Consider building your businesses around your domain name.



In June, Shaun McGowan’s business,, was turning over $60 million. Five months later the company has grown by 60%, now exceeding $100 million in turnover, through one simple change – the domain name.

McGowan purchased a new, premium domain name in June and since then the business’s click throughs have increased, its marketing spend has reduced and turnover has increased by $40 million.

Speaking to SmartCompany,McGowan says the change has made a “massive” impact.

“There is a natural assumption the biggest, oldest companies have the premium generic domain names,” he says.

“In terms of the domain name investment, the name paid itself back within four months.

McGowan says the benefits of the new name have been multi-tiered, but the number one change has been people’s perception of the business.

“People assume it’s the biggest and the best car loans business now,” he says.

“The benefit of a premium domain name is its very descriptive – people know straight away what your business does.”

McGowan took almost two years to acquire the name from a gentleman who bought it 15 years ago and says it’s since improved both the front and back-end of the business.

“We noticed the impact the very next day. The moment we launched CarLoans, we had a 35% drop in our AdWord spend the next day,” he says.

“A lot of our inquiries are driven through AdWords, but we’re now getting the same number of leads for much less. Our click-through rate went up and our conversion rate alone has increased by 30%.”

The impact of premium domain names on online advertising click-throughs seen by McGowan was also noted in a UK study by Memorable Domains.

The report found “ads featuring a generic domain name with an exact match to the product ( performed significantly better than identical ads featuring an alternative generic ( or non-generic ( domain”.

The study found ads produced 45% more click throughs than and 105% more click throughs than ads.

McGowan says while premium domain names can be expensive, it’s a worthwhile investment.

“Our inquiry rate increased massively. The cost-per-click came down and we catapulted through the search engine rankings, and that was just our front-end improvements,” he says.

“We’ve also noticed when the sales consultants are talking to the customers our name now is now seen as the authority in car loans because of its natural association with CarSales. Our settlements and conversion rates from us speaking to customers increase, customers would give us more information from the outset and they’d speak to us on the phone for longer.”

McGowan has also capitalised on people’s natural association of the name with CarSales by designing the CarLoans website and its processes to be similar to those found on the CarSales site.

McGowan says people should consider building their businesses around domain names.

“The problem most have in today’s world is they decide on their business and then go looking for a name. They should find the domain name and then build the business around it,” he says.

“When you can, you should invest in the best possible name and spend the most money that you can afford. Relating it back to the retail world, think about it like a store location. Having a premium domain name is the equivalent of buying the best shop on the best street with the best foot traffic.”

originally published November 5, 2013 :



Social Makeup of Social Media Income

Out of sheer curiosity, the great team at Compete used their demographic data to craft a mini-infographic showing the income breakdown across 6 of the top social sites. The US Browser Population is lined beneath each data-set for further comparison and context.

Of these properties, LinkedIn shows the most notable emphasis towards a specific demographic, individuals earning 60k and above. Pinterest shows a slightly higher representation among higher income demographics and Tumblr shows the same slight skew towards less affluent demographics.

Facebook and Google+ show even representation between all demographics, probably a result of how pervasive they are across the social-scape.

Download the infographic here ..




Facebook, Linkedin, Google Plus, Twitter, Pinterest, Instagram the list goes on. Owning your social profiles means filling out your bio completely, having a professional profile picture, and most importantly securing any vanity URLS these platforms provide such as or your Twitter handle.

It’s also a good idea to stay up to date on new platforms being released so you can be one step ahead of your competition in securing your name.

If you’re already established on these channels and have been for some time, go back through to make sure it’s cleaned up. There’s no telling how deep a recruiter will dig to find dirt.

There are several services out there that can secure the available profiles for you, but some of them will cost upwards to $500 . The fact is, not every profile is important. It is important for you to secure, but not every profile will be active. There is simply no way to remain active on every social network without neglecting another – unless you get paid by someone to “socialize”. I would say, claim the major ones, then work gradually on claiming ones you might have future interest in using to some degree and one that plays into your social media marketing plan.

Remember, your name on these social profiles will also rank highly in search engines as most of them have high authority.

** this is part 2 of a 5 part blog series on assisting you to better understand you online “Brand” and the value it speaks if you don’t take measures to be aggressive in claiming search rank **

© Copyright 2014, All Rights Reserved.