Display URL Best Practices

I'm at an impasse with one of my colleagues, and wouldn't
mind some
outside input. It's important to note that this is B2B, not
B2C (which
I would probably handle differently).

I hold that the display URL should be short and sweet,
e.g.,
'MyAwesomeSite.com'. If you're doing all the other good
stuff, your
keywords will be bolded in the title etc., and the display
URL tells
you where you're headed. It's clean, simple, and can leave a
user with
an easy to remember URL to type in some other time.

Now, my colleague holds that the display URL should be
longer, like
so: 'MyAwesomeSite.com/Awesome_Product'. I think it looks
crowded, but
he reasons that you provide more info, possibly keywords,
etc...

Am I missing something?


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My take is that in retail, the correct answer is: you test
it. Many of
us do use the little subdirectory display URL tactic (I
remember
trying it and finding that it worked some of the time from a
CTR or
ROI standpoint, so kept doing it... it will confuse
colleagues and
clients, though... always a tradeoff).

In B2B, you might not see the same results, certainly not as
quickly.
You might also be more concerned about brand. In most cases
this is a
minor debate. The average user doesn't see this as anything
other than
a navigational cue, if you do it without shouting.

Andrew

On May 11, 1:23 pm, TheCreditedResponse <dvsu...gmail.com> wrote:
> I'm at an impasse with one of my colleagues, and
wouldn't mind some
> outside input. It's important to note that this is B2B,
not B2C (which
> I would probably handle differently).
>
> I hold that the display URL should be short and sweet,
e.g.,
> 'MyAwesomeSite.com'. If you're doing all the other good
stuff, your
> keywords will be bolded in the title etc., and the
display URL tells
> you where you're headed. It's clean, simple, and can
leave a user with
> an easy to remember URL to type in some other time.
>
> Now, my colleague holds that the display URL should be
longer, like
> so: 'MyAwesomeSite.com/Awesome_Product'. I think it
looks crowded, but
> he reasons that you provide more info, possibly
keywords, etc...
>
> Am I missing something?


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In my humble opinion...

Using an extended URL looks similar to how Google displays
URLs in the
organic results, so it's certainly worth trying. I've used
with a
couple of clients and the results have been very good.

David Culbertson
LightBulbInteractive.com

On May 11, 1:23 pm, TheCreditedResponse <dvsu...gmail.com> wrote:
> I'm at an impasse with one of my colleagues, and
wouldn't mind some
> outside input. It's important to note that this is B2B,
not B2C (which
> I would probably handle differently).
>
> I hold that the display URL should be short and sweet,
e.g.,
> 'MyAwesomeSite.com'. If you're doing all the other good
stuff, your
> keywords will be bolded in the title etc., and the
display URL tells
> you where you're headed. It's clean, simple, and can
leave a user with
> an easy to remember URL to type in some other time.
>
> Now, my colleague holds that the display URL should be
longer, like
> so: 'MyAwesomeSite.com/Awesome_Product'. I think it
looks crowded, but
> he reasons that you provide more info, possibly
keywords, etc...
>
> Am I missing something?


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I agree with you, not your colleague. Not only is a shorter
URL easier
to remember, it builds trust and looks less spammy to the
viewer in my
opinion.

Cheers
Dan
http://www.getclickedseo
.com

On May 11, 11:23 am, TheCreditedResponse <dvsu...gmail.com> wrote:
> I'm at an impasse with one of my colleagues, and
wouldn't mind some
> outside input. It's important to note that this is B2B,
not B2C (which
> I would probably handle differently).
>
> I hold that the display URL should be short and sweet,
e.g.,
> 'MyAwesomeSite.com'. If you're doing all the other good
stuff, your
> keywords will be bolded in the title etc., and the
display URL tells
> you where you're headed. It's clean, simple, and can
leave a user with
> an easy to remember URL to type in some other time.
>
> Now, my colleague holds that the display URL should be
longer, like
> so: 'MyAwesomeSite.com/Awesome_Product'. I think it
looks crowded, but
> he reasons that you provide more info, possibly
keywords, etc...
>
> Am I missing something?


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Spammy is a subjective opinion, though. I do agree with
taking broader
brand objectives into account, and holding back some
"techniques" in
favor of long term image considerations, but, would

www.blrhgtm.com/White-Paper

really be "spammy" as a display URL? The visitor,
in all honesty, is
not very much good to you if they don't eventually do
business, so
what if that cue improved your cost-per-lead picture? I
wouldn't be
convinced that the above verbiage would be negatively
affecting the
brand.

On a slightly separate note, large companies are also
beginning to
experiment with more verbose URL's, and using those right in
their
display URL. eg. www.BlackBerry8800Series.com. In that
case,
BlackBerry8800 is bolded in RIM's AdWords ad text in the
display URL,
if your query was Blackberry 8800. I like the way it looks.
I
certainly prefer this as a direct marketing campaign to
something with
ResearchInMotion.com, which is a more diffuse message.

On May 11, 5:13 pm, Dan71 <danlin...gmail.com> wrote:
> I agree with you, not your colleague. Not only is a
shorter URL easier
> to remember, it builds trust and looks less spammy to
the viewer in my
> opinion.
>
> Cheers
> Danhttp://www.getclickedseo
.com
>
> On May 11, 11:23 am, TheCreditedResponse
<dvsu...gmail.com> wrote:
>
> > I'm at an impasse with one of my colleagues, and
wouldn't mind some
> > outside input. It's important to note that this is
B2B, not B2C (which
> > I would probably handle differently).
>
> > I hold that the display URL should be short and
sweet, e.g.,
> > 'MyAwesomeSite.com'. If you're doing all the other
good stuff, your
> > keywords will be bolded in the title etc., and the
display URL tells
> > you where you're headed. It's clean, simple, and
can leave a user with
> > an easy to remember URL to type in some other
time.
>
> > Now, my colleague holds that the display URL
should be longer, like
> > so: 'MyAwesomeSite.com/Awesome_Product'. I think
it looks crowded, but
> > he reasons that you provide more info, possibly
keywords, etc...
>
> > Am I missing something?


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