As the Internet swells with more information every second of the day we will find keyword search results less and less relevant. TechCrunch recently reported on the limits of keyword search and the inevitable breaking point. Direct Navigation offers any business a short cut to being found.
While the point behind that post is that the semantic web will save us all when that breaking point arrives, it’s hard to miss the alternative: Direct Navigation. Arguably, generic domain names will be seen as the authority space on the web for the associated terms. When these domain names find their way in the hands of end-users or investors who are willing to put in the time, money and effort to develop them we’ll see more people trusting their address bar to get them to relevant information.
Until that time we’ll see PPC revenues continue to fall. Why? Well, a number of reasons really, but one of the major reasons is more domains names that ever are parked with monetization companies. As a savvy Internet browser I get frustrated when I type in a URL hoping to find content and getting hit with ads. I’m hardly unique. The more ads there are the less attention is paid to them.
As a domain name investor you’ve probably got at least a couple of great direct navigation domain names. You’ve got a leg up on 99% of the websites on the Internet. You’ve got the Park Place spot versus their Baltic Avenue. Use it!