Domain Portfolio Development

Silverback Marketing is a strong advocate for strategic domain portfolio development.  We are often surprised to discover a broad range of high value domains that relate to a particular brand and/or vertical defining keyword phrases available for purchase for ten bucks a year.  Similarly, we also find it perplexing to discover large caches of undeveloped, high value domains sitting idle in domain registrar accounts.  Whether the domains were acquired to block your competitors or you just haven’t determined what to do with them, Silverback Marketing can help you design and execute a cost effective domain development strategy to support your online marketing initiatives and increase your brand reach while creating barriers to entry for your competition.

The general idea concept behind our Domain Portfolio Development services is to evaluate the portfolio of domains you currently own and to research available exact match keyword domains that relate to your vertical market to determine which domains could be of the most benefit to your current and future marketing strategies.  In evaluating your current and potential domain portfolio we look for two primary elements: 1) domains that match keywords that have a relatively high demand; and 2) domains that match your growth/product development strategies.

In scenario 1, the choice to develop domains that match up with keywords in relatively high demand will give you a good chance to saturate the search engine results with more than one listing. For example, say you own ipodtransfersoftware.com.  Your main site, www.acmesoftware.com, ranks 5th in Google for “ipod transfer software”.  We would develop www.ipodtransfersoftware.com with an end goal of having both domains ranking in the top 10 results.  Instead of creating unique content and publishing it on Acmesoftware.com or external websites, we would create and publish unique content to ipodtransfersoftware.com.  This will help the site gain traction with the engines and eventually achieve the 2 first page rankings.  In the meantime, the inbound editorial links we’re getting from ipodtransfersoftware.com to the parent website will help it maintain and/or achieve an even higher ranking.  So, we’d essentially take your list of domains and produce a study telling you which domains represent the best opportunity to gain saturation as described in the example above.

In scenario 2, we would work with you to evaluate what other domains should be developed due to some strategic point of relevance.  For example, you are developing a new software application that you intend to roll out in 2011.  Domains would be developed ahead of time to make sure that you already have some exposure and organic search engine traffic going to those sites before the new product launches.  Assuming there is a viable connection between the new application and some of the existing ones, we could also use these domains to distribute content and achieve high quality inbound editorial links to parent site from these sites as well to assist in the SEO strategy.

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