the least understood and best kept secrets on the internet (by Google, Yahoo &
other search engine giants) is the phenomenon known as "Direct Search"
or "Direct Navigation".
This is the process by which ordinary folks
simply type a domain name (usually followed by .com) directly into their browser
address bar and search intuitively for a web site.
For example, if you
are looking for Talent Agents, all you have to do is type in www.TalentAgents.com
and you will be taken directly to a resource web site for Talent Agents! The same
holds true for any subject under the sun, weather you're searching for specialty
hobbies like Steam Engines www.SteamEngines.com
or Wooden Boats www.WoodenBoats.com or conducting
a targeted search for Catholic Schools www.CatholicSchools.com.
The beauty and simplicity of this kind of Direct Search is that it allows
you to bypass the clutter of search engines and go directly to the most relevant
source of information matching your query.
This kind of laser targeting search
has grown in popularity over the years as more and more premium domain names are
acquired and developed into content rich sites.
It is now estimated that over
67% of internet users worldwide arrived at web sites via Direct Search in 2004
compared to 53% in 2002, (based on research from WebSideStory).
Even more remarkable,
is the fact that approximately 15% of Yahoo's and Googe's total traffic is generated
from domain type-in traffic (a fact that most advertisers fail to understand).
Today, with over 64 million dot com domains registered worldwide, you can
type almost any keyword domain into your address bar and be rewarded with a highly
relevant web site covering your subject.
In effect, what we are witnessing
is the next chapter in the evolution of search as the web becomes highly specialized
and targeted with thousands of Vertical Domain Channels or micro search portals
offering extremely focused information.
The implication for advertisers
is staggering and extremely exciting!
Susquehanna research recently published
data demonstrating that "Direct Navigation had a 4.2% conversion to sale
rate, while search engine clicks lead on average to a 2.3% conversion."
Clearly, the next generation of sophisticated advertisers will be looking
for new Advertising Models which offer highly specialized Targeted Ad Networks
that can deliver extremely focused traffic which converts at above average levels.
And that's where we come in...
Welcome to the future!
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