The Amazing Power of Domains!
A couple days ago there was a blog post on TheDomains about "how stupid SEOs are" and "the amazing power of domaining" where they highlighted how awesome domaining was because a guy registered a domain name he saw in a comic and it sent a bunch of traffic.
What that article failed to mention was:
- That traffic wasn’t from the power of the domain name…that was the power of free advertising & the distribution of the comic strip.
- The same domain name likely received ~ 0 traffic until it was featured in the comic strip. If it had an organic traffic stream for years before being highlighted it most likely would have already been purchased.
- As that comic strip falls into the archives & into obscurity the organic traffic it was driving will drop back to roughly where it started at: 0.
- The flood of new found traffic was hardly a goldmine anyhow. It was entirely irrelevant to his main business, and thus entirely worthless. The only exception there would be unless the person was offering information about comics, installing malware, pushing reverse billing scams, etc.
Being Ignorant Doesn't Create Profit
The laughable (and ignorant) thing about the comments on that post were that some of the people who were commenting were equating SEOs to misdirection & scams that sell traffic off to the highest bidder. Sorry, but that is what PPC domain parking is all about...the ad networks optimize yield & the publishers agnostically push whatever generates the most yield: often scams!
Stating that all SEOs are dumb spammers is precisely the same as stating that all domainers are cybersquatters. Neither are true, and neither serves much purpose, other than aiding the spread of ignorance.
Why Domainers View SEOs Dimly
Many domainers who try to hire SEOs fail badly because they are too cheap & buy from lousy service providers. They feel that since they bought domain x (and sat on it while literally doing nothing for a decade) that they somehow deserve to be the top ranked result. To be fair, it is pretty easy to become lazy and not want to change things when you register domain names & then literally watch them spit money at you. ;)
Against that approach, the smart SEOs (the ones actually worth hiring) realize that it is more profitable to buy their own domain names and keep all the cashflow for your efforts rather than doing 95% of the job for 5% of the revenues. Yes a good domain name is helpful, but with the right attitude you can still do quite well even on a hyphenated nasty looking .info domain name. ;)
Why SEOs View Domainers Dimly
A combination of squandered opportunity & arrogance.
I frequently tell myself that in 3 years or 5 years that the web will be so competitive that it will no longer be as profitable as it is today. And every year I have pushed that mindset back another year while we grew. But who knows how long that will last? Sure as long as there are signals there will be ways to influence them, but if you are not one of the favored parties then at some point it will be challenging to compete.
The Real Challenge: the Search Duopoly vs Publishers
At the end of the day, a lot of us are small players trying to carve out our own niches in a network that is increasingly dominated by a few large companies.
When Google got into the web browser game, one of the big "innovations" was the Omnibox. They integrated search right into the address bar to help drive incremental search volume.
As they were a new browser it was not a big risk or big concern to domainers (as most people who use direct navigation are either people revisiting a website they already visited or people new to the web who are likely to use the most common default web browser - Internet Explorer). Nonetheless, address bar as search box highlighted things to come & a way the web would change.
When Google announced their Chrome OS they decided to do away with the CAPS LOCK BUTTON AND REPLACE IT WITH A SEARCH BUTTON. OOPS SORRY ABOUT THAT. Again, it is not a big deal today, but if that ever became standard the future would grow more challenging.
The big problem with Google doing such innovations is that whatever they do, they also give Microsoft permission to do. Google can't complain about what Microsoft is doing if Microsoft is only following Google's lead.
Let me take that back.
Hey look, Google will recommend *any* browser so long as it is monetized by promoting Google Search. Internet Explorer (the most popular browser) need not apply.
Google allows ads on trademarks. So then will Microsoft.
Just like the Omnibox, Internet Explorer 9 integrates search into the address bar.
As soon as IE9 rolls out, domainers can count on losing traffic month after month. This trend is non reversible in well established markets like the United States & Europe, and in 3rd world markets the ad markets pay crumbs.
More recently Google has suggested dumping the address bar from the browser. Everything goes through the Google front door! A front door which increasingly is 100% ads above the fold.
If that happens, it won't impact domainers much, but if Microsoft copies it, then look out below on domain prices. You wouldn't be able to get to a domain name without first being intercepted by a search engine toll booth. In that environment, a PPC park page produces ~ $0. And even established sites that are generic might not be a great strategy for creating *sustainable* profits if/when the organic results are below the fold. People who invest in brand have some protection against pricing pressures & irrelevant search results, but those who are generic don't typically have much brand to protect their placement nor profits.
This dominance over the search channel is even more fierce when you get on the mobile platform, as there is often only 1 or 2 results visible. Google's Get scraped or go to hell TM approach to review websites is all about extending their platform dominance onto the mobile phone. It has little screen space & they want to be able to suck in as much content as they can to slow down search market fragmentation into custom apps.
Google despised how Microsoft bundled services & believes all other competitors should win market by market based on the merit of the product. Google does not believe this line of thinking should be applied to TheGoogle though, as you need to be a seriously dominant market player to stay in the lead position while opting out of appearing in the search results of the default search engine.
Even on the regular web staying competitive is growing increasingly challenging due to these moves to lock up and redirect normal user behaviors to shift it through an increasingly ad dominated search channel.
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