Who needs a URL anyway ???

Answer this simple question - Is a search page (Google, msn, yahoo etc), your homepage?

I'm assuming, more often than not, the answer would be a resounding Yes!

Well, if so - then just open up a new browser window (make Google your homepage and try anyway!). Where does your cursor lie - awaiting you to type away a new URL? No Sir, not in the URL box! It sits in the search box! So what do you do? You don't take the pains of clicking on the URL box and then typing out the URL. Instead, you simply type the URL in the search box and click on the first link that comes up in the results. This habit has permeated the Internet world to such an extent , I can hardly recall keying in a URL in the URL box.

The moral of the story is : We end up searching a site, even though we know exactly where it is!

What does this mean to the marketing communication world? Well, Japan has been the quickest to learn this. URLs are out - search keywords are in. When talking of your brand - do you show-off your URL as a Call-to Action? Instead, try giving the audience search keywords that are sure of getting the site on top of the search result list.

It's simpler, easier to remember, the keywords bring out your USP and guess what - it does wonders for the people who have attuned their browsing habits to the browser that (sneakily) makes the cursor jump to the search box from the URL box.While all the up and coming Web-marketers and new media gurus can rave about SEO and SEM and other interesting words starting with SE..., I think there's a simple direct lesson to be learnt here!