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Every week there are reported sales of domain names that perhaps are not clear as to why they sold for four or even five figures. They appear to be keywords that no one searches for. But when you look at Google Keyword Planner you discover that yes there actually are people searching for that phrase. In other cases the search volume is close to zero. Maybe no one searches for that phrase but the phrase still makes sense as a brand to promote some product or service. The phrase "a domain is worth what a buyer is willing to pay for it" is often used. The metrics of keyword search volume and PPC do not apply here. Someone wanted the domain and they were willing to pay X for it. But how do you gauge how much to ask for? If Google wants your domain, they have a greater ability to pay than a solo entrepreneur. What are they going to use it for? Additional thoughts?