Domain Racing
Domains are like horses, they take investment, nourishment, training, supervision, contact with people and an opportunity to shine on the track. The domain “racing” attitude can be seen in everything from the domain name buyer’s assessment of the domain name’s “points’ to the resale value and aging potential of the value of any domain name.
Horses need nutrition, exercise, rest, training, and the right jockey. Starved horses don’t succeed, they just drop dead. Horses need the right feed and the right care to grow into blue ribbon winners. These horse racing industry dynamics can translate to the world of domains as content, test launching, SEO optimization and site plan grooming, and bandwidth and hosting provisioning.
Horses that can run are like domains that can attract traffic, keep viewers interested, and make consumers interact with commercial or monetary offers or ads that bring the domain name owner revenue. Domains that can “run” are catchy names, clear indicators of the content awaiting them, original material and derived from strong stock. A sponsor name across the saddle doesn’t mar the ability of the horse to race.
The right combination of people to bring a winner to the starting gate is the envy of any domainer. Site jockeys can ride the rails of affiliate ads, link building, and site optimization with skill. Competitors are always chomping at the bit. Domains need discipline, not to sit in pasture idling away their years in parked pages. Pages fat with unneeded ads and filler won’t race competitively at all. Sites need the right webmaster and domainers are savvy to pursue this wisdom.
Domain racing is a challenging sport but a costly one. Thoroughbred names, like premium auction winners, can cost a lot of money to groom into money earning entities. Experienced domainers always have an eye out for the ‘dark horse’ domain that could net them a fortune. Like many horse racing agents, they scout out young domain talent to see what can be done to bring a new domain name into the senior cup winning form.
Many horse racing fans eye the “pink sheet”, the track betting notes, before a big set of stakes races. Domainers do the same thing for domain names at auction, checking stats, earnings, and provenance of names as well as their past history “on the track”. The knowledge particular to domaining, like horse racing, can pay off with the right set of contacts, advisors, and consulting experts.
Domainers need to be wary of domainer “horse dealers”, domain sellers who go flogging names of little value with falsified stats or claims of affiliate earnings without proof. The SEO or keyword factors are very much like bloodlines, and the provenance of other legacy names performing in the Internet domain world support continued investment in domain grooming.
Sometimes a domainer just feels lucky. Sometimes they want to know what it feels like to be a winner so bad they spend too much money on the wrong horse. Typos names, names purchased and developed for accidental traffic form well known proper domains names, might be said to be stakes horses. These names are practically a secondary marketing domaining, like low cost breeder racing and track traditions.
For a winning formula in domaining, newby domainers could do worse than look to the horse racing world for inspiring ideas about how to succeed in an industry crowded with competitors, fraught with luck, and dependent on the animal nature of the Internet “beast” to perform well at the right time. Timing the right domain name entry into the internet stakes can be a neck-and-neck fight to the finish.
As always, in domaining, “the horses are on the track”.
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