Type-in traffic is a term describing visitors landing at a
web site by entering a keyword or phrase (with no spaces or in place of a space) in the
web browser's address bar (and adding .com or any other
gTLD or
ccTLD extension); 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.
History
Prior to 2002 most
web browsers resolved type-in search strings via DNS to the .comtop-level domain; thus entering 'mysearchterm' in the web browser's address bar would typically lead the user to http://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,[1] all of which take over type-in traffic search strings to the browser address bar.
In November 2004 Marchex acquired the generic domain name portfolio of Name Development Ltd., a little-known
British Virgin Islands 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 Partners, two
venture capital 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
monetization opportunities. Small
webmasters can buy a domain name with type-in traffic and utilize
Google's
AdSense 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
eNom 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.[2]
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 registrar phenomenon is directly related to the value and desirability of type-in traffic domain names.
Type-in traffic does not differentiate between
trademark traffic and
generic traffic as it relates to domain names. For example, the act of registering coca-cola.com for one's own commercial gain would be considered
cybersquatting. 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.