Findability on the internet is a priority for small businesses.
For 2017, Companies that respond quickly have an opportunity to take the lead by leveraging an influx of new generic domain extensions that are beginning to fill the market. A generic top-level domain (gTLD) is one of the categories of top-level domains (TLD’s), maintained by the Internet Assigned Numbers Authority (IANA). Over the last several years “.com” has been getting even more company.
The rollout of new gTLD is being referred to as one of the biggest changes to face the internet. Companies and individuals can gain access to a wider variety of domains that could better reflect their business type or the products that they sell. Are you an expert? There’s .guru. Starting and organisation? Try .club. Opening a restaurant in Sydney? Consider .sydney.
Before the year 2000, there were only eight domains used – “.arpa,” “.com,” “.edu,” “.gov,” “.mil,” “.net,” “.int” and “.org.” The new names seem like they have just appeared over night. However seven years of international discussion and debate and billions of investment dollars have pushed the hundreds of new names. The following is a list of some of new Web domains that have gone live in the last couple of years.
These new generic top-level domains (gTLDs) beyond .com, .com.au, and others are domain name extensions that Companies have been using for years. Some of the new extensions like .lat, .moda or .shop, .club, .restaurant and other descriptive words that businesses could use as a suffix to the domain name for their existing brand. For example, instead of using flowershop.com, a company can buy a new domain as flower.shop for clear advantages with Search Engine Optimisation (SEO) value, memorable branding, and affordability.
Location, location, location
Just like in the bricks and mortar world, location matter. Businesses are only as good as a customers ability to find them. And with millions of web addresses already claimed – it is getting harder to find one that creates a point of difference.
SEO Advantage. Since the advent of search engines, domain names have been an important aspect of helping sites occupy the top positions in search results. When a person types a word into Google, it is logical that sites with that word in their domain name offer up results of relevant content. Recent independent research into the SEO impact of new domain names has found that they can improve the position of your search results.
German SEO specialists Searchmetrics compared the search engine results with the domain names ending in .berlin and their German .com equivalents. The researchers found. Berlin domain names outperformed their competitors in 42% of searches, more than any other domain suffix. With hundreds of new extensions coming to market, search engines can now index a site based on the domain name extension, providing more context on which to classify search results.2
Branding memorability. Thanks to new gTLDs, companies can more easily find easy to remember domain that best reflects your brand. Many new businesses, have chosen their names based on the availability of the domain and as a result, companies with extravagant domains or unconventional spellings are hard to remember. The large number of gTLDs available puts an end to this madness to offer companies registration options that are limitless. This allows companies to find a domain that does justice to their brand and represent it in its entirety.
Affordability. The average price for TLD .com name is $2469 in USD. The new gTLDs are an excellent alternative. For the simple laws of supply and demand, the availability of new domain extensions offer many more options, keeping it more affordable for businesses of any size.
After all, domain names are the basis on which companies build their brands in the world of online marketing. Although the social media and other channels are important, a website and domain are really the only digital assets that a company owns and controls completely, which makes them critical elements from the perspective of global brand.
With new gTLD’s, finding the right domain is easier and more affordable than it has been in decades.
Simon is a Sydney based digital designer. He is the Director of a boutique digital design studio, Bailey Street Design located in the vibrant inner west suburb of Newtown. Simon studied graphic design at Shillington College and specialises in web design for small and medium size businesses. Simon and his team (Toby the studio dog) are passionate about visual communication in the digital environment