Great Domain Name Strategy: Vacations To Go
Travel planning company Vacations To Go employs one of the finest domain strategies I have seen. The company owns some fantastic niche travel domain names, allowing them to avoid paying high pay per click costs. While they seem to avoid the very expensive one word generic domain names (like Cruises.com), they do own a ton of great second tier travel domain names that probably receive some traffic. Just a few of the highly targeted domain names owned by Vacations To Go include:
Showing their vast domain knowledge, Vacations To Go even owns some fantastic typo domain names, including:
The smartest thing about this strategy is that instead of paying $.50 – $10.00+ per visitor’s click on Yahoo or Google, they own all visitors to their domain names, and only pay around $7/year for each domain name. All of their names are forwarded to their main site, with a subfolder tracking how the visitor reached the main page. If a customer books just one cruise or vacation after landing on a domain name, they’ve almost certainly paid off the domain name for life (and then some).
One major issue I see is that many of the domain names owned by Vacations To Go don’t seem to be listed in Google. As you can see in the screenshot below, MexicanCruises.com isn’t listed in Google when the exact domain name is entered into the search bar. This isn’t good, as it means if a customer tries to directly navigate to the site using Google instead of the internet browser bar, they won’t even see the domain name. On some of the names where this is an issue, Vacations To Go attempts to alleviate this by buying the keyword of the domain name, but that is costing them money.
There are many reasons why Google could have removed the names, but it may have had nothing to do with anything Vacations To Go did. To rectify this, I would suggest that someone from Vacations To Go enters all of their domain names into Google, and take note of the names that do not show up in the results. They should then request reconsideration from Google. By doing this, Vacations To Go will have their domain names put back into Google, saving them from having to pay per click every time a consumer types the domain name as a search.
On other domain names, such as MexicoCruises.com, the domain name is listed in Google at the top. If a visitor accidentally types this domain name into Google instead of their navigation bar, they will see it as the top natural result, and they may click on this listing rather than on the paid search listing. Vacations To Go has protected itself by paying for Adwords keywords, which is another smart move.
Vacations To Go certainly has one of the best domain strategies I’ve seen. Not only are they building value for their brand, they are also building value for each of the domain names they own. If they were to ever sell the company, they could provide a traffic, click through and ROI for each domain asset they own, adding tremendous value to their portfolio. I give high praise to Alan Fox and his team at Vacations To Go.
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