1. The Importance of Keyword
Domain Names in Optimizing
Website Traffic
Sedo.com
“Search Engine for Domain Offers”
© Sedo GmbH 2005

2. Agenda
Introduction
• Introduction to the domain market
• Secondary Domain Market
• Domain Pricing
Domains and Online Strategy
• Domain Names as Marketing Tools
• Branding
• Direct Traffic
• SEO and PPC
• Example: Bice’s Florist
How to…
© Sedo GmbH 2005
• Domain investing
• About Sedo

3. Domain Market
Icann
VeriSign
(gTLD) .com .net
Registries
Nominet AFNIC
cTLD : co.uk cTLD: .fr
Fasthost
1&1
Registrars
© Sedo GmbH 2005
Sedo.com, Aftermarket.com
Secondary Market

4. Secondary Domain Market
Domain Traffic Ancillary Services
Marketplace Monetization • Domain Appraisals
• Domain Escrow
• 14 million domains for • PPC
• Domain Brokers
• CPA
sale
• Auctions • Partnership Programme
• Revenue streams from
• Brokers • Online auditing
unused traffic
• Average Price • e.g. old campaign • Rights Protection
• .co.uk domain: €2,227 sites, redundant sites, Programme (RPP)
• .com domain: €1,704
© Sedo GmbH 2005
01/05/09 Seite: 4

5. Secondary Market Stats
Top .com sales in Q1 Top .co.uk sales in Q1
 
Top.com £327,917 Kos.co.uk £15,000
 
Body.com £283,677 Fxpro.co.uk £12,757
 
Forums.com £275,794 Http.co.uk £9,358
 
Dollars.com £269,255 Esalon.co.uk £7,695
 
Flatrate.de £141,616 Capeverde.co.uk £7,621
 
Motor.es £78,447 Modem.co.uk £6,000
 
Basket.com £59,460 Lastminutes.co.uk £5,770
 
92.com £49,710 Luxuryapartments.co.uk £5,500
 
Anwalt.com £48,630 Bluetooth.co.uk £5,000
 
Gonghui.com £44,734 Steroids.co.uk £5,000
© Sedo GmbH 2005

6. Why Purchase Domain Names?
TRAFFIC
VERTICAL BRAND
Shopping.com 
News.co.uk  the
DealTime & Epinions
Lycopene.org  times
Heinz Ketchup Pain.co.uk  nurofen
Pain.co.uk  nurofen
Baby.com P&G WebHosting.com 
© Sedo GmbH 2005
Mobiles.co.uk 
DynamicWeb.com
Carphone Warehouse

7. Domains as a marketing Tool:
Broadband.co.uk:
A well-implemented
affiliate site
 Strong ROI focused,
number 2 in Google
listings
 Domain matches
keyword.
 Gives the site both
relevancy and credibility
 Increase stickiness of the
© Sedo GmbH 2005
site

8. Branding
1. Virgin Radio to Absolute
Radio with the acquisition
of Absolute.co.uk
2. Pizza Hut to Pasta Hut
stunt with the successful
acquisition of Pastahut.co.uk
© Sedo GmbH 2005
through its media agency

9. Direct Traffic
In terms of ROI direct traffic results in some of the highest quality
online.
“Direct Navigation is the largest untapped market for paid
search advertisers and agencies.”
“The best kind of traffic for websites.”
© Sedo GmbH 2005

10. Monthly Direct traffic on parked pages
 Spiele.com 193,557
 http.co.uk 65,610
 curry.co.uk 30,201
 maps.co.uk 18,779
 Blonde.com 19,379
 90.com 17,124
 handys.de 6,377
Overall CTR on these domains is around 10% with relevant ads.
© Sedo GmbH 2005
Note: these are parked pages which have not been developed.

11. SEO and PPC
Domain Strategies within Search
Driving traffic
Maximizing
SEO listings through a
presence within
portfolio of
the search page
names
© Sedo GmbH 2005

12. SEO listings: Cruises.co.uk
Results for „Cruises“
on Google.co.uk
 Cruises.co.uk is #1
Google also highlights keyword URLs
giving stand out on the page.
Increased CTR: The increase
relevence between the keyword and
domain, also highlighted. Client
example 3% increase in CTR
© Sedo GmbH 2005

13. Domain Portfolio: ToolsOnline.com
Bandsaws.co.uk
Welders.co.uk
Generators.co.uk
Trailers.co.uk ConcreteMixers.co.uk
ToolChests.co.uk HedgeTrimmers.co.uk
LogSplitters.co.uk
© Sedo GmbH 2005
 Nearly all sites are ranked #1 or #2 in Google.co.uk
 The domain portfolio is the only marketing spend!

14. Mobiles.co.uk
© Sedo GmbH 2005
Revelent keyword helps both in SEO and PPC,
both highlight the name and giving it greater
legitamacy outside the branded names.

15. Example : Bice’s Florist
 Closed bricks and Mortar to
ecommerce
 Focused on domains
 Purchased 30- 40 domains
 Increased traffic by 47% to
68,000 uniques a month
 Very focused domain strategy
– Domains keyword / memorable
– Tie domains to specific events i.e.
Secretaries week which link back to
site
© Sedo GmbH 2005

16. Domain Investing:
Developed Selling Buying
Parking
Websites Domains Domains
Domain Sales
Revenues Revenues
© Sedo GmbH 2005
Find more domain investing tips at www.sedo.com/invest

17. Sedo
 
Domain marketplace Ancillary services
 Bid/counterbid system,  Domain name/portfolio
auctions and personal evaluations
brokers
 Domain name auditing and IP
 At present 14 million domains assistance
for sale
 Domain ownership
transfers/escrow
 
PPC Provider Part of the Adlink group
 Web templates to monetise  180 employees, supporting
undeveloped names 21 languages.
 4 million “parked” pages  3 offices Cologne, Boston,
© Sedo GmbH 2005
London

18. Thank you
Questions
© Sedo GmbH 2005