Feb 27 2008
Even The Most Generic Domain Wants To Be Local!
Interesting title, huh. I am sure there are some readers saying, yeah right, Steve has let this geo stuff go to his head :). As I always say, the proof is in the pudding. Check any generic domain on the internet that is developed and tell me if this statement is not true. 95% of them are trying their best to get local 100% in some type of way. The bottom line is that even the most generic domain names want to be local. That is where all the money is located and untouched for the most part. Generic domains are great for signing big advertisers, but when it comes to the small guys and getting their advertising dollars, they are struggling and they know it.
This is why there has been a surge of local platforms being developed in the last 6 months. They are being integrated into sites to assist solving the local problem on generic domains. Consumers have evolved and they are very savvy with the internet these days. They are going directly to the sites that deliver the local content they seek causing little frustration.
Additionally, all the strategic alliances are evolving to get more local and offer fresh content, as I stated earlier. In the end, geo domains will become the winner to the local game, and advertisers will embrace them, small and large. There is nothing more frustrating than having to search thru multiple levels of pages to get the information you want immediately. Do you agree?
This battle will go on and on among domainers that generic domains are the best assets to own and develop. While this may be true now, the harsh reality may come in the near future where a geo domain is far more expensive that a generic domain. Why? Because it will deliver 100% local results much easier than a generic domain, which equates to unlimited streams of revenue. Again, small businesses remain untouched and the majority of them still depend on the printed yellow pages to deliver customers. What do you think will happen when geo domains become main stream and offer small businesses the same advertising for cheaper with better results to the mobile consumer in their geo area?
My guess is they will embrace the new platform know as the “Geo Domain”.
You know you bring up a good point Steve. The reason why I think it was easier for us to develop a site like PalmSprings.com outside of the locals was because the locals already knew where to get their information. They were masters of their own space. Those potential visitors 100 miles outside of the city were looking for information in what they only knew, the city name. That gave us an advantage.
Our quest now is to reach local citizens providing something that is easily accessible and of value. That starts with their computer sitting in their homes. We are always available to them. Now we need to prove ourselves by providing valued and trusted content.
Geodomains have a distinct advantage over generics for local advertisers for three reasons:
1) By nature, the name (especially a city Geodomain) is inherently specific for the city/town it represents. For example, PalmSprings.com is obviously about Palm Springs and no local advertiser needs to be convinced of this.
2) Only a Geodomain receives direct navigation for a distinct area or region. No other type of domain name receives geographical direct navigation traffic.
3) Because the name is geocentric, it is much easier and quicker to monetize. And immediate cash flow can make or break a new project.
Can Geodomains be worth more than generics? In many cases, yes.
Fasten your seatbelts….
The one idea is the many platforms. When you own the geo name you have a one stop shopping plaza for all the platforms in the area. Shopping, real estate, jobs, cars, classifieds to name a few. Talk about a generic on steroids.
Wow, just imagine you have one domain that when developed can become the most influential internet property for your given area. Able to compete with the likes of 100 year old newspapers and media companies. Did someone say advertising dollars?
A geo domain is a generic. Most are not developed. This is the reason why so many media companies, travel agencies among others are after these gems. They are generic with a twist. The twist being the many platforms.
I agree that content is the main challenge. Having so many platforms to develop can also cause you to lose focus in some areas. Oh well, we have time…
Cheers
Actually, you bring an interesting perspective. On the surface, Geodomains are specific. On a local level, Geodomains are generic.
geo names mean one thing only a geo city name is santa claus all year is christmas time in the spring summer and winter.
and if you have the geo generics also to match the Geo location its xmas and happy birthday all year long.
content is king and always will be but think what your customers want. think what your advertisers want.
put yourself in the place of the advertiser who is going to spend money with you.
what do you have to offer thats diffrent than anyone else.
you have that local geo name thats what
so lets hear it for Jingle Bells Jingle bells Jingle all the way.
I have geo names all the way.
re: generic vs. geo being easier and quicker to monetize.
using the recent auction example of skiresorts.com at 850K,
to start getting a return on that investment, someone’s going
to have to dig even deeper in the pockets to set down the
technology layer for the site to function and update regularly
on a global level for ski resorts worldwide, as well as contract
or hire masses of people to handle the various tasks with filling
each ski resort’s section with meaningful, engaging content.
a yellow-page or superpages data fill isn’t going to cut it anymore. even if you allow feeds, reviews, ratings… someone
has to regularly read/police it on a daily basis or or advertisers
may not be too happy.
now for sake of example (and i’m picking an imaginary name
i have no idea who owns or what’s being done with it)
coloradoskiresorts.com
that name should be very reasonably priced (right NOW that
is, because i also agree local geo will go up faster than
anything), and with under 50 resorts, one or two people could
start monetizing that site quickly and fairly easily.
skiresorts.com is a great name, no doubt.
but if there are many good names in a portfolio and multiple
development projects are going on, it’s going to require
allocating additional time and resources, both of which are
our most precious commodity.
for the average domainer/developer (single person to 5 person
corps and partnerships) taking on geo specific projects would
make much more sense than generic.
Exactly Marcia. Easier to get your arms around a geo. Now you can image we were are waiting on developing Traveler.com for what the public would expect from it.
Another thought is if you take one of the many verticals within a geo like Classifieds or Real Estate. Why not license or lease one of those verticals to an outside investor or developer. There would have to be oversight and limits put into a contract but it is an idea I have thought about for some time. Has anyone here attempted it? I think maybe Josh at Chicago.com is doing something like this with the news vertical handled by The Chicago Sun Times.
re: traveler.com — i understand michael. it’s why my localreviews.com (among others) is still in the visionary stages, such a huge project.
re: licensing/leasing verticals — don’t know anyone doing it yet, but it’s an excellent idea and should work well for all parties involved if done correctly.