Jul 05 2011

ICAAN’s New Ruling on Top Level Domains & How TLDs Cannot Be a Valuable SEO Tool

ICANN (Internet Corporation for Assigned Names and Numbers) recently voted and subsequently agreed that companies can create new Top Level Domains for their websites. Similar to most changes and innovations on the Web, this has sent ripples through the digital marketing world already, enflaming imaginations as to what this may mean in terms of Search Engine Optimisation possibilities. However, before we all get too excited, it is important to consider a few very important factors.

Obviously it would be very cool indeed to own yourbusinessname.success as opposed to the normal .com, .co.uk or other regional variation TLDs. Unfortunately with this new innovation comes quite a hefty price. Early indications suggest that the application process for a new TLD will cost around $185,000, which is certainly a steep price to pay in anyone’s opinion.

According to Sean, of SEO Philippines, such a price tag will undoubtedly not sit will with the CEOs of all but the largest international brands (so expect to see your favourite soft-drink/chocolate/car manufacturer producers adopt new TLDs soon!). On the off-chance that you have a spare $185,000 sitting in your bank account and wish to apply for a new TLD you might be interested in what SEO benefits you might receive for your investment. Although we cannot be 100% sure, it seems that there will be little or no benefit at all.

We all know that Google look for relevancy above the vast majority of factors when indexing sites, but it seems incredibly doubtful that having your keyword as your TLD will mean that you rank highly for that keyword. If there is one thing we all have learnt from the recent Panda/Farmer updates, its that you cannot buy your way to the top with underhand tactics, so before all the regular wailing and gnashing of teeth begins; the SEO game has not changed!

Whilst it is beneficial to have your keyword as part of your domain name, e.g. davesweedkillerspray.com, it seems there will be little or no SEO benefit in purchasing davesweedkillerspray.weedkiller.

I come to this conclusion purely because what would stop a quick-off-the-mark marketer in buying up some brand/trademark TLDs and ranking above them for a less relevant website? Google doesn’t allow that now and the advent of new TLDs is extremely unlikely to change this in the future.

So before you make that application to ICANN, remember that the purchase of the new TLDs may look cool and be a good branding tool, but don’t expect it to help you in the rankings at all, because it is very doubtful that it will

Peter Ridgard is an SEO Specialist for Bluesky Interactive, providing digital marketing solutions to the automotive industry.

5 Responses to “ICAAN’s New Ruling on Top Level Domains & How TLDs Cannot Be a Valuable SEO Tool”

  1. Dashworlds says:
    July 5, 2011 at 12:16 pm

    New ICANN TLDs….But Not For You….

    As ICANN won’t even consider applications from individuals or sole proprietorships, effectively ignoring the interests and needs of the majority of Internet users worldwide. Add to this equation non-refundable fees of $185,000 per TLD (plus potentially unlimited annual costs/expenses) and how many new ICANN TLDs will actually be launched?

    ICANN’s main aims are to convince Internet users that they’re the only game in town and then try to herd everyone into a tiny part of an otherwise infinite universe. In this respect, ICANN has been quite successful. However, it’s rather like telling people that the only place they can shop on the entire planet is your local Safeway (not that one…the other one) and that really…..really, there’s nowhere else to go. Of course this is sheer nonsense and it’s understandable that people are starting to use Alternatives.

    Anyone can now create their own set of Top Level Domains at no cost and without reference to ICANN, simply by opting to register NON-ICANN Dashcom (not Dotcom) domain names. Dashcoms are highly memorable & relevant web addresses such as “business-com”, “music-store”, “basket-ball” or “seo-tips”. Now available in any language or text, even Facebook Emoticons can be used (eg: musical notes “??-??”).

    Here is a part of the Internet that’s totally outside ICANN’s control yet able to exist quite happily alongside it. At present, resolution is via an APP, but new ISP links are coming online to negate that need.

    It’s only a matter of time before other new options surface, and none of them will have anything to with ICANN.

  2. Katerine says:
    July 5, 2011 at 1:43 pm

    Interested in what SEO benefits you might receive for your investment. Although we cannot be 100% sure, it seems that there will be little or no benefit at all.

    ICANN (Internet Corporation for Assigned Names and Numbers) innovations on the Web,ripples through the digital marketing world already, enflaming imaginations as to what this may mean in terms of Search Engine.i am looking forward to more of your blog.Thanks!

  3. Evan Griffin says:
    July 6, 2011 at 3:11 am

    I don’t know if I will be happy or not with this news…Anyway, thanks for the post because you helped me a lot…

  4. Linda D. Morehouse says:
    July 22, 2011 at 4:28 pm

    Thank you for sharing this article. love it!

  5. Robin says:
    August 10, 2011 at 2:39 am

    This articles lets me know more about ICAAN’s new rule…I am planning to have an application to ICAAN and I should remember this article…