Student Services on managing Domain Names
>>Student Services Australia has one thing
in common and that’s university students and
then we operate on a whole range of different
We have something like five hundred domain
names, which is a lot. Currently we operating
about 6 different industries.
One of our earliest businesses, magazine subscriptions
– university students, high school kids can
get an education price for magazines, adn
we have a website, magazines4students.com.au.
Similar site, educationsoftware.com.au sells
education priced software to university and
high school kids.
Then we have a little bit different style
websites. We have, we thing the worlds biggest
textbook exchange, with textbookexchange.com.au.
It’s a marketing place where students can
buy and sell textbooks.
We own flatmates.com.au, big shared accommodation
website. We have a student version of that,
which is called studentflatmates.com.au.
So quite a range of businesses with the one
thing in common being university students.
I guess in our company we’ve had a big debate
about whether we should have one encompassing
big brand and just a single brand accross
all the services. We do partially do that
with a website called studentvip.com.au and
that puts a lot of our services in a package.
I guess the reason we haven’t completely done
that is, one is historically we’ve built each
of these sites sequencially and they’ve ended
up with their own name. Secondly from a functional
point of view – if you are at a magazine site
and its called magazines4students, already
I know I’m in the right place.
If I’m thinking of buying a textbook and I
want to search textbooks – textbookexchange
sounds like the right place to be doing it.
The last reason is Google. So much of our
traffic comes from Google. If I wake up today
and want to buy a second hand textbook I’m
not going to type in studentvip into Google,
I’m going to type in second hand text books.
We’re number one for the word textbooks with
textbook exchange, so we decided we didn’t
want to mess with that. So we’ve kept separate
domains and separete functioanlity so you
know from a functional point of view it works
quite nicely – and then tried to link them
through a couple of over-arching websites.
Not renewing domains names. I’ve really kickd
myself, some of the domain names I’ve accidently
not kept on top of. We only recently put all
our domains in Netregistry, in one place so
we can keep an eye on where they all are – Very
very important. We’ve let some wonderful domain
you’ve got to be careful to, you put them
all in one place and if you’ve got a lot of
domain names it becomes even more important
to do that because you might have a lot of
domain names you don’t care too much about,
you don’t mind if they expire. They were thoughts
and other strategies that aren’t going to
happen, but amongst them are some really valuable
ones. So you’ve got to make sure if you have
a lot of domains, particularly you’re valuable
ones are getting renewed.
My number one tip for domains, I think the
first thing is go to Google trends. If you
want a generic name, you need to find a generic
name in Australia that is ranking really highly
in Google. Is searched a lot. So I go to Google
trends and see what domains are available
around the big search terms.