Top Level Domains To Shake Up The Web? Not Exactly
by Roger Janik
June 23, 2011
Roger Janik is the President and Founder of ServerSideDesign.com – The Web Marketers.
He began working as a professional web designer and web marketer in 2001, holds a BA in Communications from UHCL and sits on the marketing committee of the Houston BBB. In addition Roger is a frequent guest on Houston FOX News and CBS Talk Radio discussing the current trends in website marketing and social media. He founded ServerSideDesign in 2004 and has established his company as a leading provider for Search Engine Marketing Services in Houston, TX. as well as on a global scale.
has written 30 articles for WebKnowHow.
|View all articles by Roger Janik...
There's been a lot of press lately regarding ICANN's decision to
allow the creation of just about any type of domain ending. Meaning
that .com, .org, .edu and others which currently number about 25 could
potentially reach millions in just a matter of a couple of years. So,
what does this mean for the average web developer and business owner and
more importantly, what does it mean for SEO/SEM professionals?
Top Level Domains and ICANN
stands for Internet Corporation for Assigned Names and Numbers. They
are the governing body when it comes to creating TLD's or top level
domains. Since the web has come to fruition, new domains have been
added, but for the most part, the same domains still dominate commerce
and information on the web. You are already quite familiar with these
TLD's which include: .com, .net, .org, .gov, .info and .edu. Besides
these TLD's, there are over 200 country codes such as .us, .cn, ca, .it
and even .eu for those in the Eurozone.
the years not only have many words and keyword phrases become difficult
to own in .com and other TLD's, but many corporations and trade
organizations would like to add cache to their businesses, as well as
help organize the web by having their own TLD.
the latest announcement from ICANN offering new TLD's, this means that
large corporations, organizations and private individuals can now apply
for a TLD that fit their specific needs.
Want Your Own TLD?
you are saying to yourself that creating your very own TLD is great,
not so fast. In fact, the only ones that will be able to afford or even
apply for a new TLD will be the very rich. It's because in order to
apply for your very own TLD, you must first pay $185,000. If you want a
TLD that is only yours (can not be shared by others) it will cost you
Who Can Benefit from a Top Level Domain?
at the moment, the ones most likely to benefit from this announcement
will be large corporations and organizations- think, .toyota ,
.microsoft or .cocacola. However, organizations such as trade
organizations might start a TLD such as .cafe or .restaurant where small
businesses can purchase a url under that TLD.
addition, ICANN has stated that besides offering these new TLD's, they
will also be in charge of enforcing trademark and cybersquatting issues
to ensure that a business or individual doesn't take ownership of a
rightful entity's name.
Pros and Cons of New TLD's
cost is a definite con for most people and small businesses, but there
are a few ways in which these new TLD's may be beneficial. First,
phishing scams, where a scammer tries to get a person to click on a link
may be reduced, because you know that your bank (let's say Citibank)
has a url with .citibank at the end of the url. Another benefit may
include that you may be able to find businesses easier by searching for
sites with a specific TLD.
What Does This Mean for SEO/SEM Professions?
I like the idea of more TLD's. The fact that the cost is so high
reminds me of a vanity license plate- but way more expensive. These
TLD's will probably be used mainly by large corporations to add status
or cache to their brand. They will also be used by other businesses or
even individuals for bragging rights. However, some trade organizations
might create useful TLD's that will be beneficial to all.
I don't think it will make a difference to your rankings to have a
unique TLD. It might help a little, but only if it is unique- and then
again, these are super large corporations, so they usually already rank
high for their brand name and main keywords. As for marketing a
business with its own TLD, you can leverage the cache of having its own
TLD, but I think for the near future, when it comes to searching on the
web for a company, most people will still use .com instead of typing out