It’s been a long time coming, but the era of domain name extensions with no requirement for character limits is here. New gTLDs are now open to unprecedented levels of competition and this could mean cheaper domains in the future.
There are still a lot of wonderful new domain names available on the new global top-level domains (gTLDs), either to register for the first time or to acquire already registered. I see a lot of lost possibilities for small, medium, and big businesses.
And I understand why businesses are hesitant to invest in these new top-level domains. On the other hand, there are instances when I don’t.
Let’s look at the benefits and drawbacks, as well as the risks of not investing and the prospects presented by the new gTLDs.
So, why should you buy a domain name with a new gTLD?
There are various reasons why you should not invest, the most important of which is financial. Yes, domain names are expensive, particularly over time, and unless you have a specific reason for purchasing a domain name, it is easy to become sidetracked and purchase an excessive number of useless domain names. This is a common occurrence, and it may cause many businesses to be hesitant to invest in new gTLDs.
New top domain names, on the other hand, provide up new possibilities: a new way to express your brand to everyone, a new way to motivate your staff, a new way to demonstrate your company’s market authority, and so on.
It’s common to invest in new office space, a new business vehicle, a new phone contract, a new computer, a new employee, a conference booth, a television, newspaper, or search engine ad, and so on as an internet company grows. And any of these business actions are analogous to purchasing a desirable exact match keyword domain name and investing in its performance in order to expand the company.
So, what are the major reasons for purchasing a domain name in the first place?
Domain names are often purchased for one or more of the following reasons:
Preventing your competitors from purchasing the domain name and using it to harm your company in some way.
Offering specialized features on a distinct domain name to expand your company.
Branding is important to ensure that your customers remember your company.
To detect misspellings of your company’s name.
Protecting future potential development chances by registering domain names for particular items (which do not yet have their own dedicated websites) or related services that your firm may not currently provide, but may in the future.
Rebranding is the process of securing potential names for the corporation or business to rebrand in the future.
Shorter versions for URL redirectors, social media campaigns, or keyword-rich domains for increased CTRs and conversions with PPC and SEO
Because the domain name appeals to the company’s management.
For type-in traffic that could be relevant.
These are just a few of the numerous reasons why people register domain names, but there are many more.
Why should I worry about PPC and SEO with the new gTLDs, since exact match keyword domain names don’t receive a ranking increase in Google organic search?
It is true that any ranking boost that may have happened in the past does not apply to the signals on your website currently. In the perspective of search engines, each gTLD domain name must establish the same reputation as any other newly registered domain name, such as on the dot-com.
Having an appealing exact match keyword domain name, on the other hand, may considerably aid in controlling consumer expectations in Google search results, whether paid or organic. These frequently result in higher click-through rates and more favorable user signals, which are considerations in both organic and paid search engines.
For example, I worked on their website with a business colleague, who will stay anonymous but enabled me to disclose certain figures, with whom I ran a test for a new generic keyword gTLD domain name. The experiment was not scientifically validated, as a disclaimer.
We discovered that the CTR in PPC campaigns improved by 43%, total conversions climbed by 17%, overall cost per click decreased by 27%, and the average position increased to the top spots.
And all we did was use the same campaign parameters as before, but with a different display URL, which was the new keyword-rich gTLD domain name.
We transitioned a portion of the website to the new keyword-rich domain name after seeing the success in PPC, and after a few months, overall CTR in Google Search Console increased by an average of 21% for related keywords (especially the primary keyword), bounce rates in Google Analytics decreased by an average of 14%, and overall conversions increased by an average of 11%.
Again, this was simply one case study, with no assurances and no scientific rigor, focusing on the difference between a brand domain and a keyword-rich exact match new gTLD domain name, and although other variables may have contributed to the positive improvements, it is difficult to dismiss the gains.
When attempting to duplicate this feat, bear in mind that relocating material to a different site may incur extra SEO costs (temporarily decreased visibility in organic search). And, although this is something to be aware of, making a change may be highly helpful.
Consider what an increase of 17% in revenue might mean for your company. How long will it take for an appealing exact match keyword gTLD domain name with a price tag of less than six figures to recoup its original investment? How much money can be saved in PPC ads by lowering the cost per click?
Why should my firm invest in new gTLDs when we already possess a lot of long-tail keyword domain names on nation level TLDs or dot-com?
So, if your organization, for example, purchased a big number of two, three, and/or four keyword domain names on dot-com that are unused, I propose that you start monitoring the type-in traffic to these domain names. Check how many people each month come to your company’s website through those domain names, and how many of them convert.
Be picky about which ones you renew over time, and don’t be afraid to delete domain names that don’t work for you or if your firm has changed its focus.
If you possess a generic dot-com, you already know that the long-term value of this domain name is well worth the investment. While most generic dot-com domain names are gone or for sale in the high six digits to seven or eight digits, most new gTLDs cost a fraction of that and are often available or for sale in the three to six figures.
Can your organization really afford to lose out on potentially shorter, more converting, and more memorable domain names that cost a fraction of the price of a generic dot-com for the same keywords?
Or do you want to give anybody, including your rivals, the chance to register the domain name and create a competitive website?
But, because new gTLDs are more costly and aren’t yet widely used, why waste money on them?
True, annual renewal prices for country codes and old global level domain names (such as dot-com, dot-net, and dot-org) may be much lower over time.
However, it’s worth noting that the cost of registering a dot-com name was much higher 20 years ago, and that the cost of purchasing an existing generic dot-com domain name is sometimes several times more than the cost of registering a new gTLD domain name. Renewal fees for new gTLDs are projected to fall over time and become comparable to existing domain names.
