Perhaps the least understood and best kept secret on the internet 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.
Today, with over 128 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
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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see attached article.
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