Sweetmantra: Domain Name Strategy

New gTLDs – Aren’t We Forgetting Something? (My DOMAINfest Asia 2016 keynote)

Last month I gave a devil’s advocate keynote talk about the new TLDs at DOMAINfest Asia in Hong Kong. Since my talk didn’t get me thrown into Hong Kong harbour, as I feared it might, I thought it would be worth sharing my talk with a wider audience via my blog. The following is an abbreviated adaptation of that talk.

 

(photo courtesy of Jothan Frakes)

What constitutes "success" in the new TLD program? And how could this could be measured?

Many people have strong opinions on this topic. And so they should. I propose we look at the new TLDs through the eyes of end user registrants. That’s a perspective we don’t hear much about, and we don’t talk about, as much as I think we should. I will conclude this article with some suggested – and alternative – metrics to gauge the true success of new TLDs.

But first, a bit of background.

I make my living as a domain buyer broker helping entrepreneurs acquire their dream domain names. Prior to this I spent over 15 years working in marketing and advertising. I love domain names and naming, but I always have my marketer’s hat on. This means I am always thinking about the customer, the consumer, the end user.

When it comes to domain names, I’m TLD agnostic. I will help my clients acquire any TLD domain they want.

Here’s a fact that may surprise you: I often ask my clients if they’re aware of the new TLDs (they usually aren’t), and I’m usually the one who recommends they consider a new TLD domain.

So, as regards the new TLD program, I'm an enthusiast.

When the new TLD program was first announced, I was excited and optimistic.

This was the largest namespace change in the history of the Internet.

We could see some amazing technological innovation.

We could see some very creative naming options and uses.

Physical and virtual communities could use these new names to define themselves.

And brands could have greater control of their own namespace.

I believed the new TLDs could have enormous potential if we as an industry brought them to market in the right way.

Unfortunately, and despite some notable exceptions, I don’t think that’s what’s happened yet. As an industry, I think we lost our way a bit with the new TLDs. In the excitement to launch this bold new namespace, some participants forgot something very important: the consumer. And by consumer I am talking about the end-user buyers of these new TLDs, not domainers (domain speculators).

Don’t get me wrong: I love domainers. I buy domains from them all the time on behalf of my end-user clients. And domainers are an important part of the domain name ecosystem.

But the long-term viability of new TLDs depends on more than just domainers. It depends on consumers becoming aware of these new TLDs, and it depends on consumers registering these new TLDs, and it depends on consumers using these new TLDs.

Somehow, sadly, a number of industry players appear to have forgotten what it’s like to be one of those consumers.

And the reason I say that is that many aspects of the new TLD program don’t seem to consider how consumers think about and purchase and use domain names. The process of buying a new TLD domain is not always consumer-friendly.

How do I know this? Because consumers – end-user buyers – tell me this all the time.

So let’s spend a moment looking at the new TLDs from the point of view of a consumer. Let’s forget about the domainer point of view. Let’s forget about the registry point of view. And let’s forget about the registrar point of view.

Let’s put ourselves in the shoes of a consumer. In fact, let’s give this consumer a name. Let’s call him “Adam.”

Adam is a middle-class, white collar business guy. Adam has a day job at an accounting firm. He also has a bit of an entrepreneurial streak and would someday like to start his own music lesson business. Adam knows that he’ll need a business name and matching domain name for his new venture.

Adam is a lucky guy: He lives in 2016, a world where he has a choice of hundreds of new TLD domains to choose from.

We will assume that Adam has already heard about an exciting new TLD called .Banjo. This will be the perfect TLD for his music-related venture.

Let’s also assume that .Banjo is now in its General Availability phase.

Today is Adam’s big day. Today’s the day Adam has decided to name his new business “Flying Banjo”, and so off he goes to his favourite registrar to register Flying.banjo.

Adam is so excited because all he’s been hearing about for the past few months is how this expanding universe of domains beyond .com will give him the opportunity to get his dream domain name.

But when Adam goes to his registrar to try to register the domain, he discovers that Flying.banjo is not available to register and is, in fact, one of the so-called “premium” domains being held back by the registry. The domain Adam was expecting to be able to buy for $20 is actually priced at $5,000.

Adam is confused. Adam is upset. Adam is wondering what happened to all the choice and availability he had been promised – by our industry – with these new TLDs?

I call this the False Promise of Availability. And it’s the first major disappointment for consumers with the new TLD program.

