This article first appeared on B&T.
In today’s world of e-commerce, SEO and digital marketing, businesses understand the value of a recognisable and ‘searchable’ online presence.
But with over 280 million web addresses registered worldwide and all four letter .com combinations already taken, finding an available domain name that succinctly and accurately describes your business can be tough.
1. Get the domain name you wanted
Melbourne’s iconic Flower Drum restaurant was previously using the clunky and hard to remember www.flower-drum.com web address.
By adopting a .melbourne domain name and moving to www.flowerdrum.melbourne, they were able to claim the exact name they wanted which was far more memorable and to-the-point.
2. Dominate market verticals
Domain names such as www.cafe.melbourne, www.electrician.sydney or www.bars.melbourne will be snapped up quickly by innovative businesses.
Will Bakers Delight or Brumby’s get www.baker.sydney? Will it be Avis, Hertz, Thrifty or Budget that gets www.carrental.melbourne?
3. Search Engine Optimisation (SEO)
A recent independent research study into the SEO impact of new domain names has found they can improve your position in search results.
German SEO specialists Searchmetrics compared search results in Berlin between .berlin domain names, their German .com equivalents and local .de domain names. The researchers found .berlin domains outperformed their competitors in 42% of searches, more than any other domain suffix. They achieved an average local ranking advantage of 1.18 positions.
Furthermore, Google’s Chief Information Officer, Ben Fried, presented on new domain names at the Google I/O conference in June 2014. He said:
“We’re really committed to making sure Google search works fantastically well across the whole 1,400 new Top-Level Domains that are going to come out…
“I think we’re all going to see how this plays out as these domains get adopted and used. Google search isn’t about favouring one Top-Level Domain over the other. It’s about allowing people to find things on the Internet. We hope that the new Top-Level Domains makes those things more memorable, makes them more meaningful, gives people better naming choices. But we don’t intend to have that have a negative effect on search ability…”
4. Brand and message recall
Take advertisements for example. You no longer need to include .com, .net or hyphens in your web address calls to action, which add no value to the campaign.
This can lead to greater message recall and increased engagement with your audience.
5. Improved trust and security
.com has little authority nowadays. Anyone can own a .com and this leads to a number of security and trust issues. Internet users have little insight into where a .com-based business is physically located or who is behind the website.
New domain names such as .melbourne and .sydney provide an unprecedented opportunity to get the domain name you want, specifically target your local audience and own your market vertical online.