Definition of a Category Killer Domain

In an article I wrote about Vino.com yesterday, I mentioned that it was a category killer domain name and a couple of people commented that it wasn’t. Just like in the National Football League, I am doing an instant replay review, and the call is overturned. Vino.com doesn’t really meet the definition of a category killer domain name, although I do think it’s a brandable and memorable wine domain name.

So… what do I think defines a category killer domain name? Well, Wikipedia says the term “category killer” is a marketing term used “to describe a product, service, brand, or company that has such a distinct sustainable competitive advantage that competing firms find it almost impossible to operate profitably in that industry.”

Similarly, in my opinion, a “category killer domain name is a domain name that creates a distinct competitive advantage for a company that is in, or that wishes to enter a specific industry, where that term defines the industry or a specific sector within the industry.” A category killer domain name gives a company a consumer marketing advantage as well as a search engine optimization edge.

Some category killer domain names discussed on my blog in the past include Bobbleheads.com, Candy.com, AmericanFlags.com, Bodybuilding.com, Cars.com, and Apartments.com.

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Comments (14)

Undergraduate

December 28th, 2009 at 10:02 am

VINO: the word for wine in the Italian, Spanish and many Slavic languages

It IS a multilingual category killer. Just not in english.

Anthony

December 28th, 2009 at 10:56 am

Vino.com is definitely a Category Killer Domain …

for the Italian wine market.

Jon

December 28th, 2009 at 10:56 am

Vino should be considered a category-killer in English, and it’s clearly a category-killer global brand. After wine.com, what is the best name to sell wine online in English? The obvious answer is vino.com. After wine.com and vino.com, there is big drop-of in branding value down to words like winery.com. Wine-varietal.com or wine-region.com may also be considered category-killers, but they limit you to a subsection of wine.

Anthony

December 28th, 2009 at 10:58 am

I echo Undergraduate except I wouldn’t agree

for the English market.

David J Castello

December 28th, 2009 at 12:41 pm

Every major Primary Geodomain is a category killer. And, yes, Vino.com is a category killer for the Italian market, but also a cool name for the English market.

Elliot

December 28th, 2009 at 12:48 pm

@ David

Good point!

See you later.

Spread Offense

December 28th, 2009 at 9:50 pm

I run the football website, http://www.SpreadOffense.com – which over the last decade has become the biggest buzz word in american football. The spread offense is the most popular offense run in high school, college, and pro football.

I feel like I own a ‘category killer’ domain specific to football. Check out my business plan at:

http://www.slideshare.net/spreadoffense/spreadoffensecom-business-plan-2009

borat

December 28th, 2009 at 11:32 pm

Elliotsblog.com is a killer category of elliots blog. how much

wino

December 29th, 2009 at 6:35 am

Hey,

Don’t leave out the customers!

Wino is just as good a category killer as any other for those afficionados of the grape. Wino.tv has potential to push that envelope. It’s all in fun, so don’t be a stuffed shirt about it.

BTW, Vino.com is a heavy hitting category killer considering the number of countries having that word that translates into wine andthat the United States also likes to use the word signifying same.

Mark

December 29th, 2009 at 8:23 am

I much prefer the term “Dynamite Domains” rather than category killer.

I heard it recently at a conference where the guest speaker Kenny Goodman went through every aspect of what made a dynamite domain name. Most of the components were SEO related but he did also talk about the brand ability of dynamite domains.

So do I believe that Vino.com is a dynamite domain?

Absolutely – it is a huge keyword and I probably would have focussed it ion a country that uses the term vino – mainly spanish or Italian speaking to gain most benefit

Mike

December 29th, 2009 at 12:26 pm

the Wikipedia definition doesnt really apply well to domains, strictly speaking, as if it did, and if Vino.com finds it possible to operate profitably, then that would make Wine.com NOT a category killer. I wouldnt get too caught up in definitions. I dont think any one domain will ever ‘kill the category’ for all other domains in the space. its more semantics

Michael Bilde

December 29th, 2009 at 10:49 pm

It certainly is a great name. And if being a category killer were crucial, I guess search.com should be doing better than Google…

Website Valuation and Domain Appraisal Myths: A Cautionary Tale for Domainers | Planet BIZ

April 8th, 2010 at 1:05 pm

[...] Category killer domains explanation [...]

brian k

May 15th, 2010 at 12:09 pm

I think I have a category killer Italian domain name.
Abbigliamentobambini.com
It means baby clothing and it gets over 300,000 global searches per month.
Only problem is I have no idea how to develop it

I also have abbigliamentoeaccessori.com means clothing and accessories. Over 300,000 searches a month as well.