Categorized | Type-in Traffic

Should Domainers Feel Threatened by the iPad? Nah, Not Really.

Posted on 31 January 2010 by Andrei

Bruce and Andrew wrote some interesting stuff about the iPad and how it could affect type-in traffic but when it comes to this specific product, I have to disagree. Here’s why:

It Could but It Won’t

Hope the previous headline hasn’t confused you TOO much, here’s what I mean: a product such as the iPad and app-based navigation in generally could represent a threat to type-in traffic but this specific product won’t (IMO). Leaving the fact that it has been over-hyped to say the least aside, here’s the main reason why I don’t think that domainers who rely on type-in traffic should lose sleep over this launch: there are FAR more important things to worry about.

I’ve written an article a while back which I think is extremely relevant today, I’ve basically explained why type-in traffic is not a long-term selling point. Definitely worth a read, be sure to check it out if you haven’t by now.

I’m Too Lazy to Read the Article, Cliff Notes Please!

Sure, no problem, here are some of the things which pose a far greater threat to type-in traffic:

1) the fact that parked pages do NOT provide value

2) the fact that lots of money is being spent marketing viable navigation options such as Google, Bing and so on

3) the fact that people who are not exactly Internet-savvy are being “educated” via TV programs, radio programs and so on

4) the fact that quite a few people/companies are trying their best to block parked pages (through browsers, plugins and all sorts of other applications)

The list could go on and on, check out the blog post I’ve recommended if you’re interested in a “from A to Z” type-in traffic analysis. And if we were to analyze things from the perspective of a person who relies on type-in traffic, let’s not forget that:

1) there’s a LOT of fraud involved and that ultimately has a negative impact on the quality or at the very least the perceived quality of type-in traffic in the eyes of advertisers as well as potential advertisers

2) leaving fraud aside, let’s not forget that in most cases, type-in traffic converts poorly (typo traffic, traffic from domains such as LOL.com, HaHa.com and so on – while domains such as WashingtonInsurance.com do indeed put targeted type-in traffic on the table, they are unfortunately just exceptions, a few drops of rain in a sea of junk traffic)

3) legal aspects such as TM issues put a lot of pressure on type-in traffic portfolio holders

4) monetizing type-in traffic via other methods (affiliate programs, partnerships and so on) is not as easy as most people think, it’s basically a completely different world if PPC parking used to be the center of your universe

The conclusion: if type-in traffic is an important part of your business model, worrying about the iPad at this point is like being lost in the middle of the desert without food or water and worrying that you might break a nail 😉

16 Comments For This Post

  1. Xdreamer Says:

    Netbooks are a hundred times better than ipads and ipads are more expensive. There are many Apple fans who will buy it, no doubt about that but I’m not really impressed.

  2. gadgetbling Says:

    Most domainers are in denial about their typeins, several more important qualities are being overlooked. Most domainers know that typeins will eventually be insignificant but they’re afraid to admit it. I also thing that typeins will suffer a lot but that does not mean that domains will be less valuable. In fact, I think domain values will go up.

  3. Nick Says:

    I don’t even think end users care too much about direct navigation traffic, 90% of them would probably not even understand what it is. Isn’t it funny how some things are so important to domainers when end users don’t even care?

  4. Bruce Marler Says:

    First off thanks for the link!!!

    I don’t think Andrew or I either one have said domains would not be valuable, but the reason they are important changes.

    Many people continue to talk about the great type-in traffic they get when in fact most people would be surprised what the numbers actually are in reality.

    The trick is that someone cannot plan on just having a great domain name to be successful, more and more it is important to think of all avenues to promote a business and anyone looking to buy a great domain name for their brand also has to figure out how to get people to that brand, today that equates to search, social media, and mobile apps more and more.

    In the past though it was all about single word names getting thousands of visits per day because the users just went and typed it in, that is great but most users are getting more sophisticated. Heck, I watched my 8 year old daughter navigate her iPod touch and laptop and search for long tail terms until she found what she wanted, what this means is that the people that will be the trendsetters moving forward use it differently than people did that had the internet come to be in the midst of their lives (not sure that made sense).

    @Gadgetbling

    Anyway, concerning thousands of Apple fanboys being the ones to use this and netbooks being better. Well, I have had netbooks, and there is a BIG HUGE difference between what a netbook does and the iPad.

    And look what Apple did with the iPhone, it is not just fanboys using that now…..

  5. Xdreamer Says:

    I have an iphone but I’m not getting the ipad, not in this lifetime. Did you buy one Bruce? I spoke to some of my friends who used it and it didn’t live up to their expectations, I wouldn’t compare the ipad to the iphone in terms of what impact it will have on the market.

  6. Minny Says:

    That’s the same way I feel Andrei, there are many more important dangers to this category of traffic than a product like this. Maybe it will do some minor damage but nothing compared to the other problems you have outlined. This is 2010, people are no longer just getting used to this new invention they call the internet.

  7. Bruce Marler Says:

    @Xdreamer – The iPad has not actually been released yet, it will be March/April. There is no way a friend of yours could of bought one. But if there is anything Apple is good at it is user experience and usability.

    @Minny – It is not just the iPad touch that is the issue, it is an ongoing education of users using search instead of type-ins, mobile search being easier to use than typing in a domain, and apps providing access to information so search is not even in the mix.

  8. Xdreamer Says:

    The friends I told you about didn’t buy it, they used it (they were some of the first people who were able to touch it, now I sound like a fanboy hehehe). Enough interaction with it to figure out that they won’t be buying it 🙂

  9. Bruce Marler Says:

    LOL, your such a fanboy:) J/K

  10. Xdreamer Says:

    Ouch 🙂

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