On June 13 of this year, the Internet Corporation for Assigned Names and Numbers (ICANN) revealed the 1,930 applications received for the creation of new general Top Level Domains (gTLD’s). You may be wondering what this has to do with you, or what it even means.
Every website URL is made up of three pieces: www.third.second.top. Applications have been sent in for the right to own and build a business around the top of the domain. Examples of these are .net, .com, and .gov. However, as the internet grows, so does the need for more domain space; with little space left to evolve, ICANN has accepted applications to enable this rapid growth of the internet space.
Though you likely did not apply, as this application process is for companies ready to build a technical business out of their new top level domain, it can still be a valuable asset to your business. NewgLTDsite.com suggests, “This dramatic increase in the number of gTLDs will have far reaching implications. Every internet user will be impacted, especially businesses small to large.” Starting as soon as March 2013, businesses could have a significant number of new LTD’s to choose from. So, how does this affect you?
Right now you have 21 TLDs to choose from, such as .net and .org. With few options to choose from, internet service providers are making businesses pay a premium for a good .com, as most are already taken. With hundreds of more options to choose from, you make the most of your domain name for less time and money.
* Cost savings: With more options to choose from, you’ll pay less to make the impression necessary with your domain name.
Right now, you have to be creative enough with your domain name to brand yourself in 63 characters or less. However, with a surge of new TLDs, your business can position your domain name in a way that is more effective by tying it to the business you’re involved in.
* Naming opportunities: Oftentimes, a domain that reads: yourbusinessname.com is already taken. When that happens, you’re forced to become incredibly creative in order to tie your domain to your business successfully. Being able to choose from TLD’s such as .bank, .film, etc. will give you the opportunity to associate yourself with the business you’re in, making the branding process easier.
In this competitive internet marketing game, you can use any opportunity to stand apart from your competition; the new TLD’s will allow you to do just that. By enhancing your domain with a specific industry or location, customers will have an easier time finding you with even the most generic searches. This also allows you to focus your company right in the URL, which allows Google to present more relevant search results to the people who want them.
Though you may not have a stake in the application process, the new surge of gLTDs in 2013 will be a huge game changer for every business online. Be sure to watch for the final decisions in the coming months to see how your business can take advantage of the changes.
Jessica Sanders is an avid small business writer touching on topics that range from social media to web design. She is a professional blogger and web content writer for ResourceNation.com.