I have watched several companies/services lose an "add on word" to their domain names over the years, specificly "online", but I am pretty surprised with one company that has not.

The Insider (CBS owned) is a show that is about celeb news, but they started out using the domain name TheInsiderOnline.com . CBS become the owners of the exact match domain to the show, TheInsider.com on June 11, 2008 which they use today.

(domainer side note: TenPenny Group Inc. become the owner of TheInsider.com on 5-15-2008 and appears to be the "secret buyer" used by CBS? On TPG’s site, they state: "TPG will always maintain your confidentiality" speaking about internet services they provide) This is IMO of course, but this may be interesting also.)

Not only does TheInsider.com own the exact match domain name, they did the smart thing and continued to own TheInsiderOnline.com which now forwards (domain forwarding) to TheInsider.com . The reason behind the forwarding and why this is smart: old links, bookmarks, old ads etc. traffic will not be lost.

Another company that I can think of off the top of my head is Maxim (the magazine). They started out on the web as MaximOnline.com . Today, they are Maxim.com . They also use domain forwarding and forward the old MaximOnline.com to Maxim.com .

So those two companies are now using Exact Match domain names as they should, but one company that is advertised A LOT that still has "Online" added to it’s name (domain)……

NAPA®, the auto parts supplier.

NapaOnline.com is the web home of Napa Auto Parts, but all I ever see is Napa this and Napa that!

So what is on Napa.com, a domain name that I’m positive tens of thousands visit looking for auto parts? A software company called Napa Group, LLC.

Now I am not sure if Napa Auto Parts has contacted or tried to purchase Napa.com, but if not, they Really Need To! If they did contact Napa Software and offered X amount of money… they need to revisit it!

NapaOnline.com is covered when it comes to search engines, as it ranks #1 for the term Napa, Napa auto etc, but direct navigation with the amount of advertising they do has to be heavy, which Napa Auto Parts is missing out on, at least initially if not totally!

It’s not like it’s "common" to add "online" to a companies domain name.

According to Compete.com, Napa.com has 119,794 US visitors each month but I personally have never heard of Napa Group, LLC or seen any ads for them.

NapaOnline.com shows 650K + via Compete.com, but I would expect that number UP 100K if they owned Napa.com as well.

Some traffic to Napa.com may also be people looking for Napa Valley.

NapaAuto.com is parked and full of Napa Auto Parts ads.

It’s interesting to see some companies go full circle in understanding domain names and others not so much. Owning an exact match .com domain name to your company, product or service is Very important and has endless benefits. (Direct Navigation, Trust and Advertising to mention a couple)