Domain Name and Website Valuation

Roberto Moro-Visconti ()
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Roberto Moro-Visconti: Catholic University of the Sacred Heart
Authors registered in the RePEc Author Service: Roberto Moro Visconti

Chapter Chapter 11 in The Valuation of Digital Intangibles, 2022, pp 349-381 from Springer

Abstract: Abstract Web domain names represent the gateway to Internet connections and access to specific websites. Their value depends on several parameters, such as Web traffic or search engines, and is typically calculated with “quick and dirty” algorithms freely available on the Web. The value of a web domain depends on its capacity to attract traffic, i.e., visitors, and to transform them into cash-generating customers. All domain names are unique, and so there is no standard valuation method, especially if they are appraised within an IT bundle of related intangibles. Comparable transactions represent a benchmark for valuation, considering even the hypothesis of licensing the domain name to get a reasonable royalty. A more detailed appraisal should consider not only the stand-alone value of a domain name, but rather its synergies with collateral intangibles such as websites, digital brands, or M-Apps. Considerations about domain names can be easily extended to websites that represent the contents of the domain. Valuation of domain names and websites, in many cases, tends to coincide.

Keywords: SEO; Algorithm; E-Commerce; Digital marketing; M-App; Social network; Dispute resolution; Internet traffic; Web analytics; Pay per click; Web ranking; Cost per click; World wide web (WWW); Banner; Cybersquatting; DNS; URL; Virtual shop window; Royalty; Naming; Website monetization; IP protocol/address; Bookmark (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-031-09237-4_11

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