Here’s a dotCOM branded keyword domain where the first impression is health and fitness. Search among the 255,000 results for “unbleached” on Google and you’ll find everything from unbleached wax paper, to vitamins, to candles and unleavened bread. People want organic and from Oprah to Dr. Atkins to Weight Watchers and more- unanimous diet guru advice is to stay away from that “white stuff”.

But in the age where $37 million verdicts are being awarded to victims of chemical dumping and malpractice leading to cancer and autism, consider the burgeoning healthcare risks and extraordinary keyword PPC bids for unbleached when the alternate sub-culture slang meaning of the term is applied to the pulp industry. Living near pulp and paper mills carries with it a sense of being at risk. Few of us know what the risks are. Children and the elderly are most vulnerable.

Also affected are members of ethnic groups with fish-eating cultures, fishermen and other people from coastal communities recreational fishers who eat their catch, people of the First Nations. neighbors and communities also suffer the effects.

Emissions are ranked as to relative danger for cancer, reproductive effects, lung diseases and other health impacts.

The Unbleached Foundation research indicates that the main health risks associated with known pulp mill pollutants fall into five main categories:

Asthma and Other Lung Diseases -
illnesses where the ability to breathe is damaged and the lungs no longer function fully.

Cancer –
many chemicals in pulp mill pollution are linked to increased risk of contracting a wide variety of cancers. The World Health Organization estimates that 80% of cancers are caused by occupational or environmental factors, including exposure to hazardous chemicals.

Reproductive and Hormone Problems –
human infertility, changes in sex ratio (number of males and females) in various species, salmon losing the ability to find their spawning stream: These effects are the result of pollutants mimicking natural hormones in humans and animals.

Learning Disabilities – show up as everything from slowed learning times to severe retardation. Some of the chemicals in pulp mill pollution have been linked to increased occurrence.

Other Health Effects –
include heart disease, immune system damage, and chemical sensitivity (severe allergic reactions).

All of this in mind, when devising a new branded domain to recruit defendants for a class action suit, consider how search robots – the Internet engines that traverse the Web looking for relevant content – will view it. Those results can strengthen a company’s online brand-building effort.

Moreover, if the URL is part of a specific campaign, it can steer visitors to a unique landing page or site that either features a short video or message related to the effort, or logos that link back to the company’s primary site.

The clearer you can be, the better.

Distinctive, relevant, easy to remember, easy to spell and search, Unbleached.com can become THE globally recognized and dotCOM gold standard applied to your advantage.

Of course, it could also be a blog name for a hair colorist or hair dye maker. Maybe even Blondie’s or Anna Nicole’a biopic.