In September 2012, Google launched an update to its ever changing search algorithm called the EMD update, also known as the “Exact Match Domain” update. Before 2012, if you had a domain name that had an exact match for the search query of a user, look out internet! You had an exponentially better chance of being at the top of the search results. It basically meant, if you wanted to be at the top of the search results for ‘Pool Fences’ all you have to do is own PoolFences.com.au.
This meant there were a lot of false positives appearing in the search results driven by the algorithms favour for EMDs and it possibly missing websites with better content due to the domain.
So, Google did what Google does and made the famous September 2012 update to ensure that this didn’t happen anymore. It was basically a filter that hunted down EMDs and re-evaluated their rank on their content, not just their domain’s value.
This is the day many Digital Marketers, Domainers and SEO’s thought EMDs were dead. They were wrong.
For a long time, the focus on EMDs was so heavily focused on their value in the search results, the sheer amount of instant brand equity and trust that comes from having an EMD was nearly forgotten.
What Is The Value Of A Domain Name?
When you reconsider the value of a domain name – with Google aside – the true value really starts to shine.
Understanding
If a business owned HomeLoans.com.au what do you think they would do? I think everyone would guess Home Loans. If a Business owned Toys.com.au you would instantly know they sold Toys. So the first thing you get instantly, is understanding. Everyone knows exactly what you do.
Credibility
Barry’s Business Loans. If you were called Barry and did Business Loans, it doesn’t seem like a terrible business name. So naturally go and get BarrysBusinessLoans.com.au. Now consider if Barry owned BusinessLoans.com.au. Which website would you feel more comfortable putting your details into? Exactly, BusinessLoans.com.au.
It comes as no surprise, the credibility of a high quality EMD is instantaneous.
Brand
Building a brand is hard. Really hard. So why not buy one? If you want to be the #1 paint supplier in the country, what would you prefer to start with: brandnamepaint.com.au or paint.com.au? It’s a no brainer. When you build understanding and credibility into one, you get instant brand recognition.
Even brands that aren’t built on an EMD will often ensure they have anything relating to their business offering in their suite of domain names.
CarSales is an Australian organisation that has now opened in Asia and South America, spent years on their brand “Car Sales”. Type in Cars.com.au and what do you know, you are redirected to CarSales.com.au.
Carlton & United Breweries, who doesn’t know them. Recently sold to Asahi for $16 billion. Who doesn’t know a brand of the brand. They are the definition of huge. Guess what, if you type in Beer.com.au you get redirected to the CUB homepage.
Recent Sales
In 2020 alone we have already seen some big acquisitions in the Australian domain market. Sleep.com.au was acquired in May 2020 for $100,000.00 and not long after LifeInsurance.com.au was acquired for $100,000.00.
Not every premium domain will go for a six figure sales price though. However these are two great examples of the sheer value of a premium domain name.
What If Someone Else Already Owns The Domain You Want?
It isn’t over yet! The quick way to check if someone owns a domain is to type it in. It is pretty straight forward from there. However, if you get an error message or an ambiguous landing page etc. you can take a deeper dive. You need to do what is called a WHOIS search.
The best WHOIS search to run is from auDA. auDA is the Australian Domain Administration. They are a self regulating body who are responsible for managing nearly everything relating to domain names. All you need to do is type in the domain you are looking into and the current registered owners details will be there. From there, you can reach out to them directly and negotiate to buy it off them.
If you aren’t as confident, you can always use the services of a domain name broker. There are a few local options and they specialise in helping their clients get the name they need.
Just because the name you want is taken, it doesn’t mean it can’t be yours!
So, if you are looking to grow your business or start a new one, looking at a Premium Domain Name is a great place to start. With instant brand recognition and credibility from the market, you are starting off on the right foot.
For more domain name and website strategies read these other Marketing.com.au articles:
David owns and runs his own online Professional Indemnity Insurance business. With a background in Sales and Marketing working within Finance and Insurance, he believes in delivering great content to build and support your online presence. When he isn’t working on his own business David loves to help other businesses understand the power of the internet and grow their presence online.
