It’s nice to see a mainstream media outlet like DM News acknowledging what domain investors have known for years: direct navigation traffic converts better than search engine traffic. People usually know exactly what they want when they type the term into their browser rather than in a search engine, and well-optimized parked pages give users relevant links to what they want. As I said on my website,
“A person who types exactly what they are looking for into their browser is a more valuable prospect than a person using a search engine. This person knows exactly what they want, and if the website can provide the information that this person is seeking, then they benefit, as does the owner of that site. It can be the most cost effective way to generate targeted leads.”
If a large company owned the .com of the keyword(s) being searched, they wouldn’t have to pay for a click, nor would they have to compete against competitors. I think Hotels.com is a perfect example of a company owning a keyword instead of paying handsomely for the same traffic. The purchase of the Hotels.com domain name is the key to their success.