Death of the Domain Parking Companies…

17 May

Death of the Domain Parking Companies

Things are constantly changing in the web. The best part about the Internet is that even today, there is still room for the “little guy” to have an impact on the industry. Today on the blog of Rick Schwartz, he made the announcement that Frank Schilling is about to launch his own Parking company named simply: InternetTraffic.

For those who don’t know, there is a “Big Three” of domaining: Kevin Ham, Rick Schwartz and Frank Schilling.

To have someone who “rose up through the ranks” lead a parking company will set the bar to the level that all of those who have quality type-in traffic to properly monetize that never-ending supply of eyeballs and clicks.

All of the remaining parking companies should be on alert today. Brand names should be as well. This marks the start of what could be considered the “Golden Age” for domainers. By having a company run by one of the people who own premiere domains, they will know the true value each domain holds and won’t let the Google’s and Yahoo’s of the world short-sell the value that pure Internet Traffic delivers.

Let the good times roll!

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  1. Domaineering Tips | December 26, 2011 at 4:50 am

    “Domaineering” is the web-based marketing business of acquiring, with the specific intent to monetize, non-trademarked generic keyword containing Internet domain names by purposely focusing on their use as an advertising medium. This is in sharp contrast with primarily speculating on domains as intellectual property investments for resale as in the “domaining” paradigm. In “domaining”, aka “domain speculation”, generating advertising revenue is considered secondary, if at all…more like a bonus while awaiting the sale or “flip” of a domain name for the reward of a capital gain with domain parking being optional. In “domaineering” the main objective is almost always earning revenue from advertising and commonly employs the services of a domain parking company if developing a website is not undertaken. In domaineering, the domain names function as virtual Internet billboards with generic domain names being highly valued for their revenue generating potential derived from attracting organic, natural type-in or algorithmic search based Internet traffic hits to tap the direct navigation market. Passive revenue is earned as potential customers view pay per click ( PPC ) ads or the Internet traffic attracted may be redirected to another website. Hence, the keyword rich domain name itself is the revenue generating asset conveying information beyond just functioning as a typical web address. As the value here is intrinsically in the domain name as an information carrying vehicle and not in a website’s products or services, these domains are developed for advertising, ( i.e, “parked” ), and not into “conventional” websites. It is a mistake to characterize a parked domain as “unused” or “undeveloped” when in fact many are among the most highly specialized and monetized domains being as they are used solely for the purpose of selling an advertising service. Parked domains also cannot be considered “unused” if they are earning money for their domaineer owners.

    As with traditional advertising, domaineering is considered part art and part science. Often to be the most effective as an advertising tool, the domain names and their corresponding landing pages must be engineered or optimized to produce maximum revenue which may require considerable skill and keen knowledge of search engine optimization ( SEO ) practices, marketing psychology and an understanding of the target market audience, including demographics and buying habits. Creative use of color and landing or webpage design graphics may also be involved. Domaineering generally utilizes firms offering domain parking services as advertising aggregators to provide the sponsored “ad feed” of a word or phrase searched for thus creating a mini-directory populated largely by advertisers paying to promote their products and services under a relevant generic keyword domain. Occasionally content is added to develop a functional mini-website.

    The new breed of online marketers who are in the business of domaineering are referred to as “domaineers”. Ethical domaineers contend that their product, i.e., “domain advertising”, is a bona fide offering of goods or services in and of itself which provides rights to and legitimate interests in the generic keyword domains they use. This serves as a rebuttal or defense in addressing occasional spurious accusations of cybersquatting particularly on famous or registered trademarks. Cybersquatting can be illegal and is to be avoided! Domaineers and others who advertise online using generic keyword domains believe domaineering provides a useful, legal and legitimate Internet marketing service while opponents of domaineering decry the practice as increasing the ubiquitous commercialization of the world wide web. Those same opponents suggest that a better use would be for one firm to develop a website for it’s products using a relevant generic keyword domain pointed at or as it’s url oddly for the same commercial purposes they cite the domaineer using it for, i.e., advertising. However, having one firm control a industry relevant generic keyword domain in this way to exclusively market it’s own products under could be viewed as a significant barrier to entry by denying potential or actual competitors the same advantage to penetrate a new market, maintain or increase market share. Domaineers instead can offer their generic keyword domains to several or more firms to advertise under thus promoting healthy competition and making markets more elastic than they otherwise might be which usually is of benefit to consumers.

    Domaineering aka “domain advertising” is practiced by both large organizations which may have registered hundreds or even thousands of domains, ( example: ), to individual entrepreneurial minded domaineers who may only own one or a few. Initially occupying only an e-marketing niche, it has now become a widespread practice as domain advertising becomes better understood. If fact, any business or non-commercial entity that incorporates the generic name for the product or service it purveys as or in it’s website’s address / url for the purpose of attracting customers who are searching the Internet for said product or service is engaging in domaineering to some degree! That’s because of the tremendous advertising power inherent in certain generic keyword / keyterm domain names which can be harnessed and put to work through domaineering. The identification and defining of domaineering as a distinct Internet advertising practice is attributed to Canadian Professor William Lorenz’s pioneering work on evolving trends in ecommerce marketing.

    Some of the usual steps involved in how to do domaineering:

    1) Open an account an at a domain registration company. Shop around for the best deals.

    2) Open an account at a domain parking company. Tip: Consider opening several accounts because some domain parking companies do better with certain domain names than do others.

    3) Think of a word or phrase to register as a domain name. The more generic the better and TLDs do matter.

    4) Check the trademark registries to see that the word or phrase is not a registered trademark. Consider obtaining professional legal advice about this as it can be tricky.

    5) Register your word or phrase as a domain only if you are certain it is not infringing on a trademark.

    6) “Park” your domain with your domain parking company of choice.

    7) Where you registered your domain, point your domain’s dns to the domain parking company.

    8) Customize the landing page for your domain at the domain parking company if necessary.

    9) You are now ready to collect PPC advertising revenue.

    Want to know more? Start by viewing the various domaineering, domaining and domain parking websites or blogs for more tips.

  2. Domaineer CEO | January 23, 2013 at 9:49 pm

    Domaineering makes money, even while you sleep. I know this from personal experience. Domaineering is one of the best kept PPC advertising secrets on the Internet.

  3. admin | January 23, 2013 at 9:56 pm

    I know there is a ton of money in parking domains, but imagine how much more can be made if those domains collected user data and then offered that visitor a product or service that matched the domain?

  4. Best Domain Parking | June 3, 2013 at 3:31 pm

    Yes! Finally someone writes about Best Domain Parking.

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