a nice example of why EMDs will be worthless

[julian]

www.tiger.co.uk

 

[scottsmith]

And they wouldn't rather have a domain like insurance.co.uk? Still tiger.co.uk is much better than say carinsurancedoncaster.co.uk. Personally I like EMD's that can also be a brand. If you have the marketing budget any short memorable name will work I guess.

 

[bluerock]

Didn't do elephant.co.uk any harm. Easy to remember

 

[getmein]

Setting up a brand in a high value, high volume niche makes a lot of sense as regardless of what domain they have they'll need to market themselves extensively. There are only so many instantly memorable brandable keywords, I don't think made up names do so well in this regard. Ultimately, if you're great at something thats going to be a lot more important than your domain name.

For searches a bit further down the tail, I still see value in EMD.

 

[max99x]

ha when people start searching for car insurance and all they see are animal domains they may start to click more on the self explanatory EMD ones!

I think if you can't see the value of decent EMD that are brandable you're very naive

 

[viceroy]

It's names like these that are going to be targetted by anyone with the means (ie. tm's and cash) if there are .uk auctions... Setting up a site about tigers and elephants would have no recourse to drs and the cash-rich insurance companies would be held to ransom... what with all that marketing spend and all

 

[GreyWing]

The main reason companies go with names like tiger and brand them up is not an obvious one. They can TM for "tiger" in relation to insurance products and this stops adwords appearing in serps.

They can't do that with insurance.co.uk, so their you could end up on some names getting more traffic being at the top of serps with 10,000 exacts than you can being at the top of something with 30,000 exacts if those exacts have adwords all over serps.

EMD's or brands you need cash for both now. Not sure there is much in it on high end stuff to be honest.

 

[eddieb]

Would you say Amazon is a useless emd as well, I don't think so.
Tiger is not intended to be an emd any more than Amazon is, its a brand name and its success will depend upon how well it is marketed.

 

[newguy]

Well, it is an exact match domain, only for the word tiger rather than the service they provide . Brandable keywords are a great way to promote a business.

 

[doodlebug]

It's not intended to be an EMD, it's a brandable and a good one, much better tham protectyourbubble.com and blackcircles.com and thedogsdoohahs.com

 

[Aegean]

Its a good name if you have the money, that's what its all about.

 

[addz123]

I don't understand why you're saying EMDs will be worthless.

 

[tifosi]

I don't understand why you're saying EMDs will be worthless.

This I think is more about saying - along with Matt Cutts - that brandable words built into businesses will predominate.

Agree and disagree with this. Depends on your description of an EMD, If it's the type Matt Cutts like using wiith multple compund words then yes. If it's a short 2compound word then no, they still have weight as numerous recognisable household names have shown.

Again, depends on your description of an EMD.

Then again this is the type of cross-definitition/class trademarking which may get Noiminet into a great deal of trouble in the near future!

 

[lethal0r]

i'll take any EMDs that are going free, pm me

 

[crabfoot]

It is not that Google have devalued EMDs, just that they have done something to reduce the advantage of getting the keywords in every link.

OTOH it is difficult to branch out into other related categories using an EMD, whereas using a brand name lets you work across several categories like Tiger are doing - they get a bigger site overall that way, which might impress Goog more than five smaller sites.

 

[websaway]

It is not that Google have devalued EMDs, just that they have done something to reduce the advantage of getting the keywords in every link.

OTOH it is difficult to branch out into other related categories using an EMD, whereas using a brand name lets you work across several categories like Tiger are doing - they get a bigger site overall that way, which might impress Goog more than five smaller sites.

Yes it means that every name that's got a keyword that has x number of exact match searches is not now necessarily valuable.

Most of them never were or had a short shelf life anyway.

Whether you build a name around an exact match generic industry or product specific as apposed to a genuine brand will depend on your budget.
I believe the former is a short cut and cheaper method.
VacuumCleaner is a safer option than vacsoclean.
And if you already have vacsoclean then vacuumcleaner is a great way to promote your brand.