I’m a businessman. I get it. Registries need to make a profit. So I understand why many new TLD registries decided to hold back a portion of their inventory as premium domains. But Adam doesn’t understand this. Adam feels like he has been stiffed.

Nevertheless, Adam’s a good sport. He’s really motivated to get a .banjo domain, so he’s somehow talked himself into investing way more than $20 to buy his .banjo domain. He’s decided to buy a premium .banjo domain for $1,000. So Adam whips out his credit card and starts to register the domain name.

Unfortunately, when Adam tries to complete his purchase at the registrar, he learns that in order for him to get his .banjo domain he needs to prove to the registry that he knows how to play the banjo. Yup, Adam has just found out that this new TLD has special registration requirements.

I call this the Roadblock of Ridiculousness, and it’s another major disappointment for consumers with the new TLD program. Registries should be bending over backwards to make it easy for new customers like Adam to purchase their domains, not throw up unnecessary obstacles to adoption.

(I understand why a handful of new TLDs like .bank need to enforce certain registration requirements. But for most new TLDs with restrictions this has only caused huge problems to adoption. It’s no wonder that so many of the new TLDs that had restrictive registration requirements are now backpedalling on those requirements.)

Thankfully, our good friend Adam is a persistent fellow and he manages to gather the necessary paperwork and provides it to his registrar and – lo and behold – Adam is now the proud new owner of LearnToPlay.banjo.

Adam is so excited. He hires a designer to start working on logo ideas. He starts planning his Learn to Play Banjo Website. He starts writing copy. Everything is going according to plan.

But several more horrible things could happen to Adam’s new domain name in the coming weeks, months, and years.

First, Adam’s new domain name might get clawed back by the registry.

We all know this has happened to consumers, and regardless of the “reasons” given, and regardless of whether the fault lay with the registry or the registrar, this is a terrible way to treat early-adopter customers like Adam.

Thankfully for Adam, his domain isn’t clawed back. But Adam still has a nasty surprise waiting in store for him.

Adam paid $1,000 for his premium .banjo domain name, so he’s expecting to be able to renew it for $20, which is what most .banjo registrations and renewals are priced at and is what consumers are used to. Why is that? Because we as an industry have conditioned consumers to this pattern over the last two decades.

Unfortunately for Adam, he doesn’t realize that his premium .banjo domain comes with a premium renewal price. 12 months later, Adam is shocked to discover he needs to fork over another $1,000 to merely renew his domain name.

So… How would you feel if you were Adam? Do you think he’s got a right to be angry? Frustrated? Disappointed?

I think he does. Because he’s been forgotten.

I think Adam is owed an apology. I think all of us in the domain industry need to remember Adam if we’re involved in making decisions about how we will market, price, and distribute new TLD domains.

Bottom line: Never forget the consumer. Never forget Adam.

I could mention a whole bunch of other irritants and obstacles that consumers have told me they face with the new TLD program, but I don’t want to dwell on the negative.

Instead, let’s turn our attention to defining success with the new TLDs. Because I am a marketer at heart, consumers like Adam figure prominently in how I think we should measure the success.

To me this is quite simple, especially if we keep the consumer in our mind the entire time.

Here are some metrics I think we should use – or aspire to use – to measure success of the new TLDs:

• what percentage of the new TLD domains are renewed every year
• how many new TLD domains are developed into actual websites (and not parked)
• how many domains are used as the primary domain by the owner and not forwarded to another legacy TLD domain
• how many new TLD domains are showing up in print ads or TV commercials or on billboards
• how many of the top 10,000 most trafficked Websites are using a new TLD domain

I think these metrics will give all of us a much clearer picture of whether or not the new TLDs are a success – with the stakeholders that matter the most.

In closing, and in case you doubted it, I love this industry. It’s made up of smart and hardworking people who have lots of great ideas and are doing some very cool things.

I’d like to single out Jeff Sass and Colin Campbell of .CLUB who have done a phenomenal job of bringing their new TLD to market in a consumer-friendly manner. I’d also like to congratulate the entire DONUTS team for doing a great job educating consumers about the benefits of all new TLDs, not just the many strings that DONUTS has brought to market. I also think Radix has done a better than average job bringing its new TLDs to market in a consumer-friendly fashion.

As I stated at the beginning, I love the new TLDs. But I think in all the excitement of the new TLD program, some of our other industry friends forgot the consumer, forgot the Adam’s of this world, and lost their way.

All of us in this industry can get back on the right track with the new TLDs – if we focus on the consumer and measure the right things.

