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The do's and don'ts of URL promotion

The do's and don'ts of URL promotion Aaron Goldman

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Aaron Goldman is the Chief Marketing Officer at Kenshoo, a global technology platform for search marketing and online advertising. He is also the author of Everything I Know about Marketing I Learned from Google (McGraw-Hill 2010).Previously,...

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Commenter: Penelope Gordon

2008, June 19

One of my pet peeves: URLs that are hard to read due to poor choices in font style, size, and color; and background pattern and color. So while the URL in the milk ad is not prominently displayed, and the test is all lowercase, I find it much easier to read than the SeeItNext.com ad with which it is contrasted. Likewise I cannot read the red text in the URL in the "SOLVE THE PUZZLE AT" ad, but I can read (though not easily parse) the "OWN IT TUESDAY" URL. Virgin Atlantic hasn't learned about color contrast: the emails that they send to members of their frequent flyer program use dark purple or crimson backgrounds with black text - Delete. And I do NOT agree with the belief in some circles that a black background is better for presentations. As can be seen from the ad examples provided, dark text on a light background is MUCH easier to read, and patterned backgrounds are just a distraction.

Thanks for the pointers.

Commenter: Suzanne DeCarolis

2008, June 09

Having the right Domain Name is the most important step to getting your customers to visit your site. Several times a company will have a website, but never use those words in the website on their website. It's important that if you pick a website name, to brand it in
your first page of your website. If you don't, most likely your competitor will take the wording from your website, and use it as their domain name, and now they've captured your audience.

Suzanne DeCarolis, President
Merrimack Valley Group