The Power of Internet Gripe Sites
Managing the Destructive Potential of “BrandSucks.com”
Download the Full ArticleBackground on Direct Navigation
For any consumer, navigating the Internet can be challenging task. Given the omnipresence of search engine portals such as Google and Yahoo!, one might assume that Internet users primarily use search engines to reach their intended destinations online. However, WebSideStory’s StatMarket division (now a part of Omniture) estimated that more than 67 percent of global Internet users arrive at Web sites by direct navigation.1
This type of navigation, also known as type-in or direct search, is defined as traffic derived from a visitor arriving at a Web site by keying a word or phrase into the browser address bar rather than following a link, a bookmark, or a search engine’s results. Typically, direct navigation users type in generic terms or brand names plus generic terms. For example, a direct navigation user may type in realestate.com when looking for information on purchasing a home or may type in remaxagent.com when looking for a RE/MAX real estate agent.
Even the most savvy of users can miss a keystroke and unintentionally stumble upon an unexpected site. They can be unwittingly exposed to overt schemes involving spyware, phishing or at the very least, a poor experience while searching for a product or brand site. Unfortunately, this reality often prompts brand owners to focus primarily on defensive strategies while neglecting to critically evaluate which domains they should own and how to optimize their existing domain portfolio to benefit their business. As a result, it has become fairly standard practice to cast a wider net than necessary and register large quantities of domains to keep them out of the hands of others. Many of the domains that are obtained in this way do not generate traffic and are therefore relatively useless; others will go underutilized because they remain mired in a sea of domains stockpiled by marginally advised corporations. While some of these domains will be properly developed into functional sites or redirected to useful Web content that already exists under a different moniker, others will lead to a dead end for anyone who types them in.
Cook, John. “Marchex Solidifies Its Web Presence Deal Lets Company Move Into Direct Navigation.” 24 November 2004. The Seattle Post-Intelligencer. Online. 4 June 07.
