Missed Opportunity: Subdirectory Direct Navigation


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Owners of generic domain names know the value of direct navigation traffic, but a quick review of some popular websites leads me to believe they aren’t considering subdirectory direct navigation on their websites. Briefly, a subdirectory is the word or phrase that follows a backslash after the extension on a domain name. In the following example, Boston.com/RedSox, “RedSox” would be the subdirectory.

I frequently navigate to a subdirectory hoping to avoid the front page. In my Red Sox example, I often directly navigate to the Boston Globe’s Red Sox page to save time. If I do this on the Globe’s website, I am sure there are other people who do the same thing on other websites. Oftentimes, a 404 Error page is displayed when directly navigating to subdirectories, proving that many website owners aren’t considering this type-in traffic. Below are a few examples of websites that take subdirectory traffic into consideration:

CNN.com/Sports (forwards to Sports Illustrated)
ESPN.com/Soccer (forwards to ESPNsoccernet.com)
Google.com/Mail (forwards to Gmail)
Yahoo.com/Finance (forwards to Yahoo Finance)

However, there are plenty of ecommerce websites that don’t take this into consideration, possibly to their detriment.
BestBuy.com/Speakers (404 Error)
CircuitCity.com/Speakers (The page requested was not found)
Ebay.com/Speakers (Page Not Found)

Just as some people directly navigate to specific domain names, I believe there are some people who directly navigate to the subdirectories. Although these browsers may not leave the website if they encounter a 404 error page, I think it would be an easy fix to give browsers what they are looking for if they do directly navigate to a subdirectory. It seems that many news websites anticipate this direct navigation, so I think ecommerce websites should consider this traffic as well.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of DomainInvesting.com. Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the DomainInvesting.com Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn

1 COMMENT

  1. By the way, this can be done pretty simply. Create a subdirectory and put a page in it titled index.html. Anyone who navigates directly to the subdirectory will see the index page.

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