New TLDs: A top Online Marketing Opportunity (Den Haag)

#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch

NewTLD’s:AtopOnlineMarke:ngOpportunity

RamónRautenstrauch

Aboutme

RAMÓNRAUTENSTRAUCH•  OnlineMarke:ngConsultant,InternetStrategist,SEOandProjectManager.

•  PassionateaboutInternetMarke:ng.•  Obsessedwithresults,leads,conversionsandimprovementthroughanalysis.

•  WordPressGeek.•  Ilovetolivehealthy,sustainableandecological.

Mydailywork

Onlinepublisherthatcreatesandmanageshigh

volumewebsites

LeadingSpanishMicrosoQDynamicspartner

OurporRolioofdevelopedsites

.com Geo NewGTLDs

NearlyallareEMDs(“ExactMatchDomain”)

.com NewGTLDs

Morethan50%areEMDs(“ExactMatchDomain”)

Un:lJanuary2016: Today:

DoweneedSEOin2016?

DoweneedSEO?

Clickprobabilityonthefirstelevenresults

DoweneedSEO?

Clickprobabilityonthefirstresultbycountry

NewTLD’s:AtopOnlineMarke:ngOpportunity

“Not-ComsSeeMajorBoostinAlexaTop1Million”

•  Therearenowmorethan9.900not-comwebaddressesintheAlexatop1million.– Thenumberofnot-comsintheAlexatop1million–alistofthemostpopularwebsitesbasedontraffic–increased30%betweenFebruaryandAprilof2016.

•  Thehighestrankednot-comintheAlexatop1millionisMabanque.Bnpparibas(Alexarankof3.138).

Oneexampletostart:cerrajerosbcn24h.barcelona

•  Secondresultfor“locksmithsBarcelona”isa.barcelonadomainregisteredon6/april/2016:

Thekeywordis:"CerrajerosBarcelona"("LocksmithsBarcelona")AccordingtoGoogleAdWords:3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€

The“EMD”

TheEMDdomains(“ExactMatchDomain”)exactlymatchthekeywordapersonuseswhen

searchingforyourcontent.

RankingofEMDs

•  Historicallythedomainswithkeywordshaverankedwellforthem.

•  OnSeptember27th2012Googlelaunchedthe:“Exact-MatchDomain(EMD)Update”

•  InUSA,Germany,UKandothercountriestheEMDshavesufferedunderthisupdateandsomenewerupdates.

•  InSpainevennow(over3yearsaQertheupdate)its:llhasnotbeencompletelyapplied.

Findinga.comEMDisnearlyimpossible

Butthere’sanewopportunity:ThenewTLDs

SomedataonnewgTLDs

MostpopularnewgTLDs(on29/may/2016)

.xyz ð2.789.893

.top ð2.385.963

.wang(net) ð1.065.144

.win ð928.898

.club ð766.076

.site ð389.876

.bid ð360.749

.link ð333.982

.网址 (webaddress) ð330.183

.science ð310.995

.red ð307.585

.ren ð303.915

.online ð281.719

.party ð240.793

MostdangerousnewGTLDs(3/sep/2015)

.review(100.00%)

.country(99.97%)

.kim(99.74%)

.cricket(99.57%)

.science(99.35%)

.work(98.20%)

.party(98.07%)

.gq(97.68%)

.link(96.98%)

gTLDsthatthecompanyBlueCoatdetectedinSeptember2015tobeusedalmostexclusivelyforseunguphostsforspame-mailing,scams,shadyso?waredownloads,malwaredistribuAon,botnetoperaAonsand"phishing"aCacks,orothersuspiciouscontent.

HowdoesGoogle

treatnewgTLDs?

HowdoesGoogletreatnewgTLDs?Officialques:onsandanswersfromGoogle(1/3)

QUESTION:HowdonewgTLDinfluencesearch?WillGooglechangealgorithmstoboosttheseTLD?ANSWER:Ingeneral,oursystemstreatnewgTLDasallothergTLDs,forexample,.comand.org.KeywordsintheextensionofaTLDdonothaveadvantagesordisadvantagesinsearch.

locksmiths.barcelona

Associa:onofadomainwithageographicregion

DomainsnotassociatedwithageographicregionbyGoogle(GenericTopLevelDomains·gTLDs):.com,.edu,.org,.net,etc.Genericregionaltop-leveldomains:Althoughthesedomainsareassociatedwithageographicalregion,theyaretreatedasgenerictop-leveldomains:.euand.asia.DomainsthatGoogleassociateswithageographicregion(Googleautoma:calyassignsthemtoageographicregion/country):“GenericCountryCodeTopLevelDomains”(ccTLDs):.es,.de,.it,.pt,.uk,etc.GenericCountryCodeTopLevelDomains(ccTLDs):GoogletreatssomeccTLDs(suchas.tv,.me,etc.)asgTLDs,asusersandwebmastersfrequentlyseethesemoregenericthancountry-targeted:

.ad(Andorra),.as(AmericanSamoa),.bz(Belize),.cc(TerritorioaustralianodelasIslasCocos–Keeling),.cd(RepúblicaDemocrá:cadelCongo),.co(Colombia),.dj(Yibu:),.fm(EstadosFederadosdeMicronesia,ungrupodeislaslocalizadasenelOcéanoPacífico),.io(TerritorioBritánicoenelOcéanoÍndico),.la(Laos),.me(Montenegro),.ms(Montserrat),.nu(Niue),.sc(Seychelles),.sr(Surinam),.su(UnióndeRepúblicasSocialistasSovié:cas),.tv(islasTuvalu),.tk(archipiélagoneozelandésdeTokelau)y.ws(SamoaOccidental)

QUESTION:¿HowarecityorregionalgTLDsmanaged(forexample.londonor.bayern)?ANSWER:AlthoughtheseTLDmayseemspecifictoaregion,wewilltreatthemasallothergTLDs.Inthisway,weremainconsistentwithhowwemanageregionalTLDlike.euand.asia.Theremaybesomeexcep:onstoappearinthefutureasweseehowtheyareusedinprac:ce.

QUESTION:¿TLDslike.BRANDwillrankbe�erthanthe.com?ANSWER:No.TheseTLDwillbetreatedasallothergTLD.QUESTION:WillGooglehelpmySEOeffortswhenmovingfroma.comtoanewTLD?ANSWER:No.Thesedomainmigra:onswillbetreatedasanyotherdomainmigra:on.

#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch 22

ShouldwefocusonnewgTLDs?

Thenewdomainsandtheuser

WEDON’TRECOMMENDTOUSE:•  Domainextensioninotherlanguagethanthedomainname:

AireAcondicionado.jetztorGafasOnline.directory•  Domainextensionnotrelatedtodomainname:HealthyFood.vote

WELOVETOUSE:

•  Geographicdomainextension:HealthyFood.Berlin•  Domainextensioninanotherlanguagebutthatthemayority

understands:Mascotas.Love•  Mul`languagedomainextension:No:cias.BioyMarke:ng.Online•  Domainnamewithextensionthathasameaning:

BestPetFood.shop

Recommenda:onrelatedtonewdomains

IfwearegoingforanewdomainlikeBestPetFood.shopwealwaysrecommendto

registeralsoBestPetFoodShop.com.

WhatwelookatwhenbuyingnewTLDdomains

•  Price.•  Easychangeofownership.