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Instead of hand registering a $9 brandable domain name like or and paying for CPC marketing forever, Jon Yau plunked down $250,000 of his family’s savings to purchase — a domain name with 50,000 worldwide exact-match searches per month.

Yau considers this investment a “pre-payment” for the endless stream of potential customers that visit his website daily through direct navigation. And with plans to continue to grow his photography database, he expects only to increase his customer conversion rate and revenue.

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