If you were going to open up a shop, would you rather establish it on your city’s main street or 20 miles out of town, down a dirt road, in the middle of the forest? Which location do you think would get more customers?
The point is, if you want consumers to find you, you need to make your company or product easily discoverable in every way possible—especially with your URL. Why?
- Branded URL entry is a powerful traffic source. You want people to be able to enter your product or brand name into a web address bar and find you right away.
- If the search term and URL relationship is not consistent, SEO can be seriously harmed. Do the search terms you’re trying to be found with match your URL?
- Brand URL misalignment decreases recall. If you use a URL that has nothing to do with your brand or product name, people won’t remember it to find you.
Luckily, you can make deliberate decisions that will help combat against the above URL problems:
Choose a name that has a corresponding—and available—URL, and avoid the fight.
Purchasing a URL that completely matches your brand/product name is one of the best things you can do for your business. That’s because consumers need an easy way to find you.
The SEO experts at Moz note in their URL Best Practices that “URLs should describe a site or page to visitors and search engines. Keeping them relevant, compelling and accurate is the key to ranking well,” and “Webmasters are more likely to get search engine-referred traffic due to the keywords in the URL.”
With that said, it’s becoming increasingly harder for people to obtain URLs for their businesses and products, particularly when you or your company/product gains any kind of notoriety. People make big bucks off of purchasing boatloads of URLs and then taking advantage of your efforts in various ways, like loading those sites with their own ads and knock-off products.
Other people will buy URLs and sit on them until individuals and companies come looking for them with open wallets. However…
Investing in a URL will pay handsomely; it’s worth it.
When done right, anyone who searches for you or your product online should find your domain at the top of the search results because it’ll be an exact match. If your URL doesn’t match your name, chances are all that marketing you’re doing for your business might actually be pushing potential customers to the wrong site.
Your URL is online real estate you can’t afford to ignore. Think of it like this: your business/product name is your address—if your URL doesn’t help you get found, what else will? Ideally, when someone searches your brand, you should own both paid and organic search results. You’ve already piqued a consumer’s interest, so basically it’s your customer to lose at this point.
We encountered the power of an intuitive URL when we were marketing the No. 1 selling cane in America. When we switched from www.TheHurrycane.com to www.HurryCane.com, we saw an 11 percent increase in total website traffic just by making it easier for consumers to find the product by eliminating the unnecessary words in the URL.
Make it memorable through audio and video cues.
This one’s pretty straightforward. You have to be easily found online through auditory and visual recall—if not, it will cost you sales. That means if you’re trying to drive consumers to your site, you need to make it one of your main objectives in your radio and TV advertising campaigns. Clearly spoken and visible URLs and promo codes come in handy here.
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