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Strategic Domain Name Selection for Increasing Traffic and Conversion Rates

Marketing and Community
Location: 2010 Level: Novice

The days of a domain name being just a web address are long gone; today, domain names are a critical element of your marketing toolbox. In this presentation, learn how you can build a portfolio of traffic-generating “Direct Navigation” domain names to drive additional traffic to your web site while simultaneously increasing conversion rates.

“Direct Navigation” domain names—essentially highly-targeted descriptive domain names that users type directly into their browser—are one of the fastest growing advertising channels: in 2007, nearly 10% of all paid search clicks—an estimated $1 billion worth—were derived from direct navigation portals.

Do you know how to take advantage of direct navigation traffic? Who are these users who search via domain names rather than Google, and how can you best sell to them?

Via case studies and empirical research, Johnston will help attendees learn:

  • What is direct navigation traffic?
  • How does your choice of domain name effect search engine placement?
  • How does your choice of domain effect your ad click-through rates?
  • How can you capture traffic from users “searching without a search engine?”
  • How can you build a portfolio of descriptive domain names that will generate targeted traffic for many years to come?
Photo of Jeremiah  Johnston

Jeremiah Johnston

Sedo

Jeremiah Johnston, Chief Operating Officer & General Counsel, Sedo.com

Jeremiah Johnston began his career with Sedo in 2004 as General Counsel, helping the company keep a step ahead of the domain industry’s ever-changing legal landscape. Now serving in the joint role of General Counsel and Chief Operating Officer, Johnston oversees a variety of responsibilities for Sedo and helps lead its push into the North American market. Johnston represents Sedo as a founding member of the Internet Commerce Association (ICA) and sits on the Board of Directors in the role of association President, helping to shape the future of domain names in the political space.

With more than nine years of experience leading Internet-related companies and an academic background that focused on global intellectual property, Johnston has helped Sedo identify opportunities and risks while always keeping an eye on the horizon. Johnston holds a BS in Mass Communication from the University of Utah (USA) and a Juris Doctor degree from the Suffolk University School of Law (USA) where he completed a concentration with distinction in international law and intellectual property while taking time to study in Sweden and serving as the Managing Editor of the Journal of High Technology Law.