Man reading computer, considering domain usage and the benefits of having such insights.

Understanding domain usage and how it affects your business

June 20, 2023

It’s no mystery that a high level of domain usage is the best health indicator for the business of any Registry, Registrar or hosting. Domains that are actively developed are more likely to renew. Domain usage is also often associated with additional services like hosting, email and SSL certificates that generate the bulk of the revenue for Registrars and Hosters. Additionally, these domains provide positive exposure to the TLD extension they use.

It is for this reason that correctly measuring the usage of a domain is the key to understanding the true market value of a domain provider and its growth expectations. Domain usage is also a very important factor in deciding how to allocate a marketing budget.

Accurate usage analysis is one of the primary benefits that a service like Domainsbot Business Intelligence delivers to its customers, helping them get a better understanding of the market and to make better informed decisions. In the effort to constantly improve the quality of our service, we realized that not all developed sites are the same and that there are important differences between domains that need to get better exposure. In particular, an important discovery we made was that domains that individually would appear “developed”, when looked at in the broader context of our entire database turned out to be copy-cats displaying the same content as many other domains. These large cohorts of copy-cat domains are often used to help boost the SEO ranking of other linked websites, and are then dropped as soon as their SEO juice runs out.

It was obvious to us that these domains should be interpreted differently from developed websites, and that a superficial look at the numbers may generate misleading information and lead to suboptimal, less informed business decisions. In order to address this issue correctly, we classify such websites as “undeveloped”. This feature has become essential to appraise the actual value of a Registrar/Hoster domain business portfolio. Simply counting developed domains under management is no longer enough.

Contact us and schedule a call to understand how to leverage Business Intelligence data to make better business decisions and understand your domain usage.

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