eightbitbrand The Internet

New gTLD’s and what .anything domains mean for you.

Each domain or gTLD (global top-level domain) has a meaning. .com is a short version of “company”, used in America primarily. .co.uk is specific for companies in the UK, .net in a shortened version of network, and .org means organisation used a lot by charities.

You may already have your domain after looking through this lot, but now you might be wondering about what the new gTLDs mean for you and your business. Most importantly you are wondering whether you should invest in one of the new fancy ones.

Before we get started, if you want to see a list of all the new options there is a full and regularly updated list on ICANN

What are the advantages of having your domain as a new gTLD.

Each domain that exists has a target geographical location, this is why it’s important for SEO purposes to pick the domain that fits your location – if you are in the UK for example, you would pick .co.uk or .com.uk over .com because the former is targeted to the UK and are taken as more relevant rankings here than they are in America.

The new ones don’t have such a restriction and can be used generically across the globe. For the moment as well, they give you a little bit of uniqueness because not many people will be using the newer and more expensive gTLDs.

There is a good local aspect too, if you are in one of the major cities you can apply for one of their domains like .nyc, .miami, .melnbourne, and many others. So even though you lose your country preference, you gain local.

But mostly these new domains are about brand protection over anything else.

So what about .everything and what does that mean for domain buying?

The new domains open up a whole new space for brand new domains, things like .books, .guru, .ninja, and many more. But it does make purchasing a domain becomes a bit more complex because you have to figure out what one would work for you.

It also gives your business a little bit of flair. People are so used to seeing the regular domains that if you use something else then you will definitely stand out a bit more. It also helps you categorise your business if your name doesn’t relate to what you do.

A screenshot of the varying costs in gTLDs (or domains) you can now buy. Ranging from a few pound to over £90.

These new gTLDs can be a bit more expensive than the normal ones though, ranging from the low price of £10 a year to £100 or even £1000. A lot of the larger companies paid billions to get their names as gTLDs, including .google, .amazon, and .apple.

They are also hard to get, some of the domain buyers were big companies who haven’t started selling them to the general public yet.

So what do you buy?

Right now, I don’t think they are worth a huge investment. Unless you find something really unique that will give you a good return in a few years. The major downside of using one of the new domains instead of the regular old ones, is I have found there is less trust in them.

Because less people know things like .solutions exist, it means people are less likely to trust them when they see them. But this trust is growing now governments and major organisations are starting to use them (gov.scot for example).

Some key takeaways:

  1. There are no geographical location preferences for the new gTLDs, which means you won’t get a priority in certain countries. This might be an advantage if you are a global company.
  2. They are really expensive – you really need to work out if they are worth the extra money, sometimes a couple of hundred, or whether it’s better to just use one of the regular TLDs.
  3. A lot of people still don’t know about them or trust them, even though businesses and government organisations are using them. People still don’t understand them enough to use them regularly.