addresses registered in new gTLDs are holding their own against—and in some
cases outperforming—comparable addresses registered in legacy domains like
.COM, according to new data that provides the best window yet into the
operational functionality of new gTLD addresses.
question on everyone’s mind in the run up to new gTLDs was: how would new
domains perform in the wild against legacy domains on the key criteria of
search? Even though Donuts bet on the hypothesis that new gTLDs would be better
than their limited and outdated legacy counterparts by virtually every measure,
we could not be sure how new domains would perform in search until we began to
see them in use. Now, less than a year after the public availability of the
first-launched gTLDs, we’re getting early indications of just how effective new
gTLDs can be.
recent studies and data analyses by search experts and domain investors
studying new gTLD performance suggest that the first generation of new gTLD
addresses are either matching or outperforming legacy gTLDs and ccTLDs in
company Total Websites published the results of a series of targeted case
studies on keyword-rich domains registered in new gTLDs and found “it’s clear
to see that new gTLD domains do boost SEO rankings.”
an interview on Reddit, Globerunner’s SEO Expert Bill Hartzer remarked on his
own qualitative and quantitative analysis of new domain performance:
on the New gTLD vs. Dot Com research that I did, Google tends to prefer the new
gTLDs versus the .com, at least in Google AdWords. In fact, they gave the new
gTLDs we tested more impressions for less money. And new gTLDs convert just as
well as a traditional .com domain.”
German SEO pros Searchmetrics conducted an apples-to-apples comparison of new
domain addresses vs. legacy ccTLD addresses and found that, on average, .BERLIN
addresses show up 1.18 spots higher in search results than comparable .de
supporting this research we see additional marketplace evidence that new gTLDs
brand TLDs score highly in search: www.newgtld.report
races up Google’s rankings: www.thedomains.com
and more new domains enter Alexa’s Top 1M: www.domainpunch.com/tlds
it’s still early in the life cycle of new domains to make definitive statements
about their performance, and reading Google’s SEO tea leaves is notoriously
difficult, but the data so far paints a very encouraging picture for the
millions of users who have already registered new gTLD names, and the millions
more that are soon to follow.
also encouraging to us that Amazon and Google applied to operate almost 200 new
gTLDs. These are savvy Internet companies who obviously understand search and
have concluded that new gTLDs will perform very well.
all of the researchers noted that the current crop of new gTLD names is
extremely keyword rich—both before and after the dot—a factor that no doubt
plays a pivotal role in their search boost. But while that keyword richness may
be one of several major drivers in the success of early adopter new domains, it
is also a factor that won’t change anytime soon.
value proposition of new gTLDs is that they provide real semantic value and
relieve the artificial scarcity that has stultified the legacy namespace for
more than a decade. Even as new gTLDs grow exponentially in popularity, we are
many years away from any scenario in which registrants have difficulty finding
available, keyword-rich names in the new gTLD space.
thing is clear though, if these search engine trends continue, even before the
most appealing of the new gTLDs hit the market, 2015 shapes up to be a
record-breaking year for the global Domain Name System.