Look at the domain ArmyAnts.com. What do you see? What kind of business can you operate from this domain? How much can you sell the domain for? These are the questions that confront me almost everyday when I sift through thousands of domains in the garbage dump.
Frankly, I would not have bought ArmyAnts.com for even $10 as I could not figure out how the keyword “army” and “ants” together could be applied to any business field. This also tells you how bad I am in picking domains, because ArmyAnts.com was actually sold for $5,000 just a few days ago.
According to Wikipedia, army ants actually exist. They are predatory insects that can kill animals such as chickens, pigs, and goats. Google search reveals that “Army Ants” was the brand of a soldier toy product produced in the 1980s. It is also the title of a collectable trading card, a book written by Michael Desing, and a sound track performed by a Polish musician.
dotDB reports 24 similar domains and at least 8 of them are active, including ArmyAntStudio.com (purchasing agent), Armyants.org (car blog), ArmyAnts.us (robotics special interest group), RM-ArmyAntsRemovals.co.uk (removal services), and MillionArmyAnts.com (university site). Below are three domains which are perfect candidates for upgrade to ArmyAnts.com.
ArmyAntsRemovals.com is owned by UK-based moving company Army Ants. The company also operates ArmyAntsSelfStorage.com, ArmyAntsSelfstorageLTD.com, ArmyAntsSelfstorageLTD.co.uk, and ArmyAntsSelfstorageLTD.uk.
TheArmyAnts.com is owned by India-based branding and advertising agency Army Ants. The company leverages characteristics of ants to project an image of not being intimidated by workload, valuing teamwork, being organized, and getting the job done.
ArmyAntsConstruction.com is owned by a USA-based construction company which provides commercial and residential roofing services. The company name is Army Ants Construction but it’s likely to be remembered by its customers as “Army Ants”.
As you can see, only after doing the research could I see the value of the domain ArmyAnts.com. So, research is vital. This is echoed by top domain picker Mike Mann in the September 25, 2014 Domain Sherpa show when he said, “It’s a filtering process. I can read through 10,000 extremely fast and then I create candidates, and then with the candidates it takes more time to do research on Google and then look at the other domain statistics. I would see them on a list and then research but most people just make a snap judgement ‘oh that’s not worth anything’. Then I would study the data to figure out what its true value might be.”
In conclusion, I cannot pick domains by simply looking at their names. I must rely on tools such as dotDB and Google search to do my research and discover values of domains.
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