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SEO, Dot Brand, and the Not Com Revolution

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The Not Com revolution of new gTLD domain names is here. By the time they’re done, over 1,000 new extensions will be available. The search engines say that they treat all domain name extensions the same. But what is really happening in the real world? Should you move your sites to a new keyword-rich new gTLD domain name extension?

Can brands benefit from having their own .BRAND domain name extension? Which brands have moved to their own domain extension, and who is planning on moving? In this session, you’ll learn where to get lists of the new domain extensions, and how to apply if you’d like your own .BRAND domain extension. But, more importantly, let’s explore whether or not you should move to a new gTLD domain name extension or stick with .COM.

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SEO, Dot Brand, and the Not Com Revolution

  1. 1. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution SEO, Dot Brand, and the Not Com Revolution
  2. 2. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution About Me • Senior Strategist, Globe Runner • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996 • Domain Names and Site Migrations Expert
  3. 3. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Overview • Background: What are New gTLDs? • Examples of New gTLDs • Real World Example: GR Research Study • Launch Process of New gTLDs • Benefits for Brands to Own their TLD • Brands Already Committed • New gTLD Vs. .Brand • Process for Moving to a New Domain
  4. 4. 2015 Digital Summit – Background: What are New gTLDs? What are New gTLDs? • TLDs: Top Level Domains .COM, .NET, .ORG, .INFO are all TLDs • Generic TLDs (gTLDs): .XYZ, .BANK, .CLUB, 800+ more • ccTLDs: Country Code TLDs .CO.UK, .CA, .FR, .ES, .IT, .COM.AU, .ME
  5. 5. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Total Domain Market as of August 2015
  6. 6. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution
  7. 7. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution
  8. 8. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution
  9. 9. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution SEO Factors and Domain Names • For search, still value in using Keyword Rich domain • Keyword rich domains must be developed • Search engines use link data, keywords used in links • Domain history, reputation are ranking factors
  10. 10. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution SEO Factors and Domain Names • Keywords are how people refer to websites • Websites use keywords to link to other websites • A keyword rich domain, with content, will rank • New gTLDs with keywords in extensions help
  11. 11. 2015 Digital Summit – Examples of New gTLDs Yeezy.SUPPLY by Kanye West
  12. 12. 2015 Digital Summit – Examples of New gTLDs TheHungerGames.MOVIE
  13. 13. 2015 Digital Summit – Examples of New gTLDs Lady Gaga's BornThisWay.FOUNDATION
  14. 14. 2015 Digital Summit – Examples of New gTLDs Coffee.Club
  15. 15. 2015 Digital Summit – Examples of New gTLDs Verified.Domains
  16. 16. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Reasons to Move to a Not Com • Keywords and semantic meaning • Ability to precisely match key terms to domain name, for products, services, corporate identity • No loss of Google and search engine love • Lack of available reasonable options in .COM • But, let’s look at a real world example
  17. 17. 2015 Digital Summit – New gTLD Vs. .COM Study New gTLD Versus .COM Study • Which is better for marketing? • .COM vs. New gTLD domain name? • Which is better for ROI?
  18. 18. 2015 Digital Summit – New gTLD Vs. .COM Study Methodology, Requirements • Use a Controlled Marketing Test • Real-World Testing, Results • PPC to Test Ads, Landing Pages, gTLD • Landing Pages, Conversions the Same • Test for a Certain Period of Time
  19. 19. 2015 Digital Summit – New gTLD Vs. .COM Study How We Did the Testing • Google AdWords Ads • Keywords the same for all ads • Bids the same ($1.00 per click bid) • Same Landing Page, Same Content • Only difference was the domain name used: www.3CaratDiamonds.com www.3Carat.Diamonds
  20. 20. 2015 Digital Summit – New gTLD Vs. .COM Study Keyword Examples diamond price chart diamond chart diamond quality chart diamond carat size chart types of diamond cuts diamond facts 3 carat diamond ring diamond grade diamond clarity diamond color diamond buyer guide diamond certification
  21. 21. 2015 Digital Summit – New gTLD Vs. .COM Study Ad Examples Diamond Buying Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3CaratDiamonds.com Beginner’s Diamond Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3carat.Diamonds
  22. 22. 2015 Digital Summit – New gTLD Vs. .COM Study Landing Page
  23. 23. 2015 Digital Summit – New gTLD Vs. .COM Study Results in 2014 3CaratDiamonds.com vs. 3Carat.Diamonds • May 2014: Average CPC 3Carat.Diamonds: $.77 3CaratDiamonds.com: $.81 • May 2014: Results 52% Conversion Rate on .COM, 36% on .DIAMONDS Effective CPM: Costs 2x as much to advertise a .COM *Effective CPM is the rate spent for 1000 views of an ad
  24. 24. 2015 Digital Summit – New gTLD Vs. .COM Study Results – Sept. 2015 3CaratDiamonds.com vs. 3Carat.Diamonds • Results: Average CPC 3Carat.Diamonds: $.77 (vs. $.77 in May 2014) 3CaratDiamonds.com: $.83 (vs. $.81 in May 2014) • Conclusions: Sept. 2015: 22% Conversion Rate on .COM, 35% on .DIAMONDS May 2014: 52% Conversion Rate on .COM, 36% on .DIAMONDS New gTLD converts BETTER than .COM in 2015 Effective CPM: Still costs 2x as much to advertise a .COM
