Yesterday, I discussed how to use the huge open directory project, DMOZ.org, to find deals on domain names. The example I used was Atomic Warrior, a website that still gets decent traffic even though it had not been updated since July 2005. I may be able to purchase the domain from the owner for a bargain price (unless he reads this post). If I were to make a deal, then the question isâ€¦ should I use domain parking to monetize the domain?
Apply standard domain name analysis
Domain parking revenue comes 100% from type in traffic. Therefore, the domain name should have either generic keyword value, brand value, or something intangible that would lead someone to type in â€œatomicwarrior.â€
Here is my quick analysis based each value factor (on a scale of 1-no value to 5-very valuable):
- Keyword value â€“ 2. Each keyword is generic. However, there are two keywords combined and they are not obviously related. Plus, â€œatomicâ€ is only used as a retro term.
- Brand value â€“ 1. None at this time, unless Comedy Central develops a spoof animated series about an anti-hero, space ninja who is tasked with infiltrating Spacely Space Sprockets headquarters.
- Intangible â€“ 1. Or maybe I can do my own YouTube video about a space ninja who takes down the Spacely Space Sprockets mega-corporation.
Past traffic is not an indicator of future traffic
A fair amount of traffic still goes to the website, even though nothing has been updated in years. Plus, the site has some backlinks which could help drive traffic initially. So, I should be able to make a small profit no matter how bad the domain name is, right?
Not likely. Even if I optimize the keywords, the people who are visiting the website are there for that exhilarating â€œAtomic Warriorâ€ community experience. Additionally, the traffic is not sustainable as those backlinks are likely to dwindle over time.
The Verdict: No Parking Zone
If I were to purchase Atomic Warrior, I would not park it. The long term type in traffic is not significant and the current traffic would have a horrible click through rate. For more information on this subject, I recommend reading DomainerProâ€™s post, Monetizing Domain Names of Former Websites Can Be a Challenge.
The best bet to monetize a domain like AtomicWarrior.com is to develop and rejuvenate it as a video game community. That is actually something I am interested in and would have fun doing.
Or I will have to buy a ninja costume for my YouTube video.