The document discusses the evolution of new generic top-level domains (gtlds) and their implications for SEO and branding. It highlights various case studies, marketing tests comparing .com and new gtlds, and provides insights on domain registration processes and costs for brands. Additionally, it emphasizes the growing adoption of new gtlds by companies, along with strategies for leveraging these domains for better marketing outcomes.

1. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
SEO and the Not Com Revolution
Hacking the New gTLDs

2. 2015 Ungagged – 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 SEO since 1996
• Affiliate Marketer… building sites since 1996

3. 2015 Ungagged – 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
• Brands Committed to Own their TLD
• Moving to a New Domain
• Expired New gTLDs, Available Domains
• New gTLD Secrets

4. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
What are New gTLDs?
• TLDs: Top Level Domains
.COM, .NET, .ORG, .INFO are all TLDs
• Generic TLDs (gTLDs): .XYZ, .BANK, .CLUB, 800+ more
• Generic GEO TLDs (.London, .NYC, .Vegas, etc.)
• ccTLDs: Country Code TLDs
.CO.UK, .CA, .FR, .ES, .IT, .COM.AU, .ME

5. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
Total Domain Market as of August 2015

6. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution

7. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution

8. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution

9. 2015 Ungagged – 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. 2015 Ungagged – Examples of New gTLDs
Yeezy.SUPPLY by Kanye West

11. 2015 Ungagged– Examples of New gTLDs
TheHungerGames.MOVIE

12. 2015 Ungagged – Examples of New gTLDs
Lady Gaga's BornThisWay.FOUNDATION

13. 2015 Ungagged– Examples of New gTLDs
Coffee.Club

14. 2015 Ungagged– Examples of New gTLDs
Verified.Domains

15. 2015 Ungagged– 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?

16. 2015 Ungagged– 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

17. 2015 Ungagged– 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

18. 2015 Ungagged – 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

19. 2015 Ungagged– 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

20. 2015 Ungagged– New gTLD Vs. .COM Study
Landing Page

21. 2015 Ungagged – 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

22. 2015 Ungagged– 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

23. 2015 Ungagged – New gTLD Vs. .COM
Changes in Conversions Since 2014

24. 2015 Ungagged– 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)

25. 2015 Ungagged – 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
• 2nd round coming fairly soon via ICANN

26. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
Launch Process of New gTLDs
• Agreement Signed
• Delegation
• Start-up Plan
• Sunrise Period (trademark owners)
• Limited Registrations ($$ pre-registration) Best Time
• New gTLDs are cheapest on pre-reg day before GA
• General Availability (hand register at GA)
• Some registrars offer pre-reg services (some free)

27. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
Finding New gTLDs
• New TLD Stats - https://ntldstats.com/tld
• Calzone - http://www.calzone.org

28. 2015 Ungagged – Available, Expired and Dropping New gTLDs
Find Available New gTLDs with Value
• Keyword Research is key
• Start w/keyword in ending (e.g., “shoes” for .shoes)
• Use SEMRush.com, other keyword research tools
• Make list of keywords: track shoes, gold shoes, etc.
• Search/Replace in list (replace space with . (dot)
• Bulk search available domains at 101domain.com
• TIP: This is great for pre-reg and GA New gTLDs

29. 2015 Ungagged – Expired Domains, Expired New gTLDs
Expired Domains – New gTLDs
• Many New gTLDs out for over a year
• Some really good names are dropping every day
• Buyers had high expectations (developing, selling)
• I picked up Bill.Ninja on the drop, others…

30. 2015 Ungagged – Expired Domains, Expired New gTLDs
Expired Domains – New gTLDs
• The Drop List (several ways to get list of all dropping)
• List of Dropping New gTLDs based on TLD
https://domainpunch.com/tlds/deleted.php
• ICANN Name Collision List:
https://www.icann.org/sites/default/files/ci-monitoring/citld-current.csv
• Domain Auctions (Namejet.com, Live Auctions)

31. 2015 Ungagged – New gTLD Tips, Tricks
New gTLDs: Don’t Share This Slide
• Premium Names: Registries must hold back names
Even though names don’t appear to be available, you can buy direct.
Registries making $BANK$ by selling premiums, all negotiable.
• Shop around. Same name, cheaper at diff. registrar
• Domainers ARE selling plenty of the New gTLDs
• New gTLDs are getting type-in traffic (e.g. gold.shoes)
• Several geo gTLDs are not closed TLDs (e.g., .London)
• Big opportunity with 2-character gTLDs just released
• New gTLD Forum: http://gtld.link

32. 2015 Ungagged – 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