Marchex Taking The Business.com Route
from the landgrab dept
The high price tag being bandied about for Business.com is evidence that there’s plenty of money in throwing up useless websites that contain little more than advertising. Of course, Business.com doesn’t have this space all to itself. Publicly traded Marchex, owner of a prodigious number of domain names, plans to step up its effort at monetizing all the names it owns. Many of its domain names are names like NewYorkDoctors.com, so it’s trying to pass itself off as a leading site for local information. It’s also making the argument that consumers will find these sites by typing in such addresses in their browser. Obviously, that’s not the company’s real strategy, it’s just what it says to the press. The actual goal, quite obviously, is to rank highly in Google searches for these terms, profiting when a searcher lands on one of their pages and clicks an ad. It’s basically the same strategy behind splogs. Of course, while it’s seedy, and doesn’t add any value to anyone, seeing as more established firms like Yahoo have basically endorsed a similar strategy, you can’t really blame Marchex for trying.