Click on a term to go to its definition.
Brandable URL
Click
Click Potential
Conversion
Developed Domain
Direct Navigation
Domain Name
Exact Search Term
BRANDABLE URL A domain having non-specific text i.e. dressforpower.com, bruised crow.com. TOP
CLICK When a searcher faced with multiple choices selects your domain. TOP
CLICK POTENTIAL A domain with click potential is more likely to be clicked than others. Possibly due to its relevance to the searcher’s chosen subject, visibility in the SERPs (appears on first page) or perhaps due to the text being bolded by the search engine because the keywords in the domain name match those in the search query. The possibility of a direct navigation query also adds click potential as the landing page of the website is now displayed. TOP
CLICK-THRU Once a domain is displayed, a click-thru occurs if the searcher moves beyond your homepage deeper into your website. TOP
CONVERSION A user, having entered a website, “converts” to a sale, joins up, or agrees with whatever goals the publisher of the site has in mind. TOP
DEVELOPED DOMAIN Domains can be developed or parked. Parking companies sell ads for a revenue share. Developed domains open to the owner’s website and display on the internet. TOP
DIRECT NAVIGATION Website traffic driven by users entering a known or likely existing domain name into a browser such as Firefox or Internet Explorer, and adding the .com TLD in anticipation of being taken to a website highly relevant to their query. This avoids “search engine overkill.” This is highly-targeted traffic and considered to be the most likely to convert. Memorable and intuitive domains are best-positioned to receive this desirable traffic. TOP
DOMAIN NAME Also called URL, which stands for Universal Resource Locator. A domain consists of a group of numbers and letters to a maximum of 63 characters. Each has a dot at the end of the text followed by two or three letters known as a Top Level Domain (TLD) standing. i.e. .com, .org, .ca or one of many other approved TLDs. May also be called the “extension.” The text and numeral combination along with the dot and the TLD comprises the unique web address. Domains were developed as specific addresses that could be attached to websites that contain whatever information the owner of the domain desires to display. TOP
EXACT SEARCH TERM Also called “exact match.” A domain name exactly matching the searcher’s query. i.e. A home owner locked out in Joplin searches joplinlocksmith.com. This is highly-targeted traffic. TOP
GENERIC A domain name referring to a specific item such as supermarketflyers.com. or usedcars.com. TOP
HOME PAGE Usually refers to the initial or main web page of a web site. May also be called a start page. TOP
ICANN stands for INTERNET CORPORATION FOR ASSIGNED NAMES AND NUMBERS. By agreement of major governments, this non-profit corporation oversees the system using accredited registrars who then sell domain rights to individuals and businesses under terms of service agreements specified by ICANN. REGISTRARS provide additional services such as auction, transfer of names, and maintenance of records of domain ownership and contact information. Moniker.com and Register.com are registrars. TOP
LANDING PAGE A single web page that appears in response to clicking on an ad or link. There are two types: a reference and a transactional. A reference landing page displays information that is relevant to the visitor. A transactional landing page seeks to persuade a visitor to complete a transaction, fill out a form or complete a sale. A visitor taking the desired action on a landing page is referred to as a “conversion.” TOP
LONG TAIL GEO A domain name containing a geographic location followed by a business sector. i.e. halifaxlawyer.com. May also be referred to as GEO-TARGETED. These are EXACT SEARCH TERM DOMAINS, highly sought-after for local search situations due to their absolute relevance to the query, memorability, and the sense of authority they convey to the consumer. TOP
METRO a rough guide to the size of specific geographic markets. A major metro would be over one million population, middle metro, one hundred thousand to one million, a minor metro under one hundred thousand. TOP
NAME SERVER or SERVER Electronically-driven hardware that functions as a routing, connecting and switching device to smoothly transfer data within the internet. TOP
ORGANIC RESULTS Search engines return two types of results during search, “paid” and “organic.” Paid returns called PPC (PAY-PER-CLICK) are charged to the owner of the domain on a per-click basis. The payer expects more clicks due to higher visibility. First-ranking ORGANIC results are free to their domain owner but harder to attain. The searcher’s query must closely match the domain name, and the search engine, having reviewed the site, accepts it as having relevant content and meets other criteria set forth in the algorithm mix in use. Searchers prefer organic results, sometimes considering the paid results as “just ads.” Recent market research indicates that only 20% of searchers click on paid search ads. TOP
RANKING For even simple queries, search engines return numerous pages. A website appearing on the first or second page is said to be ranked high. First page is by far the most desirable position, not easily attained by non-relevant domain names. It is estimated that over 90% of searchers do not go beyond the first page. Thus the absolute necessity of ranking high. First page is Internet gold. TOP
REDIRECT A registered domain name that has been electronically set to the server of another website, thereby delivering that particular website to the searcher; for example, usedtrucks.com and usedeconocars.com could both open on billsusedcars.com. A common tactic whereby several or many names redirect to the owner’s main site. TOP
REGISTRANT a business or individual that registers or purchases a domain name. TOP
RENEWAL The process whereby the ownership rights of an existing domain are extended by the registrar for a period of one-to-ten years. The usual cost is about $10. a year. TOP
SERPs Search Engine Results Pages are lists of search results delivered by search engines when an inquiry is entered. TOP
SMBs Small- to medium-sized businesses. TOP
TARGETED TRAFFIC When a website containing a keyword in the domain name is clicked due to the presence of that keyword, the searcher is said to be “targeted.” This is the best kind of internet traffic, as it is most likely to convert to whatever goal the website owner is hoping for. TOP