{"id":89,"date":"2010-05-21T17:50:32","date_gmt":"2010-05-21T17:50:32","guid":{"rendered":"http:\/\/www.domainandtrademark.com\/?p=89"},"modified":"2019-08-09T09:12:28","modified_gmt":"2019-08-09T13:12:28","slug":"domain-management-plan-part-2","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/domain-management-plan-part-2\/","title":{"rendered":"Domain Management Plan \u2013 Part 2 (of 2)"},"content":{"rendered":"<p dir=\"ltr\">CSC\u2019s Brand Advisory Team is comprised of Marketing, Legal, and IT specialists. In our domain name related strategies, we highlight 4 best practices for Corporate Domain Name Management. In <a href=\"http:\/\/www.domainandtrademark.com\/index.php\/2010\/05\/domain-management-plan-part-1\/\">Part 1<\/a> of this series, the Director of CSC\u2019s Global Brand Advisory Team, Vincent D\u2019Angelo highlighted the options for re-deploying budget by considering releasing domains in low risk extensions and looking at registering domains in higher risk extensions that have not already been considered.<\/p>\n<p dir=\"ltr\">In Part 2 we will look at the other components: How 3<sup>rd<\/sup> party infringements impact on traffic diversion and paid search costs and ensuring your current domain inventory is doing the most it can to drive traffic.<\/p>\n<div><strong>Step 3 of CSC\u2019s Corporate Domain Management Plan:<\/strong><\/div>\n<div><strong> <\/strong><\/div>\n<div>\n<p>CSC recommend\u2019s <strong>identifying high-impact third-party infringements that are responsible for traffic diversion and increasing paid search costs. <\/strong>In this process, we will look towards the most common relevant terms that infringers will use to leech traffic away from a company\u2019s brand. Also, we look towards how a brand is searched \u2013 which can assist us in determining keyword rich domains registered by 3<sup>rd<\/sup> parties that are capitalizing on direct navigation traffic diversion.<\/p>\n<p dir=\"ltr\">If you do a Google search on &#8220;<strong>eBay USA<\/strong>&#8220;, you would expect that the first page is riddled with direct links to eBay\u2019s websites \u2013 which is the case. However, eBay is also paying for a sponsored link at the top of the page and the estimated CPC value for them is $0.61. However, they are not the registered holder of the domain <strong>ebayusa.com<\/strong> \u2013 which currently points to Go Daddy\u2019s parking page. The term get\u2019s searched globally at 368,000 times per month and even if a conservative number of people use the direct navigation approach, there goes a sizable number of potential visitors to eBay\u2019s site.<\/p>\n<p dir=\"ltr\">Whilst a company cannot possibly go after <strong>EVERY<\/strong> 3<sup>rd<\/sup> party registered domain that contains your brand, CSC\u2019s unified monitoring services combined with strategic analysis from the Global Brand Advisory Team can help you prioritize the most egregious infringements to the top of the pile so your team is focused on the domains that are impacting you the most.<\/p>\n<div><strong>Step 4 of CSC\u2019s Corporate Domain Management Plan:<\/strong><\/div>\n<div><strong> <\/strong><\/div>\n<div><strong> <\/strong><\/div>\n<p>Whether or not you have deadwood in your portfolio, if the domains inventory is not pointing to relevant content, they are not in any position to contribute. If you look at the domains portfolio as employees \u2013 would you pay an employee to sit around and do nothing \u2013 or are you expecting them to do their part in contributing to the success of the brand and the company\u2019s goals? Ensuring that <strong>domains point to relevant content<\/strong> is imperative to your success.<\/p>\n<p>Now, there are legitimate reasons (like tax , legal and regulatory) why &#8220;some&#8221; domains may be kept quiet but submitting your inventory to a live site analysis will reveal which domains are not doing their part. In our eBay example, forwarding everything over to eBay.com is not considered &#8220;relevant&#8221; for many circumstances. eBay has international and targeted product pages, so <strong>ebaymotors.com<\/strong> should point to <strong>motors.ebay.com<\/strong>. <strong>eBayFrance.com<\/strong> should go to <strong>ebay.fr<\/strong> \u2013 which they do. However, a couple of generic domains \u2013 like <strong>ebaynews.com<\/strong> and <strong>ebaylistings.com<\/strong> are not live.<\/p>\n<p dir=\"ltr\"><strong>Ebaynews.com<\/strong> should forward to <a href=\"http:\/\/announcements.ebay.com\/\">http:\/\/announcements.ebay.com\/<\/a> &#8211; this is an easy fix.