 Explore
Wisconsin
Domain Name Registration/
Domain Name Search
(go to domain search)
Branding vs. Market Identification
A domain name is an important component in search engine
marketing as well as traditional marketing.
Used in your organization's "branding strategy", your
domain name tells people WHO you are. From a search engine marketing
perspective, every time people see your domain name as they research the products
and services they are seeking, they come to associate that domain with
that product or service. Then, when they shift from a "research mode" into a
"purchase mode", they are more likely to buy a name (or brand) that they
recognize or are familiar with.
Your domain name can also be used to identify the market(s) you
want to reach and serve. Additionally, a domain name can play a crucial role in your
search engine marketing success, even if you already have a web site and
domain name.
A domain name like "WisconsinWidgets.com" suggests to
consumers that you specialize in widgets, particularly in the Wisconsin
market.
You could, of course, get a domain name without any geographic reference,
but you would then be competing in a global market, dramatically increasing
the competition and time it takes to reach that top spot in the search
engines. And even if you DID reach that top spot, what is the likelihood of
generating a sale from outside your local or regional market? Targeting
specific local or regional markets not only minimizes the competition for
top visibility in the search engines, it also greatly increases the
likelihood of a sale or high-quality lead.
From a search engine perspective, a domain name that
targets a specific market also helps the search engines recognize
not only the content of your web page, but also the scope of your market,
such as "widgets in Wisconsin". Using "market identification" in your domain name
can be an extremely powerful tool for reaching consumers that are looking
for a particular product or service in a specific geographic market.
Therefore, when selecting a domain name, these are the
questions you need to answer: Do I want a domain name to help with my
branding and name recognition? Or do I want a domain name that will help
with my search engine visibility and help people identify the
products/services I am offering?
Give Your Spotlight Page Even GREATER Search Engine
Visibility
A domain name can also help your Spotlight Page stand out
from other Spotlight Pages by giving it it's own "Internet address". The
search engines do not display ALL of the pages from a given web site that
match a particular criteria. By giving your Spotlight Page it's own domain
name, whether you already have a web site or not, you eliminate the
competition your Spotlight Page might otherwise face from other
ExploreWisconsin Spotlight Pages and business directories.
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