This week, one of my favourite blogs out there, Neuroscience Marketing, shared an answer to a controversial question:
Do web searchers pay attention to the domain name (the registered name in your browser address bar) where the link in the search results leads them?
His first response was what we would have expected, “No.”
But Roger Dooley says the numbers suggest otherwise. Stanford and Microsoft recently published a study showing that domains are in fact a variable in consumer buyer behavior.
So companies with lesser known domain names aren’t going to see the work get easier for them. The big consumer brands, so long as they stay relevant, will retain advantage.
But for smaller companies with a growing or established community of their own and a branded domain name, this can be highly advantageous. Seeing a brand-focused URL has more value than ever. The idea that multiple landing pages or micro sites are the key is waning. There are no numbers to suggest it, but the scrolling landing page with a benefit derived domain name might not be around for too much longer.
In my years online, I have noticed that a freshly named landing page selling a singular product doesn’t earn much of my trust. But if that domain still had the original brand in the address, I would assume that I could contact them for additional service or assistance, should I need it.
But I think the other lesson here is that for most things online, the shortcut to winning customers and search engine rank and revenue can no longer be sold as a get rich quick scheme. New benefit-focused domains, shoddy search optimization and limitless landing pages can all bring the search engines hammer upon you. It is only through the sincere effort of building great content, sharing it accordingly and turning visitors into ambassadors that you can stay on top of this fast paced industry.
And yes, the long way to build a trustworthy domain is still the best way, and it will only become more and more true as time goes on.
If you want to learn more about how we might be able to help you establish, refresh or rebuild your online trust, get in touch with us.