Janet Johnson, formerly of Marqui, is back in the blogosphere with a newly designed site and an interesting post on the phenomenon of direct navigation, in which users guess at a URL instead of using Google, Yahoo, Ask or another search engine.
Her advice is that if you are using Google’s AdWords service to buy pay-per-click ads on a term like, for example, Rochester MN jeweler, you should consider buying the domain name rochestermnjeweler.com. That is, if the search term you are buying in AdWords isn’t too obscure.
You can read Janet’s thoughtful analysis here.
Technorati: Google, Adwords, Yahoo, Ask, Search Engine, Direct Navigation
I really think many marketers will be able to make enough money on direct navigation opportunities to support their SEM pay-per-click spends. And if you’re protecting a brand, or building a brand portfolio, marketers should consider buying domains as a protective measure. I plan to blog more about this, Lee. I thank you for spreading the word about a new trend in online marketing.
Cheers!
Janet