K-Swiss is an American shoe company especially known for its sneakers. The company is based out of California and was founded in 1966 by two Swiss brothers who became interested in tennis after moving to the US, where they first produced leather tennis shoes.
Times have changed, and the innovative company has several lines of shoes and athletic wear as well. I was researching some domain names the other day, and I noticed the company is quite smart in terms of their domain acquisitions. A quick look at the reverse IP of the primary K-Swiss domain name reveals that they own the following generic domain names:
- SneakersDirect.com
- TennisApparel.com
- TennisClothes.com
- TenniShoes.com
- TennisShoes.com
- TrainingShoes.com
To take this a step further, if you visit any of the above domain names, they all forward to the company’s primary KSwiss.com website. That said, you can see that K-Swiss isn’t making a SEO play by owning important keyword domain names. Right now, they are taking advantage of the highly targeted type in traffic that comes to these domain names (heck, even the typo in the group).
I wonder what domain values would be like these days if most big companies had the same understanding about domain names and direct navigation traffic.
Few domainers understand that domains like these that are descriptive and to-the-point have more value to Fortune 500 companies for advertising than for search or the type-in traffic. They are used on packaging, coupons, direct mail, point of sale and various other mediums to make it easier for customers to respond and to be able to track campaigns to the source.
Very well put. And as an American who lives in Switzerland, I can tell you that I’m not at all surprised that Swiss businessmen would be so forward-thinking, and cover all the bases.