  25. 25. 2015 Digital Summit – New gTLD Vs. .COM Changes in Conversions Since 2014
  26. 26. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Finding New gTLDs • New TLD Stats - https://ntldstats.com/tld • Calzone - http://www.calzone.org
  27. 27. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Launch Process of New gTLDs • Agreement Signed • Delegation • Start-up Plan • Sunrise Period • Limited Registrations (pre-registration) • General Availability
  28. 28. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Benefits for Brands to Own TLD • Better Branding No more random terms (like .com) as web addresses You have your proprietary address that’s 100% under control • Total Security You decide who may have an address You decide what content is allowed in your domain • Enhanced Customer Experience Own space to nurture customer relationships No need to chase after latest social media sites Access to all the site data to do deep-dive analyses
  29. 29. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution How Do You Get Your .Brand? .Brand TLD Fees • ICANN Evaluation/Application Fee $185,000 • ICANN gTLD Annual Maintenance Fee $24,000 • ICANN Second Level Domain names registered $0.25 per SLD • Companies to Assist in .Brand Afilias, Instra Corporation, Verisign, Others
  30. 30. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution How long can you afford to wait? Have Marketing lead the assessment • DotBrands about BRANDING, not technology or legal issues Review your entire portfolio of web addresses • Create an inventory of all of your sites • Include corporate, all products and brands, resellers/channels, partners, promotions, even pages on social media. • Compare costs of maintaining a consolidated, global Internet presence (your dotBrand) vs. the status quo.
  31. 31. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Know the price of catching up Start now with: • Evaluation • Strategy development • Budgeting • Change management planning
  32. 32. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution 600+ Brands Already Committed 600+ plus brand leaders have applied for their dotBrand List: http://icannwiki.com/New_gTLD_Brand_Applications AAA Accenture Australian Football League (.AFL) American International Group (.AIG) Google (.android, .chrome) AOL Apple Council of Better Business Bureaus, Inc. (.BBB) Microsoft (.azure) Bentley Motors Limited (.bentley) Bloomberg IP Holdings (.bloomberg) Bristol-Myers Squibb Company (.bms) Canon (.canon) Delta Air Lines, Inc. (.delta) Amazon Federal Express Corporation (.fedex) Ford Motor Company Hitachi IBM Nissan Motor Co., LTD. Jaguar Cars Limited (.jaguar) Toyota Marriott Worldwide Corporation (.marriott) Oracle Corporation (.oracle) Vistaprint Limited (.vista, .vistaprint) Xerox (.xerox)
  33. 33. 2015 Digital Summit – SEO, Dot Brand, and the Not Com Revolution Should You Move to .Brand or New gTLD? • Cost Assessment (own lots of other properties/accounts?) • Compare costs of maintaining a consolidated, global Internet presence • .Brand may not be an option (and that's OK) • So, go after a better New gTLD domain.
  34. 34. 2015 Digital Summit – Moving to a New Domain Name Moving to a New Domain Name • Don’t take moving to another domain lightly • Problems can be avoided with proper planning • Moving to a new gTLD can be done successfully • Moving may position you better for the future
  35. 35. 2015 Digital Summit – Moving to a New Domain Name Steps for Pre-Move • Make Backup of Current Website • Perform due diligence on new domain name • Crawl website, save list of URLs • Set up 301 Permanent Redirects (old URL to new URL) • Set up SSL HTTPs Certificate for new domain name (TLS/SSL is mandatory for some TLDs) • Start marketing campaign, help awareness of domain
  36. 36. 2015 Digital Summit – Moving to a New Domain Name Steps for Pre-Planning • Plan a date and time to move to the new domain • Detail the process for moving • Who is responsible for what (in your organization)?
  37. 37. 2015 Digital Summit – Moving to a New Domain Name On Moving Day • Add 301 Permanent Redirects, Test Redirects • Crawl Website to check redirects • Update Social Media, Email Address, Business Cards • Notify Search Engines of Change of Address • Submit sitemap of OLD site to search engines
  38. 38. 2015 Digital Summit – Moving to a New Domain Name After Moving Day • Watch analytics for changes in traffic • Watch site for any search engine ranking changes • Get new links to the new domain name
  39. 39. 2015 Digital Summit – Moving to a New Domain Name Checklist for Moving to a New Domain • Extensive checklist is available (one-pager)
  40. 40. 2015 Digital Summit – Concerns on Moving to a New TLD Concerns on Moving to a New TLD • Sites have been moving to a new domain for years • Personally handled over 100+ large site migrations • No significant issues if done properly • No significant drops in traffic, search engine rankings • Issues can arise with duplicate content, bad redirects
  41. 41. 2015 Digital Summit – Why Move to a New TLD? Why Move to a New gTLD? • New gTLDs enhance SEO • New gTLDs add aspect to relevant content not available before • New gTLDs encourage keyword-rich linking • Moving to a new, better address can be done safely
  42. 42. 2015 Digital Summit – Thank You Contact Me Bill Hartzer Senior Strategist, Globe Runner Email: Bill@GlobeRunner.com Mobile: +1 (214) 236-4378 Office:+1 (972) 538-0260 Web: globerunner.com Blog: billhartzer.com Twitter: @bhartzer Facebook: facebook.com/bhartzer

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