Auto Remarketing May 2016 : Page 18

websites Auto-specifi c domain names: By Joe Overby, Senior Editor LAS VEGAS — Imagine you’re a car shopper. Like many of your peers these days, you’re do-ing most of the car-shopping process — research-ing the vehicle, comparing prices, reading dealer re-views, checking out history reports, etc. — on your smartphone. You spot a dealership you want to look up. Which of the two URLs is going to be easier to type into the URL bar: JoeSmithofMontana.com or Joes.cars? Heck, which one is going to be easier to remember? Th at’s part of the thinking behind Cars Reg-istry, which launched auto-specifi c domain exten-sions .Cars, .Car and .Auto on January 20. Cars Reg-istry is the registry operator for those domain names and was founded last year by XYZ and Uniregistery. “Now there are more car-shoppers that are re-searching and buying cars on their mobile devices … if you’re JoeSmithofMontana.com, that’s going to take 10-20 seconds to type into your URL bar,” Cars Registry chief operating offi cer Mike Ambrose said in an interview at the NADA Convention & Expo. “If you’re Joes.cars, it gives users a quick, easy access to your website. And it really ensures that branding, so visitors don’t get confused.” Ambrose added: “We want dealerships to have the ability to secure that one word or that easy-to-re-member domain name, so their visitors can easily access their site, because the domain name is the foundation of your digital marketing. And if dealer-ships are spending thousands of dollars on SEM and digital marketing activities, they want to be driving traffi c to URL that makes sense, that’s short, that’s memorable. And that’s the fi rst opportunity that we want to give dealerships.” Since the launch, there has been an array of auto business types who have started using the do-main names. Th at includes dealer groups, individu-al dealerships, tech companies like Google and Ap-ple and automakers. Companies that aren’t automotive-based but have a presence in the car business can use the ser-vices to build websites specifi c to their automotive off ering. As for dealers specifi cally, Ambrose said hun-dreds registered domain names and at the time of this interview at NADA Convention & Expo, be-tween 20 and 30 had had moved their entire website over to the new domain name. “Th is opportunity allows them to register their fi rst-choice domain name that’s actually automo-tive specifi c. So if you’re JoesChevyInMontana.com – a four-word dot-com domain name – you could get Joes.cars or Joes.auto,” Ambrose said. “Some-thing really short, memorable, mobile-friendly. It’s like a reset on the Internet name space, and dealer-ships can fi nally get the domain name that they’ve always wanted.” Th ere’s also a regional benefi t to this, he said, where dealerships can “own” their city or region. For instance, he said, a Toronto dealership could get Toronto.cars or Toronto.auto. Easier for car shopper to punch in smartphone URL bar “So, they can actually build a new website on this regional domain name and start to get leads for organic keywords relating to that search term,” Am-brose said. “Google puts preference on exact-match domain names.” He gives the example of the Kansas-based Scho-fi eld Automotive, which registered Wichita.cars. Ambrose added: “It’s a digital marketing asset that dealerships are using to get more customers in the door through Web leads.” So, say you’re a dealer and you get a new .cars or .auto extension. What about the old website? “Dealerships can either redirect their new do-main name to their existing website, for defensive purposes and to protect their mark, so they can re-direct it to their dot-com domain name. But we recommend that they do the reverse; so they redi-rect their old legacy dot-com domain name to their new domain name,” Ambrose said. “Because we’re seeing that dealerships see improvements in their search-engine ranking by switching over to the new domain name. “And Google’s actually giving preference to the new automotive domain endings as opposed to the old dot-com domain ending, which could be for any business, whether it be a spammer or a photogra-pher or a yoga instructor,” he added. “Anyone could be on a dot-com. “ Typically, only an auto-related business would buy a dot-auto domain name, for example, Ambrose said. And the company aims to ensure there is “only clean activity in our name space,” he said. “We want dealer-ships to have the ability to secure that one word or that easy-to-remem-ber domain name, so their visitors can easily access their site, because the do-main name is the foundation of your digital marketing.” — Mike Ambrose Cars Registry Photo courtesy of Cars Registry. 18 Auto Remarketing www.AutoRemarketing.com May 1–14 2016

Auto-specific domain names: Easier for car shopper to punch in smartphone URL bar

Joe Overby

LAS VEGAS — Imagine you’re a car shopper.

