Learn and Replicate the Secrets of Amazon’s Keyword Domain Strategy

We all know when retail behemoths like Walmart or Target move into town small businesses suffer. As we move further toward a world of “digital-only” during COVID, “town” is anywhere that WiFi can reach.  

How will your business withstand the Walmart Effect, now that there are no geographic limits?

Small and medium sized businesses are battling the ever-growing market share being secured by big-box retailers and online marketplaces. Up against billions of dollars of revenue, unmatched buying power and market dominance, how can any new business, bootstrapped or funded, make their mark and capture market share?

Replicate the power of Amazon’s keyword domain name tactic.

The genius strategists at Amazon have employed a deliberate 301 redirect keyword domain name strategy as an organic SEO tactic. This is a strategy available to businesses of any size or sophistication.


Keyword domain tactics like this leverage search behaviors and algorithm insights to capture intent-driven delivery search queries, increasing the odds that searchers end up converting on your website. 


An example could include type-in or voice search for “long beach delivery”, the query can skip the google search results page and land the new customer on amazon.com same-day delivery page since Amazon owns www.longbeach.delivery, rather than bidding on google AdWords to rank for the keyword set. 

By setting up a 301 redirect page, Amazon has linked one domain to another, keeping the SEO value established by Amazon.com, combined with the specificity of the user’s search terms.

Multiple Keyword Domains as 301 Redirects.

Amazon has secured over 100 high value keyword domains, primarily using new top level domains to facilitate this strategy. They fall into three categories:

  1. Geographic. Examples include, charlotte.delivery, austin.delivery, london.delivery, american.delivery, miami.delivery.

  2. Natural keyword phrases that are highly valuable for both search engine type-ins and voice search, include order.delivery, takeout.delivery, local.delivery, sandwich.delivery, diapers.delivery.
  3. Keyword sets to optimize the experience of people looking for Amazon or other services under the Amazon umbrella, including, amazonflex.delivery, primefresh.delivery, amazongo.delivery, primepantry.delivery.

Amazon is also using keyword domains for its descriptive, keyword-rich, and next-gen offerings with domains like Amazon.Care, Amazon.Jobs, AWS.training, Prime.Video, and over 100 more as keyword rich 301 redirects.

How Can You Replicate This Strategy For Your Own Business?

  1. Choose a domain registrar. In the U.S., the main players are GoDaddy, NameCheap, Name.com, Sav.com and more.

  2. Search for short, descriptive keyword sets that your ideal customers search for when they look for the product or service you provide.

  3. Use new keyword domain extensions (rather than legacy extensions like .com) to get more effective, memorable and meaningful domains that reflect the products or services you provide. Create your ideal longtail keyword pair by using both the left and the right side of the dot.

  4. Set up your 301 redirect to direct to the relevant page on your website. In most instances, this will be available to you to quickly set up in a few simple clicks after the domain has been purchased.

  5. Attract high purchase-intent customers by positioning your brand as the number one product or service for a high value search query.

Following these straightforward steps can help attract and retain new customers. While it won’t make you a trillion dollar company overnight, you can sure act like one. 

To register your own .delivery, .contact or other highly targeted and accurate TrueName top-level domains, visit TrueName.domains or sav.com, name.com or any of your other favorite registrars.

DeFi Looks to Disrupt Financial Services with Blockchain and New Domains

The financial services sector–one of the most powerful forces in the global economy–is under siege by a wave of startups looking to permanently disrupt the traditional frameworks of banks, brokerages and government regulators around the world. 


Decentralized Finance (or DeFi) is a movement to create an independent financial system that offers alternatives to every financial service currently available–including banking, securities trading and insurance–without the need for central authorities. It’s a system with no middlemen that anyone can access with a smartphone, and it’s growing exponentially.


