No SEO Boost From Vanity Top-Level Domain Grab
According to Google, companies who avail of the ICANN’s recently launched vanity top-level domain
names won’t be getting any search engine ranking advantage.
Matt Cutts, Google's webspam guru has stated that "organizations shouldn't register a TLD in the
mistaken belief that you'll get some sort of boost in search engine rankings."
This was a response via his Google+ page, directed at the op ed written by the CEO of ARI
Registry Services, Adrian Kinderis. The ARI Registry Services is among several domain registration
companies that are looking to assist companies acquire and operate their own branded or keyword gTLD.
In an Australian marketing magazine, Kinderis has been quoted saying "Will a new TLD web address
automatically be favoured by Google over a .com equivalent? Quite simply, yes it will."
His opinion on this matter stems from the fact that Google already takes keywords into
consideration when it comes to ranking algorithms, as well as the promise that acquiring a gTLD
should provide not only a Google-friendly name spaces, but also one that is clean and authoritative.
There are also some instances when Google’s algorithms take into consideration the TLD. For
residents of the UK, it is very likely that they will get results bearing the .co.uk addresses
whenever they perform an online search. Despite this, it remains to be seen whether non-geographic
gTLDs will also benefit from this.
The ICANN is currently accepting new gTLD applications until April 12 and also forecasts that
they will be getting more than 1,000 applications in total. Besides branded suffixes, it is also
very likely that companies will also be registering for keyword domains related to their industries
(e.g. .fashion, .phone).
Kinderis also adds: "Will car.insurance rank higher than carinsurance.com (for example)? All
the evidence suggests the answer is yes, provided that the .insurance namespace builds value and
perhaps verification into its space to ensure it is a signpost for good, trusted and authoritative
With the belief that using a keyword after the dot has positive search engine optimization
effects, domain name consultants and registrars have been making solid efforts to promote this new
gTLD concept to skeptical companies.