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New TLDs: A top Online Marketing Opportunity (Den Haag)

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Domain names are essential for a great online strategy that maximizes the ROI. And the new TLDs are a great opportunity to start (or continue) a successful online strategy.

These slides are from a presentation of Ramón Rautenstrauch at Domaining Europe at Den Haag (31st May 2016).

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New TLDs: A top Online Marketing Opportunity (Den Haag)

  1. 1. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch New TLD’s: A top Online Marke:ng Opportunity Ramón Rautenstrauch 1
  2. 2. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch About me RAMÓN RAUTENSTRAUCH •  Online Marke:ng Consultant, Internet Strategist, SEO and Project Manager. •  Passionate about Internet Marke:ng. •  Obsessed with results, leads, conversions and improvement through analysis. •  WordPress Geek. •  I love to live healthy, sustainable and ecological. 2
  3. 3. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch My daily work 3 Online publisher that creates and manages high volume websites Leading Spanish MicrosoQ Dynamics partner
  4. 4. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Our porRolio of developed sites 70% 20% 10% .com Geo New GTLDs 4 Nearly all are EMDs (“Exact Match Domain”) 10% 90% .com New GTLDs More than 50% are EMDs (“Exact Match Domain”) Un:l January 2016: Today:
  5. 5. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Do we need SEO in 2016? 5
  6. 6. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Do we need SEO? 6 Click probability on the first eleven results
  7. 7. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Do we need SEO? 7 Click probability on the first result by country
  8. 8. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch New TLD’s: A top Online Marke:ng Opportunity 8
  9. 9. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch “Not-Coms See Major Boost in Alexa Top 1 Million” •  There are now more than 9.900 not-com web addresses in the Alexa top 1 million. – The number of not-coms in the Alexa top 1 million – a list of the most popular websites based on traffic – increased 30% between February and April of 2016. •  The highest ranked not-com in the Alexa top 1 million is Mabanque.Bnpparibas (Alexa rank of 3.138). 9
  10. 10. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch One example to start: cerrajerosbcn24h.barcelona •  Second result for “locksmiths Barcelona” is a .barcelona domain registered on 6/april/2016: 10 The keyword is: "Cerrajeros Barcelona" ("Locksmiths Barcelona") According to Google AdWords: 3.600 searches/month; high compe::on; Suggested PPC bid: 16,62 €
  11. 11. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch The “EMD” The EMD domains (“Exact Match Domain”) exactly match the keyword a person uses when searching for your content. 11
  12. 12. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Ranking of EMDs •  Historically the domains with keywords have ranked well for them. •  On September 27th 2012 Google launched the: “Exact-Match Domain (EMD) Update” •  In USA, Germany, UK and other countries the EMDs have suffered under this update and some newer updates. •  In Spain even now (over 3 years aQer the update) it s:ll has not been completely applied. 12
  13. 13. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Finding a .com EMD is nearly impossible But there’s a new opportunity: The new TLDs 13
  14. 14. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Some data on new gTLDs 14
  15. 15. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Most popular new gTLDs (on 29/may/2016) .xyz ð 2.789.893 .top ð 2.385.963 .wang (net) ð 1.065.144 .win ð 928.898 .club ð 766.076 .site ð 389.876 .bid ð 360.749 .link ð 333.982 .网址 (web address) ð 330.183 .science ð 310.995 .red ð 307.585 .ren ð 303.915 .online ð 281.719 .party ð 240.793 15
  16. 16. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Most dangerous new GTLDs (3/sep/2015) .review (100.00%) .country (99.97%) .kim (99.74%) .cricket (99.57%) .science (99.35%) .work (98.20%) .party (98.07%) .gq (97.68%) .link (96.98%) 16 gTLDs that the company Blue Coat detected in September 2015 to be used almost exclusively for seung up hosts for spam e-mailing, scams, shady so?ware downloads, malware distribuAon, botnet operaAons and "phishing" aCacks, or other suspicious content.
  17. 17. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch How does Google treat new gTLDs? 17
  18. 18. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch How does Google treat new gTLDs? Official ques:ons and answers from Google (1/3) QUESTION: How do new gTLD influence search? Will Google change algorithms to boost these TLD? ANSWER: In general, our systems treat new gTLD as all other gTLDs, for example, .com and .org. Keywords in the extension of a TLD do not have advantages or disadvantages in search. locksmiths.barcelona 18 X
  19. 19. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Associa:on of a domain with a geographic region Domains not associated with a geographic region by Google (Generic Top Level Domains · gTLDs): .com, .edu, .org, .net, etc. Generic regional top-level domains: Although these domains are associated with a geographical region, they are treated as generic top-level domains : .eu and .asia. Domains that Google associates with a geographic region (Google automa:caly assigns them to a geographic region / country): “Generic Country Code Top Level Domains” (ccTLDs): .es, .de, .it, .pt, .uk, etc. Generic Country Code Top Level Domains (ccTLDs): Google treats some ccTLDs (such as .tv, .me, etc.) as gTLDs, as users and webmasters frequently see these more generic than country-targeted: .ad (Andorra), .as (American Samoa), .bz (Belize), .cc (Territorio australiano de las Islas Cocos – Keeling), .cd (República Democrá:ca del Congo), .co (Colombia),.dj (Yibu:), .fm (Estados Federados de Micronesia, un grupo de islas localizadas en el Océano Pacífico), .io (Territorio Británico en el Océano Índico), .la (Laos), .me (Montenegro), .ms (Montserrat), .nu (Niue), .sc (Seychelles), .sr (Surinam), .su (Unión de Repúblicas Socialistas Sovié:cas), .tv (islas Tuvalu), .tk (archipiélago neozelandés de Tokelau) y .ws (Samoa Occidental) 19
  20. 20. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch How does Google treat new gTLDs? Official ques:ons and answers from Google (2/3) QUESTION: ¿How are city or regional gTLDs managed (for example .london or .bayern)? ANSWER: Although these TLD may seem specific to a region, we will treat them as all other gTLDs. In this way, we remain consistent with how we manage regional TLD like .eu and .asia. There may be some excep:ons to appear in the future as we see how they are used in prac:ce. 20
  21. 21. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch How does Google treat new gTLDs? Official ques:ons and answers from Google (3/3) QUESTION: ¿TLDs like .BRAND will rank be•er than the .com? ANSWER: No. These TLD will be treated as all other gTLD. QUESTION: Will Google help my SEO efforts when moving from a .com to a new TLD? ANSWER: No. These domain migra:ons will be treated as any other domain migra:on. 21
  22. 22. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch 22 Should we focus on new gTLDs?
  23. 23. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch The new domains and the user WE DON’T RECOMMEND TO USE: •  Domain extension in other language than the domain name: AireAcondicionado.jetzt or GafasOnline.directory •  Domain extension not related to domain name: HealthyFood.vote WE LOVE TO USE: •  Geographic domain extension: HealthyFood.Berlin •  Domain extension in another language but that the mayority understands: Mascotas.Love •  Mul`language domain extension: No:cias.Bio y Marke:ng.Online •  Domain name with extension that has a meaning: BestPetFood.shop 23
  24. 24. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Recommenda:on related to new domains If we are going for a new domain like BestPetFood.shop we always recommend to register also BestPetFoodShop.com. 24
  25. 25. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch What we look at when buying new TLD domains •  Price. •  Easy change of ownership. •  Easy change of registra:on data (owner + contacts). •  WHOIS PRIVACY. •  No residency requirements. !!!: There are some domain extensions with special requirements (for example: .organic) which may be complicated to fulfill or seem arbitrary. 25
  26. 26. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Do new GTLDs rank in Google? 26
  27. 27. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Let’s return to the beginning: cerrajerosbcn24h.barcelona •  Second result for “locksmiths Barcelona” is a .barcelona domain registered on 6/april/2016: 27 The keyword is: "Cerrajeros Barcelona" ("Locksmiths Barcelona") According to Google AdWords: 3.600 searches/month; high compe::on; Suggested PPC bid: 16,62 €
  28. 28. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Some experiments / examples of the ranking of new TLDs Two EMD with different extensions Six .barcelona domains 28
  29. 29. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch EXAMPLE 1: Rankings of two EMDs with different extensions .:enda (:enda = shop) .online The keyword is: Cerrajeros Mallorca (“Locksmiths Mallorca”). According to Google AdWords: 720 searches/month; medium compe::on; Suggested PPC bid: 0,97 € 29
  30. 30. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Cerrajeros Mallorca (“Locksmiths Mallorca”) •  Two websites on EMD domains with different extensions created on 2/12/2015: –  CerrajerosMallorca.`enda (:enda = shop) •  3.297 words op:mized for the main keyword: “Cerrajeros Mallorca”. •  The text contains related keywords and variants of the main keyword. •  8 op:mized images. •  2 outgoing links to authority websites. –  CerrajerosMallorca.online •  1.629 words op:mized for the main keyword: “Cerrajeros Mallorca”. •  The text contains related keywords and variants of the main keyword. •  5 op:mized images. •  2 outgoing links to authority websites. 30
  31. 31. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Cerrajeros Mallorca (“Locksmiths Mallorca”) •  Both websites are op:mized with the TF*IDF (WDF*IDF) tool of Onpage.org –  With the TF*IDF formula, you can iden:fy in which propor:on certain words within a page of a website are weighted compared to all compe:ng pages on other domains. –  This formula can be used for OnPage op:miza:on in order to increase a website’s relevance in search engines. –  TF is short for “Term Frequency” (also called WDF = “Within Document Frequency”) •  Refers to the frequency of a keyword within a single document. –  IDF = Inverse Document Frequency •  The IDF determines a text’s relevancy with regard to a certain keyword compared to other texts / pages. –  TF*IDF •  The mul:plied formulas show a page’s rela:ve term evalua:on compared to all poten:ally compe:ng pages containing the same keyword. •  There is no “perfect value”, but you always have to keep under the “spam-line” 31
  32. 32. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch 32 Cerrajeros Mallorca (“Locksmiths Mallorca”)
  33. 33. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch 33 Cerrajeros Mallorca (“Locksmiths Mallorca”)
  34. 34. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Cerrajeros Mallorca (“Locksmiths Mallorca”) •  Rankings 27/05/2016: –  Google: •  .Tienda: 15 •  .Online: 22 –  Bing: •  .Tienda: 10 •  .Online: 16 –  DuckDuckGo: •  .Tienda: 5 •  .Online: 3 34
  35. 35. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch EXAMPLE 2: .barcelona Domains 35 •  alarmas.barcelona (“Alarms Barcelona”): –  110 searches/month; medium compe::on; Suggested PPC bid: 4,00 € •  antenista.barcelona (“Antenna installers Barcelona”): –  140 searches/month; medium compe::on; Suggested PPC bid: 1,82 € •  electricista.barcelona (“Electricians Barcelona”): –  480 searches/month; high compe::on; Suggested PPC bid: 3,71 € •  fontaneros.barcelona (“Plumbers Barcelona”): –  390 searches/month; medium compe::on; Suggested PPC bid: 3,90 € •  lampistas.barcelona (“Plumbers Barcelona”): –  140 searches/month; medium compe::on; Suggested PPC bid: 2,98 € •  cerrajeros.barcelona (“Locksmiths Barcelona”): –  3.600 searches/month; high compe::on; Suggested PPC bid: 16,62 €
  36. 36. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Rankings in Google of domains with city extension .barcelona •  6 .barccelona websites created on 13/04/2016. •  They have one post with 7.000 words including op:mized images and social media accounts. •  The outgoing links go to online newspapers, Wikipedia, Chamber of Commerce and the Barcelona's town hall. 36
  37. 37. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Rankings in Google of domains with city extension .barcelona •  alarmas.barcelona (“Alarms Barcelona”) –  Keyword: alarmas barcelona –  25/04/2016: Page 6 –  27/05/2016: Page 4 (Bing: 3rd result; DuckDuckGo: 1st result) •  antenista.barcelona (“Antenna installers Barcelona”) –  Keyword: antenista en barcelona –  25/04/2016: Page 3 –  27/05/2016: Page 3 (Bing: 10th result; DuckDuckGo: Page 2) •  electricista.barcelona (“Electricians Barcelona”) –  Keyword: electricistas barcelona –  25/04/2016: Page 6 –  27/05/2016: Page 6 (Bing: 7th result; DuckDuckGo: n/a) 37
  38. 38. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Rankings in Google of domains with city extension .barcelona •  fontaneros.barcelona (“Plumbers Barcelona”) –  Keyword: fontaneros barcelona –  25/04/2016: Page 5 –  27/05/2016: Page 3 (Bing: 5th result; DuckDuckGo: 2nd result) •  lampistas.barcelona (“Plumbers Barcelona”) –  Keyword: lampistas barcelona –  25/04/2016: Page 3 –  27/05/2016: Page 3 (Bing: 7th result; DuckDuckGo: n/a) •  cerrajeros.barcelona (“Locksmiths Barcelona”) –  Keyword: cerrajeros barcelona –  25/04/2016: Not in first 10 pages. –  27/05/2016: Not in first 10 pages (Bing: Page 2; DuckDuckGo: Page 2) 38
  39. 39. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch The tools we use in our daily SEO workflow 39 * * * * *
  40. 40. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch The new GTLDs are an opportunity to own great domains. 40
  41. 41. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Some data to finish “Generic Country Code Top Level Domains” per company: –  Germany: .de ð 7,5 domains per company. –  Spain: .es ð 0,7 domains per company. “Generic Country Code Top Level Domains” per 100 ci`zens: –  Holand: .nl ð 91 domains each 100 ci:zens –  Spain: .es ð 3 domains each 100 ci:zens 41 ata taken from the presenta:on of Jaime Ferrer for SEMRush (Domain Marke:ng: the Importance of Internet Domains)
  42. 42. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Thank you. 42 Ramón Rautenstrauch hola@ramon.marke:ng @ramonrauten es.linkedin.com/in/ramonrautenstrauch
  43. 43. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Data sources Our blogs: apasionados.es/blog/ & ApasionadosDelMarke:ng.es Sources of the slide data: 9: www.donuts.domains/donuts-media/blog/not-coms-see-major-boost-in-alexa-top-1-million 12: moz.com/google-algorithm-change y www.damcu.es/estudio-sobre-exact-match-domain-y-su-repercusion-en-las-serps/ 13: www.entorno.es/dominios_gtld.php y www.dondominio.com/products/domains/new-gtlds/ 15: namestat.org/ 16: arstechnica.com/security/2015/09/many-new-top-level-domains-have-become-internets-bad- neighborhoods/ 19: www.apasionadosdelmarke:ng.es/dominios-que-google-no-geolocaliza-automa:camente/ y support.google.com/webmasters/answer/1347922 17, 18, 19 & 20: apasionados.es/blog/nuevos-dominios-gtld-versus-google-7014/ y googlewebmaster-es.blogspot.com.br/2015/07/ges:on-de-google-de-los-nuevos.html 21: www.dominios.es y www.denic.de/hintergrund/sta:s:ken.html 39: es.semrush.com, www.linkresearchtools.com, ahrefs.com, es.onpage.org, www.xovi.com/es/, majes:c.com, www.searchmetrics.com y www.sistrix.es. 41: es.semrush.com/webinars/marke:ng-por-dominios-la-importancia-de-los-dominios-en-internet/ 43
  44. 44. #DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch Image credits: Shu•erstock 01, 08: 286799813 (PHOTOCREO) 02: 109972142 (Digital_Art) 03: 146757722 (wongwean) 04: 81103063 (alphaspirit) 05, 06, 07: 83661862 (Ozerov Alex.) 09: 408073174 (paprica home) 10, 27, 34-38: 299891315 (Ekaterina Pokrovsky) 11: 92143561 (Digital Storm) 12: 112158140 (Toria) 13: 138463640 (solarseven) 14, 15: 142868230 (Sean) 16: 253413775 (gual:ero boffi) 19: 283947341 (asharkyu) 17, 18, 20, 21: 232362679 (Yeamake) 23: 114202915 (Görsel Kodu) 22: 170386841 (alphaspirit) 24: 93910336 (nmedia) 25: 164095763 (ra2studio) 26: 155738807 (Tashatuvango) 28: 224435719 (Daxiao Produc:ons) 29-34: 137707772 (Patryk Kosmider) 41: 232614019 (ra2studio) 39, 43: 66539941 (Piyato) 40: 55704217 (Paul Laragy) 42: 128724608 (Dudarev Mikhail) 44: 245365369 44

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