By its very nature, DeFi breaks all the rules–and so do DeFi entrepreneurs. Rather than being tethered to an antiquated system, they’re taking a page from the Bitcoin playbook and building their own next-generation financial platforms on blockchain networks. Even the domain names these cutting-edge companies are using defy convention. 


Among major players in the space, including companies like Compound and Yearn, the .finance domain name extension is taking off like a rocket. In fact, three of the top 10 DeFi startups are using .finance and only one uses .com.


TrueName™, operator of the .finance and other financial industry TLDs, has seen a 700% increase in monthly .finance registrations since the beginning of 2020. During the same period, the DeFi industry overall saw growth soar by nearly 1,000%.

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Sources: Dune Analytics and TrueName Business Intelligence

DeFi entrepreneurs are establishing future-facing and unconventional brand positioning, and it’s paying off. Compound, for example, has raised more than $30M in funding to date, while other hot DeFi companies using .finance include Neco and Idle

An additional benefit of these new domain extensions is their availability and cost compared to their .com counterparts, and DeFi companies will likely find their brand keyword available at their registrar of choice, as opposed to dealing with resellers in the .com aftermarket. 

And .finance is far from the only highly-relevant extension choice for DeFi entrepreneurs. 

Other meaningful options include:









Entrepreneurs seeking to make their mark in this growing new arena and show their true DeFi identity can secure a .finance domain name at registrars such as Name.com, sav.com, and GoDaddy. .Finance is part of the TrueName brand of domain names which have increased memorability, availability and security. All TrueName domains come with built-in anti-phishing protection. 

Find your domain at TrueName.domains.

How Smart Entrepreneurs Pivot in the Time of COVID-19

Savvy entrepreneurs are starting or adapting their businesses in response to new consumer behaviors driven by the COVID-19 pandemic by using highly relevant, descriptive and secure TrueName domains.

In order to survive, businesses need to adopt a “digital only” mindset when crafting their branding and marketing strategies. And while the pandemic will eventually end, consumers’ shift to digital and virtual engagement with businesses will not. 

Smart businesses must make the right moves now, prioritizing customer experiences and establishing brand loyalty among an existing and new customer base. 

Successful small businesses and startups are nimble by nature, and we’re seeing strong evidence that entrepreneurs are adapting to the times. We looked at the top website builders and ecommerce platforms, as well as TrueName domain growth trends. It was no surprise to see that website growth is hot in 2020 versus 2019 for each of the top five providers:

Web Building/E-commerce Percentage Growth Year Over Year 2019 – 2020

Sources: Forrester,  ROI Revolution

As small businesses establish or expand their online presence, the crucial domain decision must be made. Finding a brandable, memorable and descriptive domain is a non negotiable step to future proof a digital presence. In times of uncertainty, small businesses need domain options that not only meet their needs, but aren’t excessively expensive. It’s commonly perceived that the combination of these elements does not exist.

While we know the pandemic was driving a significant spike in domain name registrations, we wanted to look more closely at the extensions they were selecting. 

Business owners with varying degrees of knowledge about online optimization understand one fundamental thing; they want to be as close to the top as they can in a Google search for the keywords their customers enter when searching for their product or service. 

What we found as reflected by the top most registered top-level domain extensions secured by businesses between March and June 2020 confirmed a number of pandemic-related trends in consumer behavior; the desire to support small businesses, get almost anything delivered to their door, and to connect with large groups in a way that doesn’t risk spreading the virus. 

Fastest Growth Of TrueName Top-Level Domains March – June 2020

A prime example is Radish, Canada’s fastest-growing restaurant home delivery service. The company uses the radish.delivery domain name to distinguish its service while offering an alternative co-op model that is equitable for restaurants, drivers, and consumers. 

Those who make their living by doing public speaking or professional training found out very quickly that virtual appearances were the only way to keep their businesses going during the pandemic. Many of them turned to Be.Live (be.live), the leading professional live streaming platform. Be.Live has helped its customer base — which has surged by nearly 60% since March — engage with more than 700 million viewers over the last three years. 

