Using Search Volume To Select A Domain Name
When I am hand registering a domain name or searching through dropping domains I typically spend a lot of time analyzing search volume based on exact match results from Google. Although this is a good way to look for hidden gems for back order or hand registration there are times that it may be valuable to lower the number of exact searches you may typically search for and reasons it may continue to be something that helps you find a good name for resell to an end user.
We all like to go for the big search volume names because we are hoping for large amounts of traffic from type-ins or hopefully the SEO value we get from having an exact match name. But one thing many people do not realize is that there are certain industries that have quite a bit of competition in the advertiser space, a very limited set of customers, and based on that a very low search volume. But every one of those customers matter. When you have a keyword being searched for 1 million times it may be ok to miss one or two visitors to a competitor but when there are only 100 possible customers per month and the value of the sell can be in the hundreds of thousands or millions of dollars, every single search counts.
I recently picked up several names on drop for just this reason, together they form a network of exact match names in a growing and very lucrative industry where customers are limited but value is high. Where I typically try to not go below a certain number of searches per month for exact match names, in this case the PPC value and advertiser competition shows that a network with decent traffic could be an opportunity for a decent sell to a player in this industry, we are talking less than 1000 searches per month total between the names but all of value. I cannot stress that enough.
At the end of the day we all want lots of traffic but really the amount of traffic and the value of each visitor is determined by the industry being targeted. 100 visitors to a site selling 1 dollar items does not mean much, but 100 customers ending up at a site that could be selling 20 thousand dollars items is a whole different value.
I know this is nothing earth shattering, but sometimes I think we lose perspective of the real value of traffic and why sometimes low search volume does not mean low value.
Very true! I found this out quickly with JuryLaw.com which was one of the first sites I ever had to get over $3 for a single click!
I agree with this totally. Far to often I hear domainers come up with ridiculous rules about the domains they buy. For instance, not more than two words and minimum 5k exact searches. But like what you pointed out those criteria are only really relevant to your potential buyer. An enduser that is only going to make 10 bucks profit off a purchase may not be interested in a domain that has 800 exact searches a month, but an enduser that may make 8 million dollars off one purchase may be just a little more interested.
That’s more than true! Many domains are valued in a wrong way, high priced just because their search volume, while they refer to a small-bucks niche with a lot of competitors.
Sometimes, on the other side, it could happen to you to meet jems under-extimated only because of a search volume criteria.
Bruce…
SHHHHHHHHHH!
Don’t be revealing this stuff! Only so much to go around!
Buying a domain based on its past search history seems to me like buying a used car based on where it was driven by the former owner. If the former owner never drove the car to, say, California then some potential buyers who want to drive to California will avoid buying.
But if you intend to develop the domain (used car) in a way the former owner never developed the domain, why should you give a flying flip what the former owner did or where she drove?
@Stephen – I may have to start charging to limit access:) J/K
@Sidney – By search I am talking about search volume in Google for the keywords not the actual domain itself. The keyword volume has nothing to do with how that domain was used.
That’s true, I just can’t believe there are so many profitable domains out there ready for hand reg. Google keyword tool is a domainer’s best friend
Francis
There are many hand reg gems still available, but they require a business plan beyond parking and pay per click. If you plan on building a real business, aggregating local advertisers, then you have the potential to effectively monetize these domains.
We just put up an advertiser on one of our long tails that is paying $30/month. The $360 in revenue from this one advertiser covers the cost of the domain and the yearly renewal. If a domain is profitable after a single advertiser, just imagine the potential if you can secure 10 or 12 advertisers for a niche “geo” domain.
I would argue, even for low dollar categories tied to low search terms, if you can get 2 to 3 sales a month for your advertiser base, that you can generate significant value.
Bruce ol buddy, if you keep revealing these spot-on secrets, domain noobies are going start referring to you as “Marler The Marvelous”.
Wait… that sounds pretty good! My PR experience has returned!
(That’s if folks, if you want to refer to Bruce properly, please use:)
MARLER THE MARVELOUS!
(I LOVE IT! You sound like a boxing champ!)
keep it up, you’ll get under Elliot’s skin. heh.
@George – Nothing more needs to be said other than “Spot on”.
@Stephen – Thanks. Just trying to help:) As always thanks for the nice comments!