Analyzing Your Domain Portfolio
Early last week, a reader of mine asked me to go through a portion of his portfolio (about 250 domain names) to review which names I would renew and which names I would drop. He offered to pay me for my time, and I agreed to do this in exchange for a donation to the ICA. While reviewing his list of domain names, I thought about the types of names I think he should keep and the names I think he should drop.
Most of the names in his list have strong keywords, but many were backwards and out of place. This isn’t one of his names, but it would be like RestaurantsNewYorkDelis.com or something like that. While the keywords could be a search chain someone might use in Google, many didn’t really make sense as domain names. I am fairly confident they wouldn’t receive traffic, and I don’t think anyone would buy them for development or speculation. The best hope for these types of names would be to develop them, but that is expensive and probably not worth the effort.
The names I ended up liking in his list were somewhat more brandable, although they weren’t made up terms. He has a few names that were similar to RefinancingFast.com. Although nobody would ever type this in to their browser, it seems a better bet to keep than the backwards keyword names. When he was registering this type of domain name, he was thinking like a marketer and consumer rather than a domain investor.
The point of this post is that sometimes when registering new domain names, it is also important to think like a consumer and a marketer rather than just a domain investor. Whereas domain investors try to uncover unregistered keyword strings (which is very difficult to find value), marketers and consumers can create a unique domain name that doesn’t simply rely on a company inventing a new word for their fangrastical new business.
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