Happy Birthday to Name Ninja!

It's been exactly one year since I launched Name Ninja. To celebrate this major milestone, we created the following infographic that reveals some of the data behind the company's first year of lethal domain name consulting. Check it out! (You can click on the graphic for a larger version.)

Thank you to our many clients, partners, and friends for an amazing 12 months.

Marketing on a Coffee Habit Budget

Are you an entrepreneur who drinks coffee? Or do you know one that does?

The reason I'm asking is that I've just finished putting the final touches on the presentation I am giving this Wednesday night (October 22) at a unique entrepreneur's learning event in Toronto.

My talk is entitled "Measurable Marketing on a Coffee Habit Budget" and I am going to show everyone in attendance how to use Search Engine Advertising to generate hundreds of qualified business leads a month for less than cost of one Starbucks coffee a day.

I'll be explaining and showing how Search Engine Advertising works, sharing some of my expert tips and tricks, and I will be giving away a gift worth over $50 to everyone who attends. Yes, everyone!

The last time I gave a presentation like this, people paid serious money to attend.

This Wednesday's entrepreneur's event is special, however, because the cost to attend is $0. Zip. Nada. Nothing.

You can get all the details and register for the event here.

I'm donating my time and energy because the event helps to support a really good cause (Street Kids International) and the people organizing it are terrific. You can read more about that in my blog post from last week about this event.

I hope to see you and your friends there. With our without your cup of coffee. ;+)

Surprising Findings From my Blog's Traffic Statistics

I recently checked the traffic statistics for my blog, Sweetmantra, and was so surprised by some of the numbers that I thought I'd share them with you.

For the last year or so, I've been using Google Analytics to measure and analyze the traffic to my blog. (As an aside, Google Analytics is a terrific - and free - tool.) To be honest, though, I don't spend a lot of time checking the traffic statistics for Sweetmantra because "traffic" is not the main reason I blog.

Nevertheless, when I checked the source of traffic for last month (July 2007), I was rather surprised.

• 65% of my traffic came from organic search results (i.e., search engine queries)
• 18% came from type-in traffic (i.e., people who typed the URL "www.sweetmantra.com" into their Web browser)
• 17% came from referrals (links) from other Websites and blogs

What was I surprised about?

Well, first of all, I was pleasantly surprised by how much of my overall traffic I was getting from search engines. For me, this further proves how search engine friendly blogs are compared to 'traditional' Websites. It also means that a lot of these visitors are probably stumbling across my blog and discovering me and my work for the first time. Thanks to search engines, I'm reaching a new audience, and at little to no cost.

I was also intrigued by the referral source details. Getting traffic from links from other sites and blogs is key to how the Internet works and a great way to generate traffic. Nothing new there. What surprised me was how much traffic was generated by a single blog that linked to my blog. Although I received traffic from 52 different third-party Websites and blogs last month, a tourism Internet marketing blog located at tourismkeys.ca (that I had never heard about and had never contacted) mentioned one of my posts on June 27 and this accounted for 9% of my referral traffic (i.e., 1.5% of my total traffic) in July.

I should also note that I continue to get a steady stream of blog visitors from my profile on two popular social networking sites: Facebook and LinkedIn. If you have a Website and/or blog and aren't linking to it from your profile on these two social networking sites, you're likely losing a great traffic building opportunity.

When was the last time you checked your traffic statistics? You just never know what pleasant surprises and learning may be waiting for you.

Defining Success Metrics for Corporate Blogs

I was recently asked to help someone define success metrics for a corporate blog. I thought this was such a great topic that I'd share my answer with a wider audience.

Many of the success metrics for blogs are similar to those that might apply to a Website, since blogs are a variation on a Website.

These 'shared' success metrics include:

Blog/Website Traffic

• Unique Visitors
• Unique Visits
• Repeat Visits
• Page Views
• Page Views per Visit
• Average Time Spent on site

Blog/Website Brand/Content Interactions

• Content Page Views
• Content % of Page Views

Blog/Website Responses (if applicable)

• Number of Desired Responses
• Conversion Rate from site visitor to Desired Response
• Cost-Per-Desired Response

In addition to the above 'shared' success metrics, there are a number of success metrics that are specific to the unique nature of blogs.

These blog-specific success metrics include:

• Number of Subscribers to the blog's RSS Feed
• Number of Overall Inbound Links to the blog
• Number of other Blogs that Link to the blog
• Number of Comments Submitted to the blog
• Number of Trackbacks Submitted to our blog

Not all of these success metrics will apply in every case, however these are some of the more common ones.

