Ideally, your domain should reflect your Valuable PREselling Proposition (VPP). Your VPP answers, in very few words and hopefully with just a touch of character, the two critical questions about your Site Concept...
1) What specific and high-value information does your site deliver?
2) What is your unique positioning for this delivery (i.e., what is your angle of
approach)?
A good VPP transmits these answers loud and clear to your visitor so that she
immediately understands what your site is about. And the single best way to do
that?...
Include your VPP in your domain name!
There’s no room for “cleverness” or subtlety here. Leave that to the moneylosing
dotcoms. Include your Concept Keyword in your VPP and add a
“marketing angle/theme” to it. That way, your concept is clear to your visitor, and
your Concept Keyword is clear to the Search Engines (the engines will rank
your site a touch higher for your Concept Keyword if it is included in your
domain name).
Focus your efforts on developing a VPP that is “not too narrow, not too broad”
-- it needs to be just right.
Would an example help to clarify? How about three?
5.2.1. Example 1 -- A Tight Niche
“Pricing” is a nice, tight concept. You can use your SUPPLY and DEMAND
WINDOWS to brainstorm many HIGH-PROFITABILITY keywords that are
directly related to pricing. And, as we saw, you can also BREAKOUT into other
areas, too... areas that would be of interest to serious business people (ex.,
“fulfillment” or “copywriting” or “product development”).
Here’s the problem, though... if you developed many Keyword-Focused
Content Pages about fulfillment within your pricing site, you’d dilute that site’s
Search Engine effectiveness for pricing issues. So “concept-level” keywords like
“fulfillment” really deserve their own sites.
Keep your theme pure. You will do better with the engines and you will be more
credible to your readers, too.
Business people who are interested in fulfillment will also be interested in pricing.
Well, the reverse is true, also. So your pricing pages can also refer people to a
good fulfillment company... not to mention a company with a good solution for
customer support!
Since “pricing” is wide enough to be profitable and narrow enough to be
winnable, make “pricing” your Site Concept Keyword for your new Theme-
Based Content Site.
Now let’s develop your “pricing” Concept Keyword into a Valuable PREselling
Proposition (VPP). We’ll explore three different directions…
i) pricingadvisor.com, or THEpricingadvisor·com
VPP = pricing advisor. This says that you are delivering pricing information.
(Your Concept Keyword must, of course, be included in your domain.)
And the "advisor" part establishes you as the expert -- it tells your visitor that
you'll be delivering some great pricing advice!
ii) pricing-on-the-net·com
VPP = pricing on the Net. Again, it’s clear that you are delivering pricing info.
The “on the Net” part says that you are specializing in pricing info specifically on
the Internet. Since there is not much info about pricing on the Net and since your
potential visitor is certainly there looking for Net-specific info, this is a good
approach.
Same idea for “netpricing·com” and “cyberpricing·com.”
iii) perfectpricing·com
VPP = perfect pricing. Again, it’s clear that you are delivering pricing info.
This time, though, the VPP implies that you show people how to price optimally --
also something that people would definitely want!
Bottom line? Same Concept Keyword, but three different VPPs that outline
three different Site Concepts.
Which of the above approaches is best? Ahhh... my work is done. You know
your prospective visitor best. Which approach do you think works best?