You might be surprised to find out that I don’t think a great domain
name is important to a business to have a successful web presence.I completely disagree with people like Rick Shwartz who think that
Hershey’s Corporation is stupid for not buying candy.com or Marriott
needs to do some soul searching to find out why they didn’t buy
hotels.com.I agree with Madison Avenue when they try to explain to domainers on
their panels that marketing executives would rather have a brand like
M&Ms than Candy.com.I myself have owned many successful websites that had lousy domain
names. Was ConsumptionJunction.com a good name? Heck, I spent a small
fortune on typos. You wouldn’t believe how many ways one could spell
that name. That company has been sold and scrapped at this point but we
had a good run before youtube.com. In 2000 our Alexa ranking was as low
as 300 at one point. I wonder if the founders of youtube.com are
wishing they bought videos.com while they are counting their Google
cash.What a good domain name can do is allow you to enter a market and
compete with these big guys. They make it a little easier and sometimes
a small edge is all you need. Yes, they also generate traffic and
revenue if they are really good names but what makes them sell for far
more than 20x earnings at times is that edge.It’s the ability to call hotels in San Juan and tell them you are with sanjuan.com which gives that name so much value.
Just don’t believe the hype that a good name is necessary. They only help.
Source: RickLatona.com
Right on the money, from experience.
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