I saw this on the web. I am new to this whole business. Anyone think there is any validity to this theory? To what extent?

Direct navigation names are domain names that are used by online customers to find products, services or information on the internet in one step.

Users typically enter the keywords for a generic product, service or other subject into the URL address box of their internet browser, preceded by 'www.' and followed by '.com', therefore going directly to the website with the name that matches their requirement or interest. So users will go direct to a relevant website rather than go via a search service.

For example, if you were looking for a supplier of laser printers, you could go to a search site and enter the search term 'laser printers', then review the list of websites that include the term. Or you could navigate directly to a relevant site by entering 'www.laserprinters.com' in the address box of your browser.

These domain names are classified as direct navigation names and have become very desirable, as just by owning a good direct navigation name you will find interested visitors arriving at your web site looking for the product or service that you provide.

Direct navigation domain names, by definition, tend to be descriptive, intuitive and memorable. Owning a direct navigation name is similar to real estate ownership as each internet domain is unique - a non-replicable asset.

The most effective direct navigation names are Dot Com names, with no dashes and no arbitary prefixes or suffixes. For example, 'elaser-printers247.com' will be substantially less effective than 'laserprinters.com'.

As well as the traffic benefit, most direct navigation names tend to be very brandable as many leading companies are discovering.