 Internet marketing has changed in the past few years. The proliferation of blog pages has made Web marketing tougher. All you have to do is search on something at Google and you'll find single long blog pages high in the rankings. This means Web sites are being crowded out.
So what does that mean to you and I?
Just this: buy domain names for your deliverables. What do I mean buy that? If your business is auto dealership law, don't name your site your company name and try to optimize for auto dealership law. The powerful play is to buy autodealershiplaw.com and put a landing page there. That way you're in the middle of the action. If your business is local, put the city name before the deliverable. Tustinpizza.com or Tustinchiropractor.com will pickup everyone searching for these local services. These little sites will bring in more business than your traditional business name site.
This is a new era and we have to adapt accordingly. The brick and mortar approach - promoting your company name - isn't as effective as it once was. There is too much competition vying for search terms. If you want recognition, base your Web marketing around your deliverables, not your company. This is how the Web marketing game is played now.
Little sites, some as small as one long page, fare as well as large sites. Google is in the business of listing pages, not sites. When you search, it brings up the PAGE that it deems most relevant. It's the topic that is important to Google. If the one long page has the most relevant information it wins the prize - a number one ranking.
Google gives a HUGE advantage to the owner of the domain name. They have made the assumption (and correctly so) that the owner the domain name has the most relevant information on the subject. Premium treatment for domain ownership is built into their algorithm.
Promoting your company Web site is still a good thing. When you promote your site properly your company name comes up in a Google search. |
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 Believe it or not, this is a good thing. The real power though, comes in applying this same logic to your products. If you have ten products, buy all ten domain names. If you sell wooden toys, try to get woodentoys.com. If you can't get that, go for woodentoys.net. Then create a little site for each product. Establish a separate Internet brand around each product. You'll wind up with a matrix of web sites all getting good traffic. People viewing these sites are potential customers. That's why they're there. They're interested.
Having a great company site and optimizing for traffic is good. However, if you want to play this game like the pros, stop looking at the company name and start looking at your product names - your deliverables. Then go in and buy high-traffic domain names for each deliverable. The final step is to deploy a small site (or single long page) for each product. Ten products, all deployed on keyword stuffed domain names coming up on page one, works.
Organic listings are better than paid listings. As a Web designer there is no better feeling than to be on PAGE ONE FOR FREE when other companies are paying thousands per month for the privilege. That's playing the game!
Keyword stuffed, product oriented domain names are still available. The reason they are is because most people take the ego-centered approach of basing everything on their company name. But they won't be for long. If you want recognition, deploy small sites on product using terms people search for. I know from personal experience that if you buy a keyword domain name and deploy a relevant site (page title, 4% keyword density, alt tag images, etc.) Google will reward you with a high ranking.
Stop looking to your company name to bring all your recognition. Start thinking about deploying sites for each product or service. Think of Web marketing as a matrix of product oriented sites. Then the phone starts to ring. It's just that simple. |
