Expert highlights importance of memorable web addresses
24 August 2004
Businesses should ensure they have a targeted, memorable web address, according to a psychologist who studies effective use of the internet.
Dr Susan D Griffith claims that the commonly held belief that search engines like Google make specific web addresses relatively unimportant is wrong and insists that memorable internet names are more important for advertising than ever before.
"All businesses today are online businesses, whether sales take place via the internet or not. All businesses today need web addresses just as much as they need telephone numbers, and good, memorable web addresses are more important than ever," she insists.
Dr Griffiths says most businesses do not have memorable web addresses. She points out that search engines are effective in sending motivated traffic for a first-time visit, but users tend to be fickle and treat the search engine as the brand rather that the individual product or service and its web address.
"To be sure, without knowing or remembering the name of online stores or brands, consumers can find a website offering the product or service they are searching for. But for an individual store or brand to attract its own customers, and keep them, that store or brand must use one or more memorable domain names," the psychologist explains.
Dr Griffith is director of OneBigRoach.com and GrowPuppy.com, groups providing consultation about appropriate web addresses and web pages for business. Her paper Branding and Effective Use of Web Addresses and Web Pages: So This Century, So This Century.com, is featured this month in the online journal PsychologyOfTheInternet.com.
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