from building a great brand will increase conversion.  Your domain name is inseparable from your brand because of the influence of our online world.\n\n     \n\nWhat makes a great brand?\n\nOk, so why are we talking about branding?\n\nWe are talking this because branding and domains are now inseparable.  Great brands own their brand domain online (especially in the .com).\n\nThe first step for most brands today is to research and determine if the domain and trademark are available and in use for their category.\n\nMost of us have the intuitive sense when we come across a great brand.  This is because of how the brand interacts at all aspects (product, messaging, mission or 4 P’s…etc…) and touch points.\n\nIt is kind of like when you hear someone say…ahh what a great brand.  It just works.\n\n    From a domain name point of view, your domain should almost go unnoticed because it should match your brand’s identity.  Nobody sits around and say’s wow Amazon has a great domain.  That is because Amazon has made their domain selection effortless by owning the exact domain in the (.com).\n\nSide note, once a domain is connected to brand it becomes much more than just a domain.  This is why the domain Cars.com was valued at $837M on their financial statements.\n\nWhen a company’s domain does not match the brand, it creates dissonance in our minds.\nThere are lots of great resources on branding online.  I picked these three to sum it up.\n\nBusiness Insider\n\n    “The best brand names become a part of consumers’ vocabularies and synonymous with the items they represent…”\n\n    “A name is a moniker that a company is going to wear probably the longest of anything we develop,” says Sasha Stack, a partner at the Boston offices of brand-strategy and design firm Lippincott.\n\n     \n\nHubpsot – What is brand identity?\n\n    A brand is the “name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers,” according the American Marketing Association. Your brand identity is the representation of your company’s reputation through the conveyance of attributes, values, purpose, strengths, and passions.\n\n    It includes what your brand says, what its values are, how you communicate its concepts, and which emotions you want your customers to feel when they interact with your business. As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.”\n\n     \n\nDelux.com  – Six Reasons why strong brands are important to small businesses.\n\n    Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier.\n\n    A brand represents the sum of people’s perception of a company’s customer service, reputation, advertising, and logo.\n    Ways a strong brand impacts your business\n\n        Branding Improves Recognition\n        Branding Creates Trust\n        Branding Supports Advertising\n        Branding Builds Financial Value\n        Branding Inspires Employees\n        Branding Generates New Customers\n\nYour domain is intimately associated with your brand.  If they do not match it creates confusion and dilutes your brand online.  The closer your brand is to your domain the exponential impact to your marketing.\n\nThe decision to own your exact match domain online needs to consider how it impacts the ROI on every single one of these branding elements.\n\n    Key Takeaway:  Your companies domain name supports every foundational element of your business.  Your domain name reinforces your strong brand.  A premium domain can elevate your company overnight into a leadership position.  A great brand compliments SEO making your links easier to share and build.  Domain names impact SEO by creating and reinforcing strong brands.\n\nHow is your brand positioned against the competition?\n\nIn an earlier post I breakdown why traditional advice on brand ranking is wrong.\n\nToday, a brand’s domain name is an essential element into the ranking process.\n\nThe first interaction with most brands is online and in search.  It is kind of like when you are looking for a product, so you do a search and 10 companies show up stacked on top of each other.\n\nConsumers now need to make quick split second decisions on which of these 10 companies are relevant.  How do they do this in a category that could be unfamiliar to them?\n\nEven if you are ranked on the first page of Google does your brand stand out and connect with the consumer’s intent.  This will have an impact on your conversion.\n\nMany times, a major differentiator on the search page is your brand and domain.\nHow can new companies cut through the competition to stand out?\n\nYour domain name or brand is now a quick way to differentiate and move up the brand ladder\n\nWe are saturated with marketing messages today.  Our brain needs to simplify these messages and is forced to make quick decisions.\n\nYour domain, brand and product name do have an impact into how consumers rank you against the competition.\n\nThe good new is that the digital age has allowed small companies to take the big guys head-on.\n\nTechnology advances have made it easy for smaller startups to look like the category leaders.\n\nOften when I am visiting websites in my marketing outreach, I am amazed at how similar they look.  Most even use the same sitemap and similar copy.  If you just looked at the top sites without brands, it would be almost impossible to differentiate companies in some verticals.\nDomain names impact SEO by connecting with search intent.\n\nHave you seen this study by VeriSign?\n\nTo help determine if there is a benefit to registering domain names that include keywords over those that do not, Verisign analyzed 11 million search query results from approximately 1.55 million search query sessions in the month of September 2015 from comScore’s U.S. consumer panel\n\nHere is what they found:\n\n    The domain names with keywords that overlapped with the search terms had a click-through rate almost two times higher than domain names without overlap.\n    Internet search users are almost twice as likely to click on a domain name where the second level includes at least one of the keywords in their search query, compared to a domain name that does not include any of the keywords in their search query.