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Quote:If a URL like walmart.com says to Internet users “we’ve got everything,” what does sportsbottleworld.com say? “We like to think they’ll think that’s the best link to click on because these people are obviously specialists in it,” says Pat Riley, webmaster for Sandia Marketing LLC.

Sandia sells imprinted items like sports bottles, mugs and pens through eights sites—one umbrella site and seven others with such domain names as drinkwarecentral.com, golfpromoproducts.com and realestatepromoproducts.com. Those domain names are particularly important because the web-only merchant gets virtually all its business through pay-per-click advertising. Riley figures the specialized domain names help his sites stand out from the crowd...