Site Search Best Practices

We all know that anything to do with search is hot these days.

And now the smart companies are starting to take a closer look at the search engines on their own sites.

Whether you call this "site search" or "internal search" or 'who-knows-what' search, I predict this area is going to see a lot of excitement and evolution in the next few years.

I recently completed a fascinating site search consulting project for a large media company. Since they publish a number of magazines, they have a vast content archive and a vested interest in making it as easy as possible for Website visitors to be able to get to their content as efficiently as possible.

My company was hired to help the media company understand how to improve their site search. During the course of the project, my colleagues and I developed an unofficial list of what we started to refer to as "Site Search Best Practices." These best practices are independent of any one particular site search system (i.e., the technology solution) and will be of benefit to any company, large or small, that is implementing site search.

So, without much further ado, here are some of our Site Search Best Practices:

1. Make sure you are measuring usage and other key metrics related to site search so that you can keep track of the impact that any fine-tuning to the system makes. You can't manage what you can't measure.
2. Most site search systems allow the Website owner to configure the default search results layout a number of different ways. For instance, you usually have control over whether or not the results display the article's full URL, author's name, publication date, etc. Consider your particular target market and configure the search results layout in a way that is most relevant for them. If you don't know, ask them!
3. Include a highly visible link to 'search tips' content on every search results page, preferably adjacent to the search input text field, and make sure this content is written in plain English and kept up-to-date.
4. Automatically display 'search tips' content if the user's search does not generate any search results. Don't just strand them on a page that says, "No results found."
5. Follow Search Engine Optimization (SEO) best practices when creating new content/pages (and design templates) because a page that is well configured for an external search engine will also be well configured for an internal search engine.
6. If you are using a content management system (CMS), ensure that your internal content development team understands how to properly input and tag the content they are creating and why this is so important.
7. Synchronize your site search system's crawling/indexing schedule with your content publishing schedule, whether that be daily, weekly, or monthly. And make sure it stays in sync.
8. Configure the site search system to automatically notify representatives of your company's IT department AND content/publishing department in the event the system goes offline. Because it will, and you want to be the first to know.

Since the site search landscape is in a constant state of flux, I consider this list to be very much a 'work-in-progress.'

Ten Questions to Ask When Considering Hosted Software

I'm a big fan of the Application Service Provider (ASP) model for obtaining access to powerful software for use in businesses large and small. In case you're not familiar with the term, Application Service Providers are third-party organizations that 'rent' online access to software to clients that they manage and host on their behalf.

Examples of solutions relevant to Internet marketers that I've used (among others) include www.campaignmonitor.com (for email marketing), www.salesforce.com (for CRM), and www.parachat.com for chat).

There's a 'hosted software' solution for just about anything you might want to do these days. But how do you ensure you are choosing the right one?

If you're an Internet marketer considering a 'hosted software' solution for yourself or your clients, here are 10 essential questions you must ask the software vendor before you sign on the dotted line.

1. If the software will be sending automated emails to your customers, what has the ASP done to ensure that their outbound email server does not get blacklisted?
2. What sort of editorial control do you have over these emails? Can you edit every single element, such as the subject line and "from" fields, or merely the body copy?
3. What sort of design control do you have over Web pages generated by the software? Is "customization" limited to including a logo or do you have full access and control over the entire page layout?
4. If the software generates Web pages, are they search engine friendly? How much control, if any, do you have over the page title and meta information?
5. If you plan to serve a Canadian market, and the software is from the United States or elsewhere, can the language be 'Canadian-ized' so that, for instance, colour is spelled with a "u"?
6. What is the uptime of the server that the software sits on? How fast is this server's connection to the Internet? And what happens if the server crashes?
7. If the software is generating or storing a database for you, how and how often is this critical asset verified and backed up?
8. What kind of instructions are available to you and your team to get the most out of the software? Is there a detailed manual or online tutorial section for you to refer to? Training? Samples and templates?
9. What kind of support will be available to you? Is it just email support or can you actually phone and speak to a ... gasp... live person?
10. What sort of guarantee will you be provided with? Can you test drive the software for 30 days, which is about how long it might take (at least) to know for sure if it will do the trick, or do you have to commit for a year right from the beginning?

The answers to these and other questions will help you decide if a specific 'hosted software' solution is the right choice for you. Good luck!