Type-in traffic
Encyclopedia
Type-in traffic is a term describing visitors landing at a web site by entering a keyword or phrase (with no spaces or a hyphen in place of a space) in the web browser
's address bar (and adding .com or in a mobile browser address bar and adding .mobi
or any other gTLD (generic top-level domain) or ccTLD extension (country code top-level domain); rather than following a hyperlink
from another web page
, using a browser bookmark, or a search-box search. Type-in traffic is a form of direct navigation
.
Example: If you are interested in widgets
, then instead of performing a search-engine search for the term 'widgets' you might type 'widgets.com' or 'widgets.mobi' in your mobile browser address bar to see if such a web site exists, and, if so, what content is there. From another perspective, if you are in the business of selling widgets, then owning the domain name 'widgets.com' or 'widgets.mobi' and having an active website at that address would be a desirable thing, as you could take advantage of the type-in traffic this name receives. This simple example holds true for virtually all products and services.
; thus entering 'mysearchterm' in the web browser's address bar would typically lead the user tohttp://mysearchterm.com/ . This behavior changed as browsers evolved based on the 'default search engine' setting in the web browser's properties. Thus entering 'mysearchterm' in the address bar would now lead to an error page, as the computer is looking http://mysearchterm/ or to results from a search engine
if a default is set. Much of Microsoft's Bing
(formerly as MSN
then Windows Live Search
) high usage rank results from the error page traffic delivered via their dominant Internet Explorer
browser. A significant percentage of Google's traffic originates from redirects via the Firefox and Google Chrome
browsers and from the Google toolbar
, all of which take over type-in traffic search strings to the browser address bar.
In the last few years advertisers, publishers and ad networks such as MSN
, AOL
, Google
and Yahoo
have awoken to the power of displaying relevant advertising to highly targeted type-in traffic from domain names, browser address bar searches and error traffic.
Web browser
A web browser is a software application for retrieving, presenting, and traversing information resources on the World Wide Web. An information resource is identified by a Uniform Resource Identifier and may be a web page, image, video, or other piece of content...
's address bar (and adding .com or in a mobile browser address bar and adding .mobi
.mobi
The domain name mobi is a top-level domain in the Domain Name System of the Internet. Its name is derived from the adjective mobile, indicating its use by mobile devices for accessing Internet resources via the Mobile Web....
or any other gTLD (generic top-level domain) or ccTLD extension (country code top-level domain); rather than following a hyperlink
Hyperlink
In computing, a hyperlink is a reference to data that the reader can directly follow, or that is followed automatically. A hyperlink points to a whole document or to a specific element within a document. Hypertext is text with hyperlinks...
from another web page
Web page
A web page or webpage is a document or information resource that is suitable for the World Wide Web and can be accessed through a web browser and displayed on a monitor or mobile device. This information is usually in HTML or XHTML format, and may provide navigation to other web pages via hypertext...
, using a browser bookmark, or a search-box search. Type-in traffic is a form of direct navigation
Direct navigation
Direct navigation describes the method individuals use to navigate the World Wide Web in order to arrive at specific websites. Direct navigation is a 10 year old term which is generally understood to include type-in traffic....
.
Example: If you are interested in widgets
Widget (economics)
The word widget is a placeholder name for an object or, more specifically, a mechanical or other manufactured device. It is an abstract unit of production. The Oxford English Dictionary defines it as "An indefinite name for a gadget or mechanical contrivance, esp. a small manufactured item" and...
, then instead of performing a search-engine search for the term 'widgets' you might type 'widgets.com' or 'widgets.mobi' in your mobile browser address bar to see if such a web site exists, and, if so, what content is there. From another perspective, if you are in the business of selling widgets, then owning the domain name 'widgets.com' or 'widgets.mobi' and having an active website at that address would be a desirable thing, as you could take advantage of the type-in traffic this name receives. This simple example holds true for virtually all products and services.
History
Prior to 2002 most web browsers resolved type-in search strings via DNS to the .com top-level domainTop-level domain
A top-level domain is one of the domains at the highest level in the hierarchical Domain Name System of the Internet. The top-level domain names are installed in the root zone of the name space. For all domains in lower levels, it is the last part of the domain name, that is, the last label of a...
; thus entering 'mysearchterm' in the web browser's address bar would typically lead the user to
Search engine
A search engine is an information retrieval system designed to help find information stored on a computer system. The search results are usually presented in a list and are commonly called hits. Search engines help to minimize the time required to find information and the amount of information...
if a default is set. Much of Microsoft's Bing
Bing
Bing is a web search engine from Microsoft.Bing may also refer to:* An onomatopœia of a bell sound* Bing cherry, a variety of cherry* Bing , Chinese flatbread* Bing , a German company that manufactured toys and kitchen utensils...
(formerly as MSN
MSN
MSN is a collection of Internet sites and services provided by Microsoft. The Microsoft Network debuted as an online service and Internet service provider on August 24, 1995, to coincide with the release of the Windows 95 operating system.The range of services offered by MSN has changed since its...
then Windows Live Search
Windows Live Search
Bing is a web search engine from Microsoft. Bing was unveiled by Microsoft CEO Steve Ballmer on May 28, 2009 at the All Things Digital conference in San Diego...
