Domain Name Valuation

The Big 8

Domain Name Valuation Indicators;

The Big 8

 


THE VALUE OF A DOMAIN NAME

 

Question(s):

What makes a domain name a "Premium" Domain Name or "The Ultimate" Domain Name?

 

 


Are "premium" domain names more valuable? If so; why?

 

What indicators should I look for when acquiring and/or searching for a domain name?

 

Answer(s): THE BIG 8

1. Exact Match, Good Match

a. "Exact-Match

= SLD (Second Level Domain) + gTLD (generic Top Level Domain) = Exact Match

= Word before the dot + Word after the dot = Actual 2 Word Phrase Used In Everyday Language

= Word before the dot + Word after the dot = Familiar 2 Word Search Term

= Perfect 'before the dot' + 'after the dot' combination

 

b. "Good Match"

= SLD (Second Level Domain) + gTLD (generic Top Level Domain) = Good Match

= Word before the dot + Word after the dot = Good, logical match

= Good 'before the dot' + 'after the dot' combination

 

2. Keyword rich*

SLD (Second Level Domain)

= Word before the dot = Popular keyword i.e. Google search word?

gTLD (generic Top Level Domain)

= Word after the dot = Popular keyword i.e. Google search word?

SLD + gTLD

= Word before the dot + Word after the dot = Popular keyword phrase i.e. Google search term?

 

*SEE: Search Results, Search Volume - Exact Match, Good Match

 

3. Clear, Memorable*

= What your business, website, brand DOES = Clear

= The way the domain name “explains itself” = so obvious and/or clever = can't forget it = Memorable

 

*A Clear, Memorable domain name  

= directly affects "Commerce Potential" of the domain name

= Greatly Increases Commerce Potential

 

Commerce Potential

definition

= Level of ease with which the domain name can effectively sell a product or service

 

4. Advantages

a. Inherent brand

= Word before the dot + Word after the dot = Indicative of Brand = IS a brand

 

b. Perfect for a product

= Word before the dot + Word after the dot = Perfect name for your product

 

c. Good or Ideal for a service

= Word before the dot + Word after the dot = Good or Ideal name for your service

 

d. Innate business name

= Word before the dot + Word after the dot = Can be used as a business name

 

e. Innate organization, non-profit and/or charity name 

 = Word before the dot + Word after the dot = Perfect name for a non-profit or charity, etc. 

 

f. Cool app name

  = Word before the dot + Word after the dot = SO Cool = Should develop an app just to use the name

 

g. Brilliant game name

= Word before the dot + Word after the dot = Sounds like it should be a game name

 

h. Relevant to You and your existing or future business/organization/brand/app/game/service/product, etc.

 

5. Positioning*

a. Category Killer

= Word before the dot + Word after the dot = 2 Word Term That Defines An Industry or Sector 

= Positions you as Industry Leader or Sector Leader 

 

b. Category Competitor

= Word before the dot + Word after the dot = 2 Word Term That Makes Sense For The Industry or Sector 

= Positions you as Strong Competitor = Puts you on an even playing field (with current industry competitors) or better

 

c. Niche Dominator

= Word before the dot + Word after the dot = 2 Word Term That Defines A Niche (describes the niche perfectly)

= Positions you as a Niche Leader

 

*Positioning  = directly affects "Commerce Potential" of the domain name

Category Killer = Highest = Greatly Increases Commerce Potential 

Niche Dominator = High = Moderately Increases Commerce Potential

Category Competitor = Slightly Increases Commerce Potential

 

6. Projections

a. Growth market, sector, demographic

 

b. In demand industry or profession 

 

c. Notable trend

 

d. Emerging tech trend; Disruptive Innovation

 

7. Similar domain names sold

a. gTLDs

 

b. country codes

 

c. .com’s (if you insist)

 

d. any others that you consider relevant 

 

8. Structural build out = viable?

= Can you add sub-domains and “build out” the revenue stream potential of the domain name?

EXAMPLE

domain name = Fashion.Boutique

Subdomain build out 

= Mens.Fashion.Boutique, Womens.Fashion.Boutique, Kids.Fashion.Boutique

 


Exact-match?

An "Exact-Match" domain name 

= Word before the dot + Word after the dot = An obvious generic phrase (2 word phrase) that a consumer is very likely to think of as a search term for the service or product or place/website that they are looking

 

= user will “type-in” to the url address bar and/or a search engine’s search bar

 

= a common, familiar 2 word phrase

 

= an actual search term = the domain name = word before the dot + word after the dot

 

Examples:

Search term = Tax services 

Domain name = Tax.Services

 

Search term = Cleaning company 

Domain name = Cleaning.Company 

 

Search term = General contractors 

Domain name = General.Contractors

 

Search term = Business expert 

Domain name = Business.Expert 

 

Search term = Personal training 

Domain name = Personal.Training

 

Search term = Bike rentals 

Domain name = Bike.Rentals

  

Search term = Nutrition expert 

Domain name = Nutrition.Expert

 

Search term = Day care 

Domain name = Day.Care 

 

 

Good match?

A "Good Match" domain name 

= Good 'before the dot' + 'after the dot' combination

 

Does the word before the dot + the word after the dot = Go together naturally?

 

Does the word before the dot + the word after the dot =  Send a clear meaning and memorable message to user?

 

 

Keyword rich?

Is the word before the dot a common, popular keyword?

 

Is the word after the dot, i.e. the gTLD, a common, popular keyword?

 

Google Keyword Planner enables users to analyze popularity and PPC (Pay Per Click) of specific keywords

https://adwords.google.com/KeywordPlanner

 

 

Inherent brand?

Your Ultimate Domain Name = can be a brand i.e. the domain name IS the brand

 

The new gTLD ".guru" and ".ninja", in my opinion: 

= an inherent brand = IS a brand.

= i.e. when combined with the almost any word in front of the extension (some will be better than others), the domain name, itself, essentially becomes a brand or, certainly, begs to become a brand.

 

Examples:

Games.Guru (SOLD in 2015 and now live on the web)

 

SEO.Ninja (Live on the web; Owned by Matt Cutts; Yes, that Matt Cutts - of Google!)

 

System.Ninja

 

A domain name containing a logical, obvious combination of 2 words (word before the dot + word after the dot), particularly if the 2 words, as a 2 word phrase, is "catchy" = surely is an inherent brand.

 

Examples:

Big.Dog

 

Butterfly.Social

 

Fun.House

 

Happy.Place

 

Hot.Sexy

 

Vegas.Party

 

Not.Cool

 

 

Category killer?

Is the word before (and/or after) the dot a major and/or prevailing sector, market, field of expertise?

 

Does the word before the dot + the word after the dot = define an industry and/or service, product, etc.?

 

Does the domain name = Positions you as Industry Leader? Is it extremely authoritative?

 

Which is more “Category Killing”? 

Fashion.Guru OR Fashion.Expert ?

 

Answer: Trick Question! 

Both = held back by ICANN,  Both = Category Killing

(If you’d like to acquire Fashion.Guru or Fashion.Expert; contact the Registry, Donuts http://www.donuts.domains)

 

So, there certainly can be more than one “Category Killer” domain name in any given sector.

 

 

Category competitor?

Is the word before (and/or after) the dot a major and/or prevailing sector, market, field of expertise?

 

Does the domain name = Position you as Strong Competitor? Is it authoritative?

 

Does the domain name = Put you on an even playing field with the competition?

 

Which is a Category Competitor? 

Fitness + .Family = Fitness.Family = NOT a Category Competitor

Fitness + .Network = Fitness.Network = Category Competitor

 

 

Examples Of Major And/Or Prevailing Sectors; Markets; Fields Of Expertise:

Accounting, Taxes

Auto, Car

Beauty, Cosmetics, Skincare, Hair

Business, Small Business

Data, Digital, Database

Entertainment, Music, Art

Fashion, Apparel, Shoes

Fitness, Sports, Health, Wellness, Nutrition

Food

Hospitality, Hotel, Resort, Casino

Investment, Finance

Law, Lawyer, Attorney

Manufacturing

Real Estate, Realty, Home

Transportation, Freight, Cargo, Trucking

 

 

Niche dominator?

Is the word before (and/or after) the dot descriptive enough to truly define a niche?

 

Is the word before the dot + the word after the dot = the 2 word phrase = descriptive enough to truly define a niche?

 

If so; a clear message is sent to the user "I have exactly what you want to buy right now".

 

 

Notable trend; Growth market, demographic, sector or service; In demand industry or profession?

 Is the word before (and/or after) the dot a very popular trend or industry that has experienced tremendous growth, is growing and/or is projected to grow?

 

Is the word before (and/or after) the dot an industry, market service, product that has experienced tremendous growth, is growing and/or is projected to grow?

 

Examples:

Cider, Craft Beer

Contractors, Green Building

Homecare

Marijuana

Organic, Natural Products, Supplements

Solar, Wind; Renewable Energy

Trucking, Freight

Translation

 

http://www.forbes.com/sites/sageworks/2015/06/14/the-10-fastest-growing-industries-in-small-business/#52d13ad37cd1

 

http://www.investopedia.com/articles/personal-finance/022415/top-10-fastest-growing-industries-united-states.asp

 

http://www.itbusinessedge.com/slideshows/show.aspx?c=90055

 

http://www.gobankingrates.com/investing/7-fastest-growing-industries-invest-2016/

 

http://www.careerinfonet.org/indview1.asp?nodeid=45

 

 

Does the word before (and/or after) the dot target an rapidly growing demographic?

 

Example:

Senior Citizens

 

https://www.nia.nih.gov/research/publication/global-health-and-aging/humanitys-aging

 

http://www.un.org/esa/population/publications/worldageing19502050/pdf/81chapteriii.pdf

 

http://www.who.int/world-health-day/2012/toolkit/background/en/

 

 

Example:

Luxury Shoppers

 

http://www.shanghaidaily.com/business/Chinese-luxury-shoppers-increasingly-turning-online-KPMG/shdaily.shtml

 

https://insideretail.asia/2016/01/21/chinese-luxury-spend-abroad-soars-in-2015/

 

http://internetretailing.net/2015/09/luxury-sector-sees-12-increase-in-online-orders-as-shoppers-migrate-to-mobiles-reveals-demandware/

 

TIP

The new gTLD ".boutique"

= indicates exclusivity and luxury

= Ideal to target luxury shoppers 

 

From a domain name buyer's perspective; if your industry and/or your target demographic is growing; it is likely to be or become very competitive and more saturated i.e. all the more that you will need to stand apart by having the best possible domain name/website/business/brand.

 

 

Emerging tech trend; Disruptive Innovation?

Tech trend

= will always grow and be in demand

 

Disruptive Innovation 

Simple Definition: 

New ways of doing things that disrupt or overturn the traditional business methods and practices. For example, steam engine in the age of sail, and internet in the age of post office mail.

http://www.businessdictionary.com/definition/disruptive-technology.html

 

Advanced definition

An innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leaders and alliances. 

https://en.wikipedia.org/wiki/Disruptive_innovation

 

= projected to grow exponentially in the near future

= will change, disrupt entire business models i.e. the distribution channels of business i.e. the way business is done

  

Examples:

3d Printing

Advanced Materials, Wearable Tech

Analytics

Artificial Intelligence (AI)

Autonomous vehicles

Blockchain technology

Cloud technology

Drones

Fracking (Advanced oil and gas exploration)

Freelance Society

Genomics

Robotics

Virtual Reality (VR)

 

http://www.slideshare.net/briansolis/26-disruptive-technology-trends-2016-2018-56796196

 

http://www.inc.com/ss/best-industries-for-starting-a-business

 

http://fortune.com/2015/07/22/mckinsey-disruptive/

 

http://www.intelligenthq.com/technology/12-disruptive-technologies/

 

 

From a domain name buyer's perspective; if a sector is growing exponentially; it will become extraordinarily competitive or there may be one or more very big players that may want all domain names that address the sector. Either way, businesses in the sector would need to stand apart by having the best possible domain name(s)/website/business/brand.

 

 

Innate business name?

Does the domain name seamlessly translate as a business name - or your business name?

 

 

Relevant to your existing or future business/product/service/brand?

If you plan on developing the domain name; choose and acquire the best one for YOU and your existing or future business 

= the domain name that attracts the users/customers that you are targeting or plan to target

= the domain name that best defines your business, service, product

= the domain name that is most indicative of your existing or future brand

 

TIP
If you sell organic products or food, provide a huge selection and/or want to appear "big" and have good prices;

Organic.World = Your Ultimate Domain Name.

 

If you sell lingerie and want to indicate exclusivity, attract luxury shoppers and charge high prices;

Lingerie.Boutique = Your Ultimate Domain Name.

 

 

Is the actual name of your business/product/service/brand?

If you have an existing business and there is a domain name, in which the word before the dot + the word after the dot = is the same as your business name; it would be advantageous to you and your business to acquire this domain name.

  


* All the domain names mentioned on this page = For sale. 

Most are listed on various domain name marketplaces.

TIP

The best and fastest way to know if a domain name is for sale and/or find out the asking price of the domain name:

= Type the domain name into your URL window/Address bar.

= You will be redirected to one of the domain name marketplaces or some type of landing page that states that the domain name is for sale.

= There may be a Price posted or a "Make Offer" button or a "Get Quote" form.