Using a Longtail Domain for Business

Taylor Sparks is the Principal Founder of Skin Care for Athletes. The only organic and natural skin care line designed specifically for athletes.  She is a late blooming endurance athlete and holistic aromatherapist.

Mike:  Can you give a little background on your business?

Taylor:  Skin care for athletes by Morning Indigo has been in business for three years, in it’s current formation.  It started 5 years ago as a basic skin care line.  The products started on-line and the Taylor Sparks is the only full-time employee.  Temporary employees are hired for specific events i.e. large marathons, triathlon or sporting events.

Mike:  How has has owning the domain impacted your business?

Taylor:  By owning, I have not had to purchase Google Adwords because the domain name is the search phrase.  So we automatically come up on the top of the list on any search engine.  We also purchased similarly related, specific domain names in order to encapsulate the traffic. (i.e. skin care for, skin care for

Mike:  Can you share the volume of traffic that your site receives?

21.48% of our traffic is Direct
30.98% is referral traffic (banners, resellers)
47.54% is from search engines

Mike:  You have a multi-word, longtail domain.  Has this helped or hindered the business in anyway?

Taylor:  I believe that it has helped as it is easy to remember. People don’t have to remember the exact name of the product.

Mike:  Do you have any other online marketing strategies that you follow (google ads, seo, banners on other sites, etc.)?

Taylor:  Since we are a products business, there are other companies that re-sell our products and we benefit from their marketing bringing more awareness to our brand.

Mike:  Did you purchase the name from someone else that owned it?

Taylor:  No.  We registered it.  Oddly enough, no one owned the related domains either.

Mike:  What advice do you have for others when selecting a domain name for business?

Taylor:  Keep it as simple as possible and something easily remembered.

2 Comments Using a Longtail Domain for Business

  1. Anthony Hanner

    You don’t have to own a category killer domain name to build a nice business…that’s just propaganda.

    Good for them. A good real life example of a long-tail working for an end-user.

    Thanks for bringing these kinds of stories…good stuff.


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