) high usage rank results from the error page traffic delivered via their dominant Internet Explorer
Internet Explorer
Windows Internet Explorer is a series of graphical web browsers developed by Microsoft and included as part of the Microsoft Windows line of operating systems, starting in 1995. It was first released as part of the add-on package Plus! for Windows 95 that year...
browser. A significant percentage of Google's traffic originates from redirects via the Firefox and Google Chrome
Google Chrome
Google Chrome is a web browser developed by Google that uses the WebKit layout engine. It was first released as a beta version for Microsoft Windows on September 2, 2008, and the public stable release was on December 11, 2008. The name is derived from the graphical user interface frame, or...
browsers and from the Google toolbar
Google Toolbar
Google Toolbar is an Internet browser toolbar only available for Internet Explorer and Firefox .-Google Toolbar 1.0 December 11, 2000:New features:*Direct access to the Google search functionality from any web page*Web Site search...
, all of which take over type-in traffic search strings to the browser address bar.
In the last few years advertisers, publishers and ad networks such as MSN
MSN
MSN is a collection of Internet sites and services provided by Microsoft. The Microsoft Network debuted as an online service and Internet service provider on August 24, 1995, to coincide with the release of the Windows 95 operating system.The range of services offered by MSN has changed since its...
, AOL
AOL
AOL Inc. is an American global Internet services and media company. AOL is headquartered at 770 Broadway in New York. Founded in 1983 as Control Video Corporation, it has franchised its services to companies in several nations around the world or set up international versions of its services...
Google
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
and Yahoo
Yahoo!
Yahoo! Inc. is an American multinational internet corporation headquartered in Sunnyvale, California, United States. The company is perhaps best known for its web portal, search engine , Yahoo! Directory, Yahoo! Mail, Yahoo! News, Yahoo! Groups, Yahoo! Answers, advertising, online mapping ,...
have awoken to the power of displaying relevant advertising to highly targeted type-in traffic from domain names, browser address bar searches and error traffic.
- In November 2004 Marchex acquired the generic domain name portfolio of Name Development Ltd., a little known British Virgin IslandsBritish Virgin IslandsThe Virgin Islands, often called the British Virgin Islands , is a British overseas territory and overseas territory of the European Union, located in the Caribbean to the east of Puerto Rico. The islands make up part of the Virgin Islands archipelago, the remaining islands constituting the U.S...
company, for 164 million dollars, predominantly for its 100,000+ domain name portfolio generating 17 million type-in traffic visitors each month.
- In 2005, Highland Capital and Summit PartnersSummit PartnersSummit Partners is a growth equity investment firm focusing on a wide array of transactions from leveraged buyouts and recapitalizations to growth capital, venture capital investments, and mezzanine capital....
, two venture capitalVenture capitalVenture capital is financial capital provided to early-stage, high-potential, high risk, growth startup companies. The venture capital fund makes money by owning equity in the companies it invests in, which usually have a novel technology or business model in high technology industries, such as...
firms, acquired a controlling interest in BuyDomains, paying an undisclosed sum for its domain name portfolio.
- In August 2005, industry trade journals such as dnjournal, dnforum and domainstate reported that sale volumes and prices of existing generic domain-names were rising rapidly as a result of type-in traffic monetizationMonetizationMonetization is the process of converting or establishing something into legal tender. It usually refers to the coining of currency or the printing of banknotes by central banks...
opportunities. Small webmasters can buy a domain name with type-in traffic and utilize GoogleGoogleGoogle Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
's AdSenseAdSenseGoogle AdSense which is a program run by Google Inc. allows publishers in the Google Network of content sites to automatically serve text, image, video, and rich media adverts that are targeted to site content and audience. These adverts are administered, sorted, and maintained by Google, and they...
product, or any of several traffic aggregators to display relevant advertising to the trickle of visitors coming to their domain names. Many small publishers are generating thousands of dollars each month in revenue with very little effort by building websites that serve relevant advertising to their type-in traffic visitors.
- In April 2006 DemandMedia.com purchased the domain name registrar eNomENomeNom, Inc. is a domain name registrar and Web hosting company that also sells other products closely tied to domain names, such as SSL certificates, e-mail services, and Website building software...
as a tool for acquiring type-in traffic and for a portfolio of thousands of type-in traffic domain names. In July 2006 Demand Media purchased Bulkregister.com, another top ten ICANN accredited registrar.
- In May 2006 iREIT acquired Netster.com, predominantly for the thousands of generic type-in domain name names contained within the broader Netster domain name portfolio.http://biz.yahoo.com/prnews/060519/nyf026.html?.v=47
- Google's entry into the small publisher monetization space came as a result of their purchase of Applied Semantics (oingo.com) in 2003. The drop registrarDrop registrarA drop registrar is a domain name registrar who registers expiring Internet domain names immediately after they expire and are deleted by the domain name registry. A drop registrar will typically use automated software to send up to 250 simultaneous domain name registration requests in an attempt...
phenomenon is directly related to the value and desirability of type-in traffic domain names.
- Type-in traffic does not differentiate between trademarkTrademarkA trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
traffic and genericGeneric brandGeneric brands of consumer products are distinguished by the absence of a brand name. It is often inaccurate to describe these products as "lacking a brand name", as they usually are branded, albeit with either the brand of the store in which they are sold or a lesser-known brand name which may...
traffic as it relates to domain names. For example, the act of registering coca-colaCoca-ColaCoca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
.com for one's own commercial gain would be considered cybersquattingCybersquattingCybersquatting , according to the United States federal law known as the Anticybersquatting Consumer Protection Act, is registering, trafficking in, or using a domain name with bad faith intent to profit from the goodwill of a trademark belonging to someone else...
. However, the act of registering softdrinks.com or cola.com would likely be a defensible acquisition of a generic domain name for type-in traffic generation or resale business opportunities. Many companies have begun to actually buy backlinks from type-in traffic sites in an effort to capture more unique visitors from reasonably targeted networks.