Like many of your peers these days, you’re doing most of the car-shopping process — researching the vehicle, comparing prices, reading dealer reviews, checking out history reports, etc. — on your smartphone.

You spot a dealership you want to look up. Which of the two URLs is going to be easier to type into the URL bar: JoeSmithofMontana.com or Joes.cars?

Heck, which one is going to be easier to remember?

That’s part of the thinking behind Cars Registry, which launched auto-specific domain extensions .Cars, .Car and .Auto on January 20. Cars Registry is the registry operator for those domain names and was founded last year by XYZ and Uniregistery.

“Now there are more car-shoppers that are researching and buying cars on their mobile devices … if you’re JoeSmithofMontana.com, that’s going to take 10-20 seconds to type into your URL bar,” Cars Registry chief operating officer Mike Ambrose said in an interview at the NADA Convention & Expo. “If you’re Joes.cars, it gives users a quick, easy access to your website. And it really ensures that branding, so visitors don’t get confused.”

Ambrose added: “We want dealerships to have the ability to secure that one word or that easy-to-remember domain name, so their visitors can easily access their site, because the domain name is the foundation of your digital marketing. And if dealerships are spending thousands of dollars on SEM and digital marketing activities, they want to be driving traffic to URL that makes sense, that’s short, that’s memorable. And that’s the first opportunity that we want to give dealerships.”

Since the launch, there has been an array of auto business types who have started using the domain names. That includes dealer groups, individual dealerships, tech companies like Google and Apple and automakers.

Companies that aren’t automotive-based but have a presence in the car business can use the services to build websites specific to their automotive offering.

As for dealers specifically, Ambrose said hundreds registered domain names and at the time of this interview at NADA Convention & Expo, between 20 and 30 had had moved their entire website over to the new domain name.

“This opportunity allows them to register their first-choice domain name that’s actually automotive specific. So if you’re JoesChevyInMontana.com – a four-word dot-com domain name – you could get Joes.cars or Joes.auto,” Ambrose said. “Something really short, memorable, mobile-friendly. It’s like a reset on the Internet name space, and dealerships can finally get the domain name that they’ve always wanted.”

There’s also a regional benefit to this, he said, where dealerships can “own” their city or region. For instance, he said, a Toronto dealership could get Toronto.cars or Toronto.auto.

“So, they can actually build a new website on this regional domain name and start to get leads for organic keywords relating to that search term,” Ambrose said. “Google puts preference on exact-match domain names.”

He gives the example of the Kansas-based Schofield Automotive, which registered Wichita.cars.

Ambrose added: “It’s a digital marketing asset that dealerships are using to get more customers in the door through Web leads.”

So, say you’re a dealer and you get a new .cars or .auto extension. What about the old website?

“Dealerships can either redirect their new domain name to their existing website, for defensive purposes and to protect their mark, so they can redirect it to their dot-com domain name. But we recommend that they do the reverse; so they redirect their old legacy dot-com domain name to their new domain name,” Ambrose said. “Because we’re seeing that dealerships see improvements in their search-engine ranking by switching over to the new domain name.

“And Google’s actually giving preference to the new automotive domain endings as opposed to the old dot-com domain ending, which could be for any business, whether it be a spammer or a photographer or a yoga instructor,” he added. “Anyone could be on a dot-com. “

Typically, only an auto-related business would buy a dot-auto domain name, for example, Ambrose said. And the company aims to ensure there is “only clean activity in our name space,” he said.

Read the full article at http://browndigital.bpc.com/article/Auto-specific+domain+names%3A+Easier+for+car+shopper+to+punch+in+smartphone+URL+bar/2474296/300832/article.html.

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