<\/p>\n<p dir=\"ltr\">The eBay Foundation was established in 1998 and the current website page is located at <a href=\"http:\/\/www.ebayinc.com\/profile\/ebay_foundation\">http:\/\/www.ebayinc.com\/profile\/ebay_foundation<\/a> and yet ebayfoundation.com does not resolve \u2013 another easy web forwarding fix.<\/p>\n<p dir=\"ltr\">Each client presents their own unique challenges and there is no cookie-cutter solution, but there are some best practices which provide a starting point to a conversation on what\u2019s important to you as a company and your brands. This is why CSC\u2019s consultative services are an integral part of CSC\u2019s service model. This is also why CSC was ranked #1 in customer service in an independent survey by the <a href=\"http:\/\/www.worldtrademarkreview.com\/\">World Trademark Review<\/a>.<\/p>\n<p dir=\"ltr\">\n<p dir=\"ltr\">Quinn Taggart, Global Brand Advisory Team<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.cscglobal.com\/global\/web\/csc\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Corporation Service Company<\/a><\/p>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<div><span lang=\"EN\"> <\/span><\/div>\n<p><span lang=\"EN\"> <\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>CSC\u2019s Brand Advisory Team is comprised of Marketing, Legal, and IT specialists. In our domain name related strategies, we highlight 4 best practices for Corporate Domain Name Management. In Part 1 of this series, the Director of CSC\u2019s Global Brand Advisory Team, Vincent D\u2019Angelo highlighted the options for re-deploying budget by considering releasing domains in [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,7],"tags":[20,19,18,23,25,24],"class_list":["post-89","post","type-post","status-publish","format-standard","hentry","category-brands","category-domains","tag-brand-advisory","tag-brand-management","tag-domain-name-management","tag-domain-names","tag-infringement","tag-portfolio-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Domain Management Plan \u2013 Part 2 (of 2) | CSC<\/title>\n<meta name=\"description\" content=\"CSC\u2019s Brand Advisory Team is comprised of Marketing, Legal, and IT specialists. In our domain name related strategies, we highlight 4 best practices for\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cscdbs.com\/blog\/domain-management-plan-part-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Domain Management Plan \u2013 Part 2 (of 2) | CSC\" \/>\n<meta property=\"og:description\" content=\"CSC\u2019s Brand Advisory Team is comprised of Marketing, Legal, and IT specialists. In our domain name related strategies, we highlight 4 best practices for\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cscdbs.com\/blog\/domain-management-plan-part-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Brand Services Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/corporationserviceco\" \/>\n<meta property=\"article:published_time\" content=\"2010-05-21T17:50:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-08-09T13:12:28+00:00\" \/>\n<meta name=\"author\" content=\"CSC Digital Brand Services\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cscdbs\" \/>\n<meta name=\"twitter:site\" content=\"@cscdbs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"CSC Digital Brand Services\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/domain-management-plan-part-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/domain-management-plan-part-2\\\/\"},\"author\":{\"name\":\"CSC Digital Brand Services\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#\\\/schema\\\/person\\\/287f596645b34f3ea2b2d7e11d990868\"},\"headline\":\"Domain Management Plan \u2013 Part 2 (of 2)\",\"datePublished\":\"2010-05-21T17:50:32+00:00\",\"dateModified\":\"2019-08-09T13:12:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/domain-management-plan-part-2\\\/\"},\"wordCount\":676,\"publisher\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#organization\"},\"keywords\":[\"brand advisory\",\"brand management\",\"domain name management\",\"domain names\",\"infringement\",\"portfolio optimization\"],\"articleSection\":[\"Brand Protection\",\"Domains\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/domain-management-plan-part-2\\\/\",\"url\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/domain-management-plan-part-2\\\/\",\"name\":\"Domain Management Plan \u2013 Part 2 (of 2) | CSC\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#website\"},\"datePublished\":\"2010-05-21T17:50:32+00:00\",\"dateModified\":\"2019-08-09T13:12:28+00:00\",\"description\":\"CSC\u2019s Brand Advisory Team is comprised of Marketing, Legal, and IT specialists. 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