Domain strategy will be a top priority in 2022

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Domain management is not yet a top priority for one in three companies. Only 14 percent say that they have specially trained employees in-house. Twelve percent say that domain management is outsourced to an external service provider. This will change significantly by the end of 2022, at least for companies that want to take advantage of the trend and potential of domain management.

Figure: - Domain strategy

Expert tip from DomainFactory:

"Successful domain malta phone data management is an integral part of the company and marketing strategy. The vision, mission and messages presented on the website should be reflected in the domain."

Domain portfolios are growing - One domain is mandatory, multiple domains are the future
The number of domains registered by those surveyed reveals that the strategic use and importance of the domain portfolio have not (yet) reached every company. The majority have registered ten or fewer domains. Solo self-employed people are clearly lagging behind: only one in three has one, and 39 percent have not yet secured a domain at all. This means massive potential is being wasted. Companies and self-employed people risk being overlooked.

Illustration - One domain is mandatory, multiple domains are the future - Domain Report

In the course of 2022, successful companies will invest more in their domain management and create multiple domains. The benefits: improved visibility, minimized risk of website duplicates on Google and internationalization.

The domain strategy: These are the points you should consider
What applies to a marketing strategy can also be translated to the domain: the pivotal point is the right target group. Building on the potential users and customers, you can.

→ ... the domain name can be specified.

→ ... the decision is made for holistic domain management consisting of several domains.

→ ... a clear structure of main and subordinate domains must be defined.

→ ... the appropriate ending – local, generic or international – can be determined.

→ ... the keyword setup for meta title and description can be selected.

"Excursus: The Multi-Domain Strategy"

Do you know the electronics retail chains Saturn and Mediamarkt and their online sites? Did you know that both companies operate under the MediaMarktSaturn Retail Group? Profits flow into one and the same group of companies, and not just through purchases in local stores. Online, too, the different domains fall under the umbrella organization - without the customer actively noticing. Big players like Mediamarkt and Saturn use this multi-domain strategy to position themselves with a wide reach. At the same time, they increase their search volume. This multi-domain strategy creates immense reach advantages. Provided that the domain and content strategies go hand in hand.