'Type in' Traffic
[See also: Benefits and Internet Real Estate]
This term (also known as 'Direct Navigation' and 'Direct Search') refers to the web site traffic that has come directly from users typing into their browser's address bar. A percentage of people, a percentage of the time enter URLs directly into their browser expecting useful or relevant content to be displayed. DoubleClick states that 'more than one quarter of consumers (28%) report guessing URLs to visit sites'. This actually saves time as one process is eliminated.
For example, if you are looking for a hotel in Barbados...
Option 1
Go to a search engine (Google for example)
Enter "Barbados hotels"
Review the results presented
Choose one and click on it
View the site
Option 2
Type in www.BarbadosHotels.com
View the site
As you can see option 2 is much quicker. This process is often called Direct Navigation as people are taken to their destination web site directly without the search stage.
Andrew Miller, the President and Co-Founder of the
Internet Real Estate Group has said:
"It is not enough just to have brand recall, it is equally as important to be present in the moment that the person is proactively searching for what they want on the web, and the credibility to warrant their trusting you with vital personal information. We believe in owning that moment prior to their having made a brand preference choice. There are only a few prime descriptive domain names for each industry or category."
As more parking pages are turned into full web sites, the greater the chance that typing in a 'guessed' URL will provide useful content.
This process is also popularly referred to as 'Direct Navigation' and 'Direct Search'.
This 'type-in' traffic has been identified as being more valuable than regular search traffic as revealed in a case study by Efficient Frontier.
Their clients' conversion rates from domain ads (adverts on descriptive domain web sites) were double that provided by traditional search.
See also: Benefits and Internet Real Estate
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