New ICANN Domain Names – Any Value from the SEO Perspective?
If you watch the online world closely you certainly heard the news about ICANN’s decision to allow new top level domains in the future. Brand or generic domain names which will start at $185,000, a small price to pay for a brand, right? However that may be beneficial for some large brands like Toyota or Samsung, not every brand will be able to afford this, and not only that, the question on everyone’s lips these days is the value of the new top level domains for SEO.
Danny Sullivan was right on the mark in his post on SEL when he said that even those $185,000 won’t guarantee that you will get your TLD. After all, it is ICANN that decides who will get domain names like .money or .music, it’s all in their hands. But let’s get back to the subject, the effect of new TLD’s for SEO.
Again, Danny was right; we fail to see how the new TLD’s will affect our SEO efforts. After years .com was number one and remained number one, I simply don’t see anyone taking over that place just because they have a generic brand term in their TLD extension. Consider this, what use does a .bank domain has when your content is bad, your site navigation is confusing, you have duplicate content issues and no quality links? Do you see any benefit there? No, the bottom line is .bank or any other domain will have no influence on the rankings, the ranking factors remain the same and this TLD’s won’t be given any special weight. So if you want to rank high in the SERP you already know what you need to do, and that has nothing to do with spending almost $200,000 on a TLD.
The benefit is clearly there for some, certain brands will be able to protect their names this way and have a clear online identity. Some people will make money by selling domains on their brand TLD’s. It may increase trustworthiness of a website and maybe even increase click-rates, we will have to wait and see. One thing is for sure, internet is full of smart people, someone is bound to make heaps of money from this and maybe even open up a new frontier for everyone.