Direct Navigation Is Alive and Well But Type-In Traffic On Parked Domains Is Dying


I started buying domain names in 2007, the tail-end of what we will probably look back on as the decade of direct navigation – a time where consumers would type-in a word to find what they were looking for online. If you wanted to buy a new kitchen table, where would you go? of course. What about an new television? might be your first pick.

In the early 2000’s many domain investors would evaluate the value of a domain name based on the amount of traffic it was currently getting. This traffic could be converted to revenue thanks to a once-thriving industry called domain parking.

Then, as time went on consumer habits started to change, companies like Amazon emerged as a place to buy just about anything you can think of, Zappos became your online shoe store, and mobile devices moved from early adopters, to everyone.

Faster forward to 2015 and these consumer habits aren’t changing, they have already changed. Now, if you want to buy a kitchen table you still might type-in a domain name directly, but there’s a good chance you aren’t going to go to Instead, if you don’t search you will type-in something like, or

I hear some people say that Google or new gTLDs are killing direct navigation traffic. I think that it’s actually just a change in the way the world works and the way in which consumers find what they are looking for online. I know that for me, when I want to buy something I usually start at Amazon, not Google, but I sure don’t add a .COM to what I’m looking for because there’s a good chance I’ll land on a parked page.

There’s a good chance you work the same way. Like the title says, I don’t think type-in traffic is dying, I type in,, and many other URLs into my browser like it’s going out of style, but I’ve learned directly navigating to the exact-match .COM will almost never get me the most reliable or useful result.

{ 9 comments… add one }

  • Xavier Lemay August 17, 2015, 10:08 am

    People of yesterday were typing Keywords but people of today are typing Brands .

  • Peter Rose August 17, 2015, 11:35 am

    So then if more people are searching for brand names as you suggest, could this eventually devalue some of the valuable exact match domain keywords over time? Time to unload some of my .com domains I think!!

  • Xavier Lemay August 17, 2015, 11:45 am

    @Peter, They are typing Brand Names in their address bar but they are still “googling” the keywords.

  • Alan Dodd August 17, 2015, 2:36 pm

    It’s getting close to the absolute last chance saloon for type in domains. The brands are winning.

  • tarek August 17, 2015, 6:10 pm

    Nobody would go to if they didn’t know it existed. Same goes for exact match domains in the advertising space is very effective. many case studies out there to look at. Ex: Wayfair used numerous exact match domains similar to,.. helped propel them to where they are today.

  • Xavier Lemay August 17, 2015, 10:52 pm

    Exact match domains can work really well as a brand but not for parking anymore.

  • joe August 18, 2015, 7:42 am

    I buy much online, but not noticing the brands it is best to find great unsuspected sites with keywords in Google.

  • Onlineeducationuniversities May 7, 2017, 12:40 am

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  • Joe May 8, 2017, 12:21 pm

    It is no brand like Amazon etc that the user does not look for the keywords of most trend or the hobbies of each user.

    Years ago that some applications are the use of the vast majority of young people, young adults use these app all day and this is whatsapp, the traffic is here and the ads start to arrive but always of the best commercial brands, large, medium etc.

    The only system is to create your own private domain parking, with social networks you can make money, but everything is different, the parking of current domains should innovate with new systems of strategy and payment to beneficiaries to attract more traffic.


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