Domain Traffic May Be Black Gold, but Domain Development is the Alchemist’s Stone
Frank Schilling published an editorial recently that was well received, even proclaimed to be the most important post of the year. I would like to respectfully disagree with that sentiment and provide my own perspective.
Frank crafted an interesting metaphor between the early days of oil drilling and the present day perception of direct navigation domain name traffic. Direct navigation is when people type in a domain name instead of doing a search. This type of traffic is extremely targeted. On most generic words it flows in daily by the barrel full.
The editorial did not necessarily apply to me personally because my domain names do not receive any significant amount of traffic. So dismal in fact, that I have stopped parking entirely. That’s the hard reality that many domainers who got their start around or after the .COM bubble or may not have capital to invest in generic domains.
However, hope is not lost for the countless domainers who do not have a steady supply of black gold.
Like the mythical Alchemist’s Stone that transmutes common metals into pure gold, we can transform virtually any domain name into a source of traffic by developing it.
Development through content creation, marketing and web design enables you to transform an “undiscovered” domain into vibrant virtual real estate. We can essentially create our own streams of traffic through a little hard work and know-how.
The future of our industry is heading towards web development, lead generation, affiliate marketing, direct advertising and paid content. Trade-in that parking account for a content management system and start working towards building your empire of truly developed websites.
I believe we can overcome the challenges and time-constraints to make this work by innovating and adopting the latest technologies. Quality websites built today will become the leading destinations of tomorrow.