On Feb. 6th, 2003, websidestory Inc., [websidestory.com], a web analyzation company released a report showing that majority of websites are now visited by direct navigation, instead of using search engines and web links.
Direct Web Navigation is when a visitor locates a site by typing domain directly into browser or from a using a bookmark.
According to websidestory.com, in 2/2001 48.14% of sites were found through direct navigation and other 51.85% through search engines and weblinks.
As of 2/2003 that percentage has risen to 64.43% and only 35.55% were found through search engines and links.
This study however does not diminish importance of search engines and links for initially finding a website.
But it does give evidence that a domain and site that a visitor is able to remember will be returned to directly in future.
Note I said ‘able to remember’ and not ‘worth remembering.’ Sure your site should be of such value that it is worth remembering, but if you don’t have that solid brandable domain that sticks in brain like glue than it won’t matter.
How many times have you wanted to return to a cool site, but couldn’t remember domain to get their? Of course you could search for it at a search engine, but this takes more time and effort. The more steps you put in front of your prospects, less likely your site is to be found.
This is why domain branding is so important. For a very low investment any online business has power to intensely leverage their marketing.
Think about it. Your Domain name is most important marketing tool you have. Your domain is first thing your audience sees and your first chance to generate a response from a consumer. Do they visit or move on? This decision is hugely impacted by effectiveness of your domain.
The entire basis of marketing is getting someone's attention and your domain must do just that. It becomes extremely powerful to use a brandable domain name to leverage your marketing to maximum.