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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 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 rank higher than (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 content."

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.









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