And of course the pandemic has turned the education system upside down. With millions of children attending “virtual” classes and colleges and universities struggling to contain new outbreaks, online learning is the new normal. The Engineers Academy (engineers.academy) knows that a flexible, online curriculum helps busy engineering professionals get a leg up in their careers on their own time. 

It will be fascinating to see how small business owners continue to adapt and expand their reach both during and after the pandemic. And while we can’t say with 100% certainty exactly which keywords and top-level domains will trend in the near future, we do know that entrepreneurs will always find new ways to build their businesses and achieve success. 

If you want to register a .boutique, .delivery, or any of the fastest-growing TrueName Top-Level Domains, visit your favorite registrar.

Creating a brand online? There is one fundamental truth you must know.

Smart entrepreneurs know the right domain name can be the key to success. 

What do a baby and a business have in common? They each need a name. Parents take great care in selecting a name that reflects their history, values, or personality, and entrepreneurs should be no different.

Picking a name for your business is not only one of the first steps–it’s arguably the most important: the right name can be catchy or clever, or it quickly communicates what you have to offer. Whatever you choose, that name is the key to establishing your brand.

But far too often, people are forced to make difficult compromises when putting their business online. While entrepreneurs of old expected that they had to have a dot-com domain name to be legitimate, the dot-com marketplace has become a vast collection of names that are in use or held by cybersquatters, so many business owners wind up with a bloated domain name that does not reflect their mission and brand.

So how do you build a new brand in a crowded dot-com world? You don’t.

The tech-savvy and future-facing brands of today are setting themselves up for success in the age of “digital-first” by understanding that a key tactic in creating a brand that is ubiquitous is to ensure that everything their brand stands for is reflected perfectly in their choice of domain name–and that the power of the once highly-prized dot-com address is now greatly diminished.

Stake Your Claim and Be True to Your Name

More than 1,000 new keyword extensions have been introduced in recent years, exceeding the branding power of decaying legacy top-level domains like dot-com, dot-org, and dot-net

Entrepreneurs now have a wide variety of options when choosing highly brandable, relevant, and modern domains like .live, .guru, or .lawyer that can be utilized across all digital platforms and packaging to drive brand affinity and familiarity within a target niche. 

In this modern era, a brand’s domain name is increasingly the key to its growth, how it resonates with its key market, its memorability, and brand perception. Ultimately, a domain name represents a brand the same way a storefront or staff would have decades ago. And now that many businesses have a majority of their audience touchpoints through digital channels, a brand now is a domain as much as a domain is a brand.

One Phish, Two Phish. Don’t Get Screwed Phish.

Have you ever received an email asking you to log into your credit card’s website and update your account and password information, except you don’t have a card with that issuer? That’s a common scam known as “phishing.” Hackers looking to steal passwords and sensitive financial information coined the term back in the 90s. They send out thousands of fake emails as “bait” in the hopes of getting someone to “bite” by clicking on the links inside.

Remember when hackers painted a big red bullseye on Target back in 2013? A single click on a link in an email led to a massive data breach, exposing the sensitive information of 110 million Target customers. 

Scams like this affect small and medium-sized businesses and individuals as well with alarming regularity. Two of the most common ways people fall victim are:

  • Opening an email and clicking on a link to a login page that looks authentic, but it’s not.
  • Following a link to a site you visit all the time, even though the address has been altered subtly–a practice known as “domain spoofing.” 

The good news is that people are now more likely to try and confirm an email authenticity before volunteering any sensitive information. As for domain spoofing, the best defense is to select a domain name that guards against phishing attacks.

TrueName™ branded domains include a robust security technology – at no additional cost to customers – that blocks domain imposters before they strike. This proactive protection called homographic blocking prevents homographs—fraudulent lookalike domain names that substitute letters or numbers with characters from Latin, Greek, and Cyrillic script tables for the purpose of malicious activity.