Domain Name Reputation Management
I believe I'm the first to use the term: domain name reputation management. Since many people will type a domain name into a search box instead of a browser address bar, it's important to manage the search engine results for a given domain name. I consider domain name reputation management a special case of search engine reputation management.
I've been thinking about domains lately, primarily in terms of separating parked domain traffic from search engine advertising traffic on AdWords. I've also noticed many advertisements, on TV and in print, with custom domains. Consider the case of NoMoreAllNighters.com. When I first saw the Fedex Kinko's commercial with that domain at the end, this is what a Google search looked like:
I wondered how many other people would type that domain into a search box, so I ran a PPC advertising test. The point wasn't to generate traffic but to measure impressions. Over the course of a week, from 3/25-3/31, that AdWords PPC test generated 203 impressions. So, 203 people searched for the NoMoreAllNighters.com domain via Google. While that's not a high number, it's not zero. It would be useful to compare that number to the actual number of people who typed NoMoreAllNighters.com into a browser address bar instead of a search box. Of course, I don't have access to the www.NoMoreAllNighters.com server logs, so I can't know that number.
Still, if I owned a domain name that wasn't showing up in Google searches, I'd run a PPC test to measure the impressions. I'd want to know how much "direct navigation" traffic I was losing to Google searches. That's a part of domain name reputation management - using PPC advertising to measure and/or influence search results. Standard SEO and "new" SEO tactics (social media) can also help with domain name reputation management.
Apogee Tags (TagBuildr made these): reputation management, search engine marketing, sem, google, yahoo, seo, ppc advertising, social media, domain name reputation management