As more individuals realize the possibilities, registration rates for new gTLDs are falling, but purchase prices for desirable commercial exact match keyword domain names are rising.
An example of a sales form failing to authenticate an email address using a gTLD that has about 17 thousand registrations and has been operating for roughly three years.
It’s crucial to remember, though, that the early bird gets the worm, and early birds frequently have an edge. Currently, the cost of acquiring a generic keyword dot-com domain name is expensive, but the cost of acquiring the same exact match keyword in a new gTLD is anticipated to be cheap, so why wait till the new gTLDs reach equivalent prices? It’s now or never to get those keyword-rich gTLD domain names before your rivals do. Prices will only rise if you wait.
My generic keyword domain name on the new gTLDs is no longer available, but I have a trademark. Why wasn’t my trademark protecting me?
There was a dawn period for trademark owners at the debut of most new gTLDs. In addition to the sunrise period, most registers provided uniform mechanisms for securing or preventing the registration of specific trademarked words by third parties. Most registries also offered a landrush period during which a new gTLD domain name could be purchased earlier but at a higher price, giving trademark owners who did not file their trademark on time or who do not have full trademark protection for legal reasons another chance to secure the domain name.
After all of this, most registries follow a “first come, first served” approach, which is standard for most worldwide TLDs such as dot-com and dot-org. Anyone may register the domain name at this stage, however depending on the domain name’s premium level, they may still have to pay a large sum in renewal and/or purchase expenses.
With the new gTLDs, however, trademarks do not provide automatic protection. It’s easy to overlook the fact that the TLD portion of a domain name is unlikely to be evaluated for trademark purposes. This implies that if your firm holds a trademark for DIGITAL MARKETING, your trademark is unlikely to cover the domain name DIGITAL.MARKETING since the trademark would only cover “digital” and not “.marketing.”
This means that if a (fictitious) company owns the trademark for the term “money loans” and their (fictitious) website is “money-loans.com,” it might be smarter to buy “money.loans” for a four-digit price, as any trademark claims for this domain name are unlikely to hold up, and any legal fees would be better spent on acquiring the exact match keyword domain name.
Note that I am not a lawyer, and some of this may still need to be proven in court, but given the opportunities provided by registries to trademark holders, regional laws that may play a limiting role – for example, does your trademark include the geographic area of the current domain name holder – and the “first come, first served” principle, a lawsuit may be unlikely to be less expensive than simply purchasing the domain name up to 6 digits.
In such instance, my advice is to take the risk and just purchase the domain name.
Why are keyword-rich new gTLD domain names worth paying up to six figures for?
The majority of keyword-rich exact match new gTLD domain names sell for three, four, or five figures in dollars, pounds, and/or euros. This is often compared to:
Three figures are comparable to the cost of a new Google Pixel phone, a new computer, a television set, and so on.
Four and five digits are comparable to a single employee’s annual pay, the cost of a single expo or conference stand or sponsorship package, a one-month PPC budget, or a corporate automobile, for example.
For small, medium, and big businesses equally, the costs are likely to be minimal in contrast to the marketing potential. Especially when you consider that most domain name renewal charges are a small percentage of any marketing budget, and you may reap the benefits of domain name marketing for decades. A sponsorship package at a single conference is unlikely to give your company with long-term development potential, but the appropriate domain name may.
Keyword-rich equivalent exact match dot-com domain names sometimes sell for six figures or more. So, which of the following is more costly, and which do you desire or can afford: digital.marketing or digitalmarketing.com, digital.photography or digitalphotography.com, Cheap.Flights or cheapflights.com?
So, which names should I pay attention to? My business does not want to throw money away.
That’s a great topic, and I’d suggest looking at the core general keywords you’re aiming to rank for or bid on in PPC ads in search engines, as well as the keywords that converting visitors use to reach your business. To give you a few instances, consider the following:
Buy.Jewelry can be interesting for a company such as Tiffany & Co;
Customer. Any major firm or support platform may find assistance appealing.
Any digital marketing agency may find digital marketing fascinating.
Any direct marketing organization may find direct marketing to be attractive.
Easy. For a firm like easymoney.com or transferwise.com, money might be appealing.
A firm like 9flats.com or AirBnB would be interested in Holiday.Apartments.
LastMinute. For a firm like skyscanner.net, cheapflights.com, or lastminute.com, flights may be fascinating.
London. Any tour operator in London may find tours fascinating.
Any SEA/PPC agency could be interested in PPC.Marketing.
Rooms.London, Rooms.New York, and Rooms In any of these places, Berlin may be an intriguing location for a room/flat sharing website.
Any SEM agency could be interested in SEM.Services.
WeightLoss. Any beauty clinic could be interested in surgery.
Is there anything more I can say? Some businesses have already begun to use new gTLDs, such as:
And there are many more… Is it possible for you to avoid becoming one of them?
Remember to concentrate on the important money keywords when investing in a gTLD domain name and avoid becoming sidetracked by comparable but ugly domain names, such as holidays.apartments or 1sem.services. Keep your money aside for those really appealing exact match keyword gTLD domain names.
If you’re unsure if a name is available for your budget, contact the domain owner and inquire for a price or make an offer. In most circumstances, costs may be negotiated, just like any other TLD.
Now is the best time to get a good deal on your new exact match keyword gTLD domain names. Concentrate on your core money keywords and purchase them immediately, before prices rise or your competition outperform you. New gTLDs are here to stay, and if your business is doing well and expanding, it would be foolish not to plan for the future.