The Google Effect And Domain Name Speculation

A reader writes "Google brought us the age of high quality searches, and with that may come the end of domain-name speculation. Good thing we paid for all those laws to punish cyber-squatters. Read the article and learn more."

Comments

..The good and the bad

[tolan's my name]

Google is a wonderful tool, but there are times and situations were it fails. Its at its very best at [say] finding every article ever written on a line like 'ORA12345 Oracle', as there is only one possible meaning. It is weaker however when one wants to buy something, because often people have only partialy defined needs for what they want to buy before they engage in the buying process.

A search of 'Bicycle shop UK' will produce many hits, almost all of them not online bicycle retailers. which is why bikes.co.uk will always have worth.

Now my own view is that all retail should be stuck on a separtate domain [.shop par example], and the rest returned to the 'good ol' days', but it aint going to happen

Pack your carpet bags, squatters

[imrdkl]

As reported earlier domain registrations have declined steadily. Many hoarders and sheisters have packed up for a new scam, I suppose. Even the ordinary registration fee can add up eventually, especially if the squatter is not receiving any interest in the domain which they hoped to sell for big bucks just a year or two ago.

I say good riddance. I'll keep an eye out now for the few domains that I was interested in back then. But I still wont pay a squatter. Not one cent. If I dont use google to search for my desired name once in awhile, maybe I'll try the Verisign Waiting List Service also discussed quite recently, so long as I can get my money back if I get tired of waiting.

In general, I think this is a good thing. It seems that demand for and profitability of the service that lives on the domain name is just as important as the domain itself. What a surprise.

A Subject (not Content) Directory?

[dschuetz]

Something I've been talking about for years is the concept of a "subject based directory." Pretty much all the web search engines work based on the content of a page, not the more abstract subject matter of the page. Some of the directories Google, Yahoo) get close to a good subject-based lookup, but they're not quite what I (think) I've been looking for.

What I'd like would be to go to a search engine, type in "ford," and get a list of websites, with a brief description of each. Not pages on a website, but a list of things like "Ford Automotive," "Ford Aerospace" (are they even still around?), "John Ford", "Ford's Theatre," etc. Maybe in decreasing order by some kind of popularity rating.

Or are the directories now pretty good at this kind of lookup? Google Directory did a passable job with "ford," but it's not well organized and still (apparently) takes its description information straight from the web page, rather than from a carefully crafted, entered-directly-into-the-directory abstract of the site. The "Realnames" service looks like it might have been a solution, but I think it's just moved the problem from a for-pay DNS issue to a for-pay keyword issue. (use "ford" there, and you get FordVehicles.com, no other choices).

This'd be easy enough to implement with some kind of meta tag, in which someone could place the legal and common name for their organization, or for the specific information on their site, along with a one-paragraph description. Search engines could then let people search against that "abstract" database.

Does this make sense? Is anyone doing anything like this (and I've just missed out, being under a rock)? Or are there big feasibility problems (like people stacking meta data) that I haven't addressed?

New market for unique, short names

[texchanchan]

No matter which way this comes out, the professional namers will get new business. (These are the people who come up with names for vehicles such as Isuzu Axiom and new corporate identities like Verizon.)

Memorable domain names and searchable business names both need these characteristics:
- Short, or few elements
- Unique
- Memorable in itself, and,
-- easy to associate with your product
-- and just your product, not everybody's
- Pronounceable on sight and spellable from memory
- Without ribald connotations in major languages

An excellent example: Slashdot.

Ordinary business people are no better at making up names than they are at drawing their own logos. If you can do it for them, you've got a niche.

Wrong for so many reasons

[fleener]

Dan doesn't get it. Domain names are critical for so many reasons:

1. People don't guess domain names, except in really obvious situations. Example: IBM.com, sony.com, etc. Having domains like "widgetworld.com" were never about guessability. They're just easy to remember and spell and rank better in search results when the keyword searched for is actually in the domain name.
   
