A domain is a globally applicable, unique, unambiguous and --within the framework of certain guidelines --freely selectable name of a website. The term "top-level domain" ➤ the ending of the domain name.
A distinction is made between four types of top-level domains for SEO:
- Sponsored Domains (sTLD),
- Non-sponsored domains (uTLD),
- Country-specific top-level domains (ccTLD),
- The new top-level domains (gTLD).
In addition, there are some special cases and exceptions, which, however, are not the subject of the article below.
Sponsored domains
Sponsored domains, sTLDs for short, are subject to the control of independent organizations that define the allocation guidelines. For example, the US military stipulated that “.mil” may only be used by the US military, “.gov” stands for US government Agencies, And ".Edu" For Educational Institutions. STLDs Can Be Applied For From The Internet Corporation For Assigned Names And Numbers, ICANN For Short, By Organizations And Companies Operating Around The World.
Unsponsored domains
Non-sponsored top-level domains (uTLDs) are under the direct control of the Internet Society and ICANN. These domains consist of at least three or more characters and represent a specific group. For example, ".pro" stands for certified specialists. The domain “.info” stands for information providers, but is basically freely accessible --just like “.com” (originally stood for companies) or “.org” (originally intended for non-profit organizations).
Country-specific domains
General abbreviations wir .biz, .com, .net, etc. have so far been supplemented by around 250 country endings. For example, “.de” stands for Germany or “.fr” for France. At the beginning of last year, ICANN then started the introduction of around 1,400 new top-level domains, the so-called "gTLDs".
The new top-level domains
The reason for the new introduction of the top-level domains is that in the past it became more and more difficult to find concise addresses under the existing endings - many character strings on the second level were already taken. To expand the address space and allow more domains, the new top-level domains were brought into being.
The award process
Organizations and companies have been able to apply to ICANN to operate their own domain extensions since March 2013. Large corporations such as Apple, BMW or Audi take advantage of this option to use the top-level domain for their own IT infrastructure.
So-called "Open Top-Level Domains" are also available. These are characterized by the fact that they are generally available to anyone for registration. This includes new domain endings such as “.blog” or “.hotel”.
A third group consists of geographic top-level domains that relate to a city or region. Domain endings such as “.münchen” or “.leipzig” may only be registered if there is evidence of a local reference to the registrant - regardless of whether it is a company or a private person.
Of course, in the course of the innovations, the question arises whether the domain endings will affect SEO in the future.
Effects on SEO
There is already much discussion about whether the new domain endings will affect search engine rankings in the future. The rumors were primarily fueled by the fact that Google applied for around 100 top-level domains. However, as the group confirmed, the new endings currently have no effect on the ranking.
However, it cannot be ruled out that these will not count as a ranking factor in the long term, because the “classic” top-level domain is already one of 200 Google ranking factors. As soon as websites with the new domain endings provide reliable relevance signals, it is likely that these will also flow into Google's algorithm.
For example, if Google takes the geographic domain ending into account as a ranking factor, a tailor from Munich could be found under “schneider.münchen” and thus position itself better than with a generic domain ending.
It is also conceivable that Google will rank geographic domains better in the future if the local search is used. This assumption is reinforced by the fact that when applying for a geographic domain, the company or place of residence must also be given.
Advantages and disadvantages for website owners
It is positive that it is now much easier to find a suitable domain extension. The new range of top-level domains is particularly beneficial for start-ups, who in the past often had to choose between unusable “leftover domains” because there were no more suitable, concise domains available.
Of course, there is also the possibility of private individuals to obtain a suitable domain.
But where there is light, there is also shadow. Many operators see the protection of their own name at risk, because with the new domain endings the probability of copyright infringements increases, which could result from the unauthorized registration of domain names. It is therefore advisable to make an entry in the Trademark Clearinghouse for well-known trademarks.
The Trademark Clearinghouse was created in the course of the introduction of the new top-level domains in order to protect the owners of registered trademarks from abuse. This can only be used for trademarks that are noted and confirmed in the trademark register.
The Trademark Clearinghouse comprises two mechanisms:
- The so-called “Sunrise Service” ensures that owners of a brand can register those that contain the brand or clearly refer to it before the new domains are binding.
- As part of the Trademark Claims Service, trademark owners receive a notification if someone illegally attempts to register the domain extension of a registered trademark.
Pre-order the domain extension
If you want to secure one of the new domain extensions, you can register for it until the beginning of 2016. The pre-orders are free of charge and also non-binding, as the dates for the introduction of the respective domains have not yet been determined. The non-binding domain reservation ensures that no one else can reserve the desired ending until the pre-order is made binding - provided the desired domain ending is permitted.
The annual fees are likely to be between 20 and 100 euros, but the exact fees are still to be determined.
Conclusion
Not only legal departments of companies will have to deal with the new domain endings in the future, but also marketing agency and departments in order to determine the potential for communication and to use it optimally in the future. It is also a fact: Many users will have to get used to the new endings first.
When and to what extent the new endings affect SEO remains to be seen. Basically, however, the following applies: The area of SEO is very fast-moving and in the past it has been shown that those who think long-term and stay on the ball benefit above all.