Debunking common myths of new tlds
1th August 2016
Although they are becoming increasingly popular, Top Level Domains (TLDs) are still a new concept for the majority of businesses. Many are still in the dark about the benefits of new TLDs and how to extract value for business. Here are five of the most common misconceptions that people tend to have about new TLDs and a few ideas around how your business can get ahead by leveraging a new domain name.
MYTH 1: YOU NEED TO CHOOSE BETWEEN YOUR LEGACY DOMAIN NAME AND A NEW TLD
Not at all. If you decide that a new TLD fits in with your company’s strategy, you can keep your website at its current address and redirect your new domain name to your existing site. New TLDs can also be used for marketing campaigns, to elevate and promote a particular product line and engage in a defined marketing strategy.
A good example is IG Group, parent company of Boston Ivy, which has its main website sitting on IG.com, but it also leverages its websites IG.forex and IG.spreadbetting to showcase those particular product offerings. IG has also recently launched learn.spreadbetting for client education and acquisition purposes.
Other companies might prefer to completely switch over to a new domain, however in doing so, it is best to follow some established best practices for website migration.
MYTH 3: NEW TLDS AUTOMATICALLY GIVE YOU SEARCH RANKING ADVANTAGE
There is no evidence to suggest that new TLDs alone will improve search rankings in the absence of good, relevant content.
However, TLDs like .Forex, that are exact matches for search keywords, can provide a company with extra ammunition, and it seems logical that quality websites on these domains will gain an advantage in search results.
In addition, sites that sit on ‘validated’ TLDs (TLDs which have pre-registration eligibility requirements) such as .CFD [“Contracts for Difference”] and .Spreadbetting, are almost guaranteed to have highly relevant content, which search engines value greatly.
MYTH 4: NEW TLDS ARE UNSTABLE AND UNRELIABLE
Registries running new TLDs must first undergo a rigorous application process with ICANN, which questions and confirms each Registry’s financial and technical stability in addition to the long term plans for the TLD in question. ICANN also continuously monitors activity in the Domain Name System and compliance of all its contacted parties.
MYTH 5: NEW TLDS ARE MAINLY FOR DOMAIN SPECULATION
Domain speculation will always occur to some extent in the TLD sphere, however, many new TLDs have eligibility requirements, which will help minimise this practice.
It is also important to note that new Registries engage in abuse monitoring and apply an Acceptable Use Policy as well as other Policies which help limit the possibilities for nefarious behaviour.
USING TLDS TO CREATE VALUE
Many Registries, such as Boston Ivy, aim to build value in their TLDs and rather than chasing high volumes of registrations, they are focused on creating online communities and ecosystems with quality domain registrations.
For example, niche TLDs such as .Forex, are targeted at very specific audiences [in this case, foreign exchange providers]. Some TLDs such as .Spreadbetting and .CFD are not only niche, but come with eligibility requirements for those who wish to acquire them – in these cases, regulatory credentials from a financial regulator. As such, you will not see an infiltration of these TLDs in the online world but rather these TLDs will have value for the targeted audiences.