\n\n Verisign Study\nWhat about the impact on a brand owning their perfect domain?\n\nJames Iles at NamePros.com did an interview with the founder of Hive.com.  They initially launched with the domain HiveTeams.com because the major domain extensions with Hive were taken.\n\nIn early 2016 they were successful in purchasing the domain Hive.com.\n\nWhen asked if purchasing Hive.com was a good investment for his company here is what he said.\n\n    “I believe that a credible domain name is absolutely critical to success, especially for a B2B business. It was a top priority for us. We saw a 40% increase in traffic immediately after securing our preferred domain.” John Furneaux – CEO\n\nHive\n\nNext time someone says your domain doesn’t matter bring up this example with Hive.com.\nHere are several other case studies on why startups chose to acquire the exact match domain for their brand.\nKiwi purchased Kiwi.com\n\nKiwi.com rebranded from SkyPicker. Here is the founder of Kiwi.com had to say about why they chose Kiwi.com.\n\nNamePros full interview is here\n\n    NP: How did you choose the domain Kiwi.com? Did you have specific requirements when choosing a new name?\n\n    Oliver: The main requirements were to find a simple, short and memorable name. There are only a few words with the same pronunciation, spelling, and meaning in most global languages, and kiwi is one of them. This simplicity gives us the opportunity to grow globally with very recognizable name and premium .com domain.\n\nKIWI\nTuff & Needle – purchased TN.com\n\nThe founders of Tuff & Needle acquired a super rare two letter .com domain TN.com.  Here is what they had to say about this acquisition.\n\nNamePros full interview is here.\n\n    NP: Why, ultimately did you decide to acquire TN.com?\n\n    TN: The team at Tuft & Needle loves the simplicity of TN.com. It’s short and memorable, making it extremely easy to mention in a conversation and to memorize after seeing it just once.\n\nTN\nDue.com\n\nJohn Rampton has been named Entrepreneur Magazine’s top 50 online influencers in the world and to the top 10 most influential PPC experts in the world.\n\nHe purchased the domain DUE.com (along with the social media handles) because he saw the potential and impact it would have on his business.\n\nYou can view the entire interview at Domain Sherpa.\n\nHe purchased DUE.com for $130,000 USD.\n\n    QUOTE:  “…I really like short, one word domains. You can’t beat them. A person’s perception in their mind of Due versus Duenow, to Google, it’s all the same, to a person coming to your site, it’s a lot more brand perception and a lot more credibility instantly.”\n\nDue\nGoogle Ventures\n\nGoogle Ventures is another place to look for examples of great brands that made it bigtime.\n\nNotice that an overwhelming majority of the Google Venture investments own their exact brand domain in the (.com).\n\nAcquiring the perfect domain for your brand is a foundation element of branding.\n\nHere are several of their investments.\n\nGoogle Ventures\n\nIf your are wondering how to value your domain, read this post.\n\n     Key Takeaway:  Domain names impact SEO by increasing the click through rates and connecting with consumer intent.  When you own the exact match domain for your brand, it can have a significant impact on your traffic.  Your domain is an important element in positioning your brand against the competition.  Great brands own their exact match domain online.\n\nWhat happens when another brand owns your brand online?\n\nPaul Graham at Y Combinator recommends that you acquire the .com for your brand.  Don’t even mess around with another brand.\n\nIt is rare even to have the opportunity to acquire your brand domain online because of the global demand for quality domains.\n\nBusinesses need to seriously consider the marketing ramifications from not owning their brand domain.\n\nIf another brand owns your domain online, this can make it substantially harder to differentiate yourself online.\n\nYour domain by default becomes how you communicate your company because of how online is now dominating how we access information.\n\nIf you need to add words onto your brand how does this impact how you speak about your brand?\n\nHow many times will you need to say, don’t go to Example.com we are MyExample.com.  This creates confusion to your message, especially if the premium domain has a larger marketing budget and drowns out your message.\n\nEmail security is also at risk when you add words to your domain (more on this in a different post).\n\n    Key Takeaway: Domain names impact SEO by ensuring you control your brand and the message online.  If you have the opportunity to acquire your perfect domain this needs to be seriously considered.  Although you may be doing well with a domain that is an offshoot of your brand’s domain think about the ramifications if another company acquires it and controls the dominant message.  Rebranding can be very expensive.\n\nSummary:\n\nSEO, branding and  your domain name selection are intertwined at a level that most don’t think about.\n\nDomain names impact SEO results but at a much deeper and strategic level than just the basics of Google’s ranking algorithm.\n\nYour brand’s positioning is impacted in a negative way when there is incongruence with your domain name.  Adding words or letters to your brand may save you money in the short term however it comes at a significant risk and long term marketing cost to educate your customer.\n\nDoes your company now need to speak of themselves at MyExample.com or GetExample.com to avoid sending traffic to Example.com.  Every dollar you spend could have a halo impact on the competition.\n\nSupply and demand on a global scale means that your perfect domain will not be around forever.  Although you passed on it does not mean there is not value in your domain.\n\nThere is a risk to your business if another brand controls the dominate positioning for your brand online.",
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