2. If your company or web site is not high profile, you don't get found in Google. If I'm a small-time widget seller, Google gives me no traffic because it places the big-time popular widget sellers at the top of the search results. I have to somehow gain popularity without search engines before being assisted by them. It creates a snowball effect where the big sites stay big by the little guys being pushed down.
   
3. Web addresses are publicized many ways and need to be memorable when seen on billboards, spoken over the phone, etc. Many businesses have similar names - it's much easier to go directly to a web site than to rely on a search engine to determine which company you want.
   
4. Dan Gillmor is obviously savvy at forming search queries. The average person is clueless. Google helps, but not nearly enough. It's always easier and faster if the user knows how to load a URL directly instead of relying on a search engine.
   
5. Google could go out of business. Where's the Google-effect then? We're supposed to hope the next search engine to come along is as good and won't go out of business despite reliance on yet-to-be-proven economic models such as web advertising?
   
6. His example of searching for "Dan Gillmor" is laughable. What if your name is John Smith, Bill Jones, David Chow or any number of highly generic names? Google is great, but many searches are still very frustrating for many users.
   

I would like to see domain names publicized as they are, and by IP and by bar code, but for them to also carry other information, such as the company name and description. Then people carry a pen-like or card-like device to grab URLs off of everything (a can of baked beans, back of a cereal box, off a business card, in a newspaper, etc.) to take back to your computer later to load the appropriate page. Nothing proprietary like that CueCat crap. A real standard and simple technology to make addresses easily accessible.
They need to be ubiquitous.

Wait just a dad-burn minute

[Uttles]

The most interesting from a domain-name point of view is this: With the rise of search tools that unerringly bring you to the page you want, the need for a highly specific domain name -- one that a casual Web user would be able to guess -- has practically disappeared.

I agree with this article for the most part; Google is a great search engine and it eliminates the need to memorize a bunch of URL's. There's a few assumptions the author is making that aren't exactly correct.

1 - Google doesn't "unerringly bring you the page you want" because no matter what you type into the search field, it can't tell exactly what you're looking for. It gives great results most of the time, but it still stumbles once you move into more vague searches. This isn't Google's fault, it's just the fact of life that neither people or computers are psychic, we can't read each other's minds.

2 - Having a domain name that someone could guess, or that someone might not even know relates to your company, is still pretty desirable. People are familiar with having a .com after most websites, so if you put up toys.com, you'll probably get a lot of hits, no matter what your actual company is. I agree, typing in www.lucenttechnologies.com is a much worse method than going to Google and looking up "Lucent Technologies," but I think people have always preferred search engines for looking up specific companies.

3 - This is probably the most important point: domain names are about advertising in today's internet economy. The companies would like for people to be able to guess their website address, but what's more important to them is that customers can easily remember the address when they see it in advertisements. So, when you see a commercial for Nike Shoes, and they show you www.nikeshoes.com, you will easily remember that for the next time you're browsing the web. Now, it really wouldn't make a difference if it was www.nike.com, www.shoesbynike.com, www.gonike.com, or www.swoosh.com, because the point is they're giving you an easy to remember location. Now, if they gave you www.commercialwebsites.com/shoecompanies/nike/shoe s.html, it probably wouldn't stick in your mind very long, and you wouldn't just causally browse the site. Now, don't get me wrong, if that was the URL and you REALLY wanted to check out Nike, then you'd go look it up on Google, and you'd get there anyway. The point I'm trying to make is that it's not about the companies trying to guess what domain you'll type in, they're trying to make it easy for you to associate a website to their company, and that's why I think there's still a big demand for specific domain names.

Dick's Sporting Goods is not Dicks.com

[jason99si]

The article's author has a good point. I don't try to guess a companies domain anymore either... ever since that embarrassing moment in the lab at school when I found out that Dick's Sporting Goods web site is not Dicks.com.

..duh.