Web traffic that is generated by users typing a generic domain name directly into the browser's address line, rather than clicking on a result from a search engine. Web addresses (domain names) that are general in nature are highly desired, not only for Web sites that offer such products and services, but for Web sites that serve only ads to third-party products and services.

For example, typing "clothing.com" into the address field of a browser retrieves a Web page that acts as a clothing portal containing links to dozens of online clothing sites. Typing "clothing" into Google retrieves more than 300 million results pages. See domain parking.