Google on gTLDs and What It Means for Your Web Marketing Strategy

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Last October, news of the new general top-level domains (gTLDs) hit the Internet and people were jumping at the chance to reserve popular domains like .brand and .club. Among the expanded list of gTLDs were two that caught our eye – .attorney and .lawyer – and we offered some advice to lawyers looking to snag a law-specific gTLD. At that time, it was all speculation as to how the new gTLDs would perform in search results. This morning, a statement from Google on gTLDs explains how it will handle them.

Google Says New gTLDs Will Be Handled Just Like Old Ones

Business listingsThere wasn’t mention of a whole lot of change when it comes to ranking the new gTLDs over others. Google still looks mainly at the content of the site above all, and the URL really only serves to emphasize the site’s intent. Google doesn’t really care if you have Shoes.com or Shoes.shoes as long as your site is about shoes.

Another question raised about new gTLDs was how the more specific geo-location domains like .london would work as far as geographic targeting. Even though .london seems like it’s obviously a better site to show to someone in the U.K. than in the U.S., Google says that’s not how things will work. It will handle region and city gTLDs just like regular gTLDs for now, but there’s always room for change in the future.

It’s worth mentioning that country code TLDs like .au and .jp are still valid for geo-targeting websites. So if you’re a user on an IP address identifying with Canada and searching for Amazon.com, you’ll still be shown the Amazon.ca website instead of the Amazon.com U.S. domain.

Our Advice for Jumping on the New gTLD Hype Train

In our October article on .lawyer and .attorney gTLDs, we offered several pros and cons for purchasing a new domain for your site. Google has since developed an extensive set of documentation for transferring sites to new domains while keeping search ranking and history. Even so, you’re still bound to lose something in the switch, and you stand to confuse (or lose) clients who remember your old URL.

Still, if you have a few bucks to invest in a new gTLD and your ideal name is affordable, there’s no harm in buying it and pointing that domain to your existing site. We don’t suggest making the full transfer unless you know for sure that you want to make .lawyer the basis of your Internet operations for a long time.

If you’re dead set on starting a new website on a gTLD, remember that just as with .coms it takes TIME. Don’t expect your page to start with first page rankings right away no matter how much content it launches with or what brand it represents.

We Do Web Content Can Teach Your Old Website New Tricks

Don’t let the gTLD hype fool you. No matter what your URL is, there’s no substitute for quality, targeted web content to boost your search rankings. We Do Web Content can teach your old .com or a new gTLD new tricks with a variety of content options like white papers, articles, and eBooks. We also offer blogging and main page content writing.

Give us a call or fill out our contact form to learn about the Internet marketing options we offer to help businesses of all types grow and prosper: 888-521-3880.