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Category-Defining Keyword Domain Names
Domain names are the real estate of the 21st century and in real estate, location is everything. A category-defining keyword domain name has a certain intrinsic value even when it exists as an undeveloped site (as would beach-front property).
This value is derived from:
Its ability to evoke Trust and project Consumer Confidence
Its strength as a Brand
Its Commercial usability
Its ability to capture intuitive type-in Traffic
Its Uniqueness and ability to Resist Dilution
Its Simplicity; is it Recallable?
A descriptive, category-defining domain name will naturally draw on direct and search traffic but be especially strong in terms of capturing Direct Navigators.
81% of Internet users arrive at a Web site by means of Direct Navigation (Omniture/WebSideStory) Direct Navigators that enter “Freestyle” addresses (e.g. UPSTracking.com) convert to leads, purchases, etc. at nearly twice the rate of search engine users. The best domain names are category defining -- those that are descriptive, intuitive, memorable, simple and brand-able. When communicated via any advertising medium, they are unforgettable.
Examples of Brand Owners Making Strategic Investments in Category-Defining Unbranded Keyword Domain Names
Contacts.com (1800 Contacts) EyeCare.com (1 800 Contacts) ContactLenses.com (1 800 Contacts) Glasses.com (1800 Contacts) Flowers.com (1800 Flowers) Gout.com (Abbott Labs) InfantFormula.com (Abbott Labs) RA.com (Abbott Labs) Director.com (Adobe) Flash.com (Adobe) Aluminum.com (Alcoa) Checking.com (Amtrust) HomeEquity.com (Amtrust) Games.com (AOL) AcidReflux.com (AstraZeneca) GERD.com (AstraZeneca) Mobile.com (AT&T) AutoRental.com (Avis Budget) RentaCar.com (Avis Budget) Loans.com (Bank of America) Book.com (Barnes & Noble) Books.com (Barnes & Noble) Archery.com (Bass Pro Shops) Hunting.com (Bass Pro Shops) Aspirin.com (Bayer) Impotence.com (Bayer) MultipleSclerosis.com (Bayer) Incontinence.com (BMS) Platinum.com (CA) Security.com (CA) Auto.com (Cars.com) Car.com (Cars.com) Warehouse.com (CDW) Finance.com (Citigroup) Mortgage.com (Citigroup) StudentLoan.com (Citigroup) Burgers.com (CKE Restaurants) Bleach.com (Clorox) Grease.com (Clorox) Salad.com (Clorox) Computers.com (CNET) Download.com (CNET) Downloads.com (CNET) Gaming.com (CNET) Help.com (CNET) Labs.com (CNET) MP3.com (CNET) News.com (CNET) Radio.com (CNET) Search.com (CNET) Store.com (CNET) TV.com (CNET) Malts.com (Diageo) Rum.com (Diageo) Scotch.com (Diageo) Animal.com (Discovery Comm.) Video.com (Disney) Beauty.com (Drugstore.com) IceCream.com (Dryer's) Pipeline.com (EarthLink) ADHD.com (Eli Lilly) BipolarDisorder.com (Eli Lilly) Fleas.com (Eli Lilly) RentalCar.com (Enterprise Rent-A-Car) Birthdays.com (eToys.com) VirusProtection.com (F-Secure) Movie.com (Fandango) Movies.com (Fandango) 401k.com (Fidelity) Funds.com (Fidelity) Retire.com (Fidelity) YourRetirement.com (Fidelity) Snacks.com (Frito-Lay) Florist.com (FTD) AutoLeasing.com (GE) CarLeasing.com (GE) Women.com (GE) ReInsurance.com (General Re) Asthma.com (GSK) Bipolar.com (GSK) Depression.com (GSK) Diabetes.com (GSK) Heartburn.com (GSK) HeartHealth.com (GSK) Helix.com (GSK) Osteoporosis.com (GSK) Reflux.com (GSK) RestlessLegs.com (GSK) SkinInfection.com (GSK) Sleeplessness.com (GSK) ToothBrush.com (GSK) Acne.com (Guthy-Renker) Easter.com (Hallmark) Greetings.com (Hallmark) Stores.com (Hammacher Schlemmer) Casinos.com (Harrah's) Game.com (Hasbro) Motorcycles.com (Honda) Scooters.com (Honda) Chips.com (Intel) PC.com (Intel) Apps.com (Intuit) Banking.com (Intuit) Baby.com (J&J) Cancer.com (J&J) Cholesterol.com (J&J) GetWell.com (J&J) Hepatitis.com (J&J) Obesity.com (J&J) Pregnancy.com (J&J) ThePill.com (J&J) WomansHealth.com (J&J) Gift.com (JCPenney) DrySkin.com (Kao Brands) CreamCheese.com (Kraft) Mayonnaise.com (Kraft) TennisShoes.com (K-Swiss) DryWall.com (Lafarge) RE.com (LendingTree.com) RealEstate.com (LendingTree.com) Floors.com (Mannington Mills) PetCare.com (Mars) FirstAid.com (McAfee) Construction.com (McGraw-Hill) Sweets.com (McGraw-Hill) Flu.com (MedImmune) Back.com (Medtronic) Pacemakers.com (Medtronic) CervicalCancer.com (Merck) Alzheimers.com (Merck Serono) Fertility.com (Merck Serono) Word.com (Merriam-Webster) GPS.com (Microsoft) Juice.com (Microsoft) Economy.com (MIS Quality Management) Navigation.com (Navteq) Vitamins.com (NBTY) Meals.com (Nestlé) LifeInsurance.com (Northwestern Mutual) AlzheimersDisease.com (Novartis) GenitalHerpes.com (Novartis) RespiratoryHealth.com (Novartis) Shingles.com (Novartis) Lettuce.com (Nunes Co.) Salads.com (Nunes Co.) Vegetables.com (Nunes Co.) Winery.com (NY Times) OfficeSupplies.com (Office Depot) School.com (Office Depot) Retail.com (Oracle) Sales.com (Oracle) Lodging.com (Orbitz) Trip.com (Orbitz) Cavities.com (P&G) Clean.com (P&G) Conditioner.com (P&G) Dandruff.com (P&G) DentalCare.com (P&G) Dentures.com (P&G) Dish.com (P&G) Laundry.com (P&G) Nails.com (P&G) ShowerGel.com (P&G) Toothpaste.com (P&G) Coffee.com (Peet's Coffee) DogFood.com (PetSmart) Dogs.com (PetSmart) Pet.com (PetSmart) Pets.com (PetSmart) Arthritis.com (Pfizer) Vitamin.com (Pharmavite) SemiConductors.com (Philips) Speech.com (Philips) Pharma.com (Purdue Pharma) FundRaising.com (Reader's Digest) Film.com (Real Networks) RheumatoidArthritis.com (Roche) Weightloss.com (Roche) Dictionary.com (RR Donnelley & Sons) Reference.com (RR Donnelley & Sons) Thesaurus.com (RR Donnelley & Sons) Allergy.com (Sanofi-Aventis) Hypertension.com (Sanofi-Aventis) Influenza.com (Sanofi-Aventis) Parkinsons.com (Sanofi-Aventis) Stroke.com (Sanofi-Aventis) IcedCoffee.com (Sara Lee) Ticks.com (SC Johnson) AllergyRelief.com (Schering-Plough) Food.com (Scripps Networks) Beds.com (Select Comfort) LNG.com (Sempra Energy) Benzene.com (Shell) Ultrasound.com (Siemens) Gasoline.com (Speedway SuperAmerica) Network.com (Sun Microsystems) ServiceProvider.com (Sun Microsystems) Shades.com (Sunglass Hut) Educate.com (Sylvan Learning) Van.com (Symantec) Trademark.com (Thomson) Lasik.com (TLC Vision) Jobs.com (TMP Worldwide) Toys.com (Toys R’ Us) Vacations.com (Travelocity) AntiVirus.com (Trend Micro) Trailer.com (U-Haul) BakingSoda.com (Unilever) Eat.com (Unilever) MouthWash.com (Unilever) Sauce.com (Unilever) Softener.com (Unilever) Soup.com (Unilever) Data.com (United Business Media) Plaster.com (USG) Bras.com (Warnaco) Underwear.com (Warnaco) Weather.com (Weather Channel) Weddings.com (WeddingChannel.com) ConsumerFinance.com (Whirlpool) FoodProcessors.com (Whirlpool) TrashCompactor.com (Whirlpool) Ammunition.com (Winchester) DrugFacts.com (Wolters Kluwer) ColorPrinters.com (Xerox) Documents.com (Xerox)
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