Aug 21, 2007 117 reads by Navneet Kaushal

Plenty of people are searching for things by typing in words into their address bars, slapping on a .com and figuring they'll get to a relevant site. More and more, domainers are ensuring they don't draw a blank. Domainers purchase popular generic domain names and populate the sites with ads from the major search networks. Learn how the business is growing, how it can deliver relevant traffic to advertisers, as well as issues with typo domains and opt-out issues.


  • Detlev Johnson, VP, Director of Consulting, Position Technologies


  • Jon Lisbin, Chief Strategist, Point It, Inc.
  • Andrew Beckman, President, SearchAdNetwork
  • Monte Cahn, Founder and CEO, Moniker
  • Sean Moriarty, Director, Business Development, Yahoo! Search Marketing

In the place of Danny Sullivan now is Detlev Johnson the VP & Director of Consulting, Position Technologies.

First to speak was Monte Cahn of Moniker. The talk stated on a positive note with Monte describing the vusiness of Domain as "healthy". Come to think of it sold for a king's ransom of $350 million. This year saw a rise of 25 % as 10.7 million domains were listed within this year's initial first quarter.

Useful tips for entrepreneurs:-

  • Choose a natural, organic domain name as this means more search volume.
  • Pick a descriptive, easy to remember and simple domain moniker.
  • There are opportunities to make money via CPA, direct-traffic deals, CPC and CPM.

Jon Lisbon of Domain Parking & PPC, in true Jedi style said a "dark side" existed in domaining. With Domain parking business worth an estimate of s alittle below $1 billion. Some other problems that are part of the dark side and existed in domaining are typo-squatting, click fraud, domain kiting or tasting and cyber-squatting.


Investigate your referrer report. If your advertisements are surfacing on sites that generate clicks but if these clicks do not translate into conversions, stay out!

Mention the zero combination sites in your listy of sites that have been excluded.

Next up was Andrew Beckman of SearchAdNetwork.

Andrew states the importance of using a conversion tracking tool or even Google Analytics or another web analytics tool on all of your domains to investigate traffic levels. This way you get an idea of whether you are losing or making money. For supplemental information, Andrew also suggests using Google's new placement report through which one can even know the source of your traffic.

A current trend among major corporates today is the acquisition of generic sites which are then redirected to the main site through a 301.

Apparently yahoo too has a similar tool which they will be unveiling very soon.

The fourth and last speaker of the day was Sean Moriarty, who is the Director, Business Development of Yahoo! Search Marketing. Moriarty states that parked sites have evolved and progressed to now becoming full-on, full-fledged websites. Depending on factors like trademark typos, conversion rates (CR), domain suitability etc quality search engines like Yahoo! filter out domains. These are all done to serve the advertiser better.


To create a domain name of popular keyword or query use both .com and .net. However, if you are creating company domain names, make of every possible variation.

Stealth acquisition is a good idea for those seeking to buy domain names.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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