Domain Names As Intellectual Property
Sometimes the highest traffic search term is also the ideal strategic anchor for a new or future corporate SBU website address. Looking again at the keyword research list for California Closets in Vancouver, “closet organizers” has local monthly traffic of 880 whereas “california closets vancouver” has 290. Should we register californiaclosetsvancouver.ca or vancouverclosetorganizers.ca (Google searches typically utilize country of origin so .ca is better for Canadian domain names)? The answer is BOTH. Today’s savvy web marketers take every verified high-traffic keyword for their industry, run them through a bulk domain search with .com, .ca, and .net, then buy EVERYTHING good that’s available. Why? Understand that web searches and web competition is only going to grow, so you need to lock down the premium intellectual property in your marketplace NOW before your competitor does.
When you control all the best domain names ($10 per year each), you can sit on them, sell them, or use them. For example, if one day you find yourself in a hypercompetivitive, local web marketplace for your “garage cabinets” business line, one counter-strategy is to launch an autonomous, corporate-branded website and SM strategy under its own master gmail account focused exclusively on this subject using a URL like garagecabinetsvancouver.com or whichever natural search term domain name you own with the highest relevant traffic.