You May Now Kiss the Site

By Rick Aristotle Munarriz | More Articles
April 1, 2009 | Comments (1)

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Be fruitful and multiply, The Knot (Nasdaq: KNOT ) .

The online wedding planning resource rolled out 75 new wedding sites this week. It's not going to have to shell out a lot of dough for its niche-specific sites, like Marchex (Nasdaq: MCHX ) does with its collection of roughly 200,000 -- mostly regional -- domain names. The Knot is simply creating geographical subdomains for its valuable Weddings.com moniker.

In other words, nervous spouses-to-be will now find destinations like Chicago.Weddings.com and OuterBanks.Weddings.com. The landing pages help local bridal salons, reception venues, and florists reach their ideal audiences. Visitors can also check out the city-specific discussion boards and snapshots of recent weddings around town.

Sure, The Knot's namesake site has offered regional breakdowns for years. However, this will give the growing Web-based lead provider a new platform to deliver local-sponsored listings for everyone from cake bakers to wedding disc jockeys.

It also will give The Knot a little more search-engine juice. Sites like Google (Nasdaq: GOOG ) , Yahoo! (Nasdaq: YHOO ) , and Microsoft's (Nasdaq: MSFT ) Live.com tend to give a little weight to domains that have search terms in the title. For instance, a Google search for "Chicago weddings" doesn't turn up TheKnot.com in its first page of organic results, but it now includes Chicago.Weddings.com. Live.com now has Boston.Weddings.com on its first page for a "Boston weddings" search, but not the Boston-specific page at TheKnot.

It also doubles the results in some cases. For example, a search for "Austin weddings" now spits back both The Knot's dedicated page for Austin, Texas, as well as the Austin.Weddings.com site.

This can only be a good thing for the Motley Fool Rule Breakers recommendation, especially if counterculture brides-to-be decide that TheKnot.com's brand is too commercialized for their unique wedding-day visions and want something more local.

What's next? Bride-specific subdomains? I wouldn't put it past The Knot. You shouldn't either.

More friends of the bride:

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Longtime Fool contributor Rick Munarriz got married years before TheKnot.com was around, and he regrets that. He could have had a punctual person working the video camera that day. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.

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Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment icon found on every comment.

Report this Comment On April 01, 2009, at 9:43 PM, catfyre wrote:

While I personally don't believe in marriage per se for myself, I do, however, earnestly believe in marriage, as elaborate as possible, for everyone else, preferably several times, if only to keep the folks at KNOT afloat.

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