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

#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

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

My daily work
3

Online publisher that
creates and manages high
volume websites

Leading Spanish MicrosoQ
Dynamics partner

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:

Do we need
SEO in 2016?
5

Do we need SEO?
6
Click probability on the ﬁrst
eleven results

Do we need SEO?
7
Click probability on the ﬁrst result by country

New TLD’s: A top Online
Marke:ng Opportunity
8

“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

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 €

The “EMD”
The EMD domains (“Exact Match Domain”)
exactly match the keyword a person uses when
searching for your content.
11

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

Finding a .com EMD is
nearly impossible
But there’s a new opportunity:
The new TLDs
13

Some data
on new
gTLDs
14

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

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.

How does
Google
treat new
gTLDs?
17

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

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

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

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

#DomainingEurope Ramón Rautenstrauch · hola@ramon.marke:ng · @RamonRauten · es.linkedin.com/in/ramonrautenstrauch 22
Should we focus on new gTLDs?

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

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

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

Do new
GTLDs rank
in Google?
26

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 €

Some experiments / examples
of the ranking of new TLDs
Two EMD with diﬀerent extensions
Six .barcelona domains

28

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

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

Cerrajeros 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

Cerrajeros Mallorca

Cerrajeros Mallorca
•  Rankings 27/05/2016:
–  Google:
•  .Tienda: 15
•  .Online: 22
–  Bing:
•  .Tienda: 10
•  .Online: 16
–  DuckDuckGo:
•  .Tienda: 5
•  .Online: 3
34

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”):
•  electricista.barcelona (“Electricians Barcelona”):
–  480 searches/month; high compe::on; Suggested PPC bid: 3,71 €
•  fontaneros.barcelona (“Plumbers Barcelona”):
•  lampistas.barcelona (“Plumbers Barcelona”):
•  cerrajeros.barcelona (“Locksmiths Barcelona”):
–  3.600 searches/month; high compe::on; Suggested PPC bid: 16,62 €

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

•  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

•  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

The tools we use in our daily SEO
workﬂow
39
*
*
*
*
*

The new GTLDs are an opportunity
to own great domains.
40

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)

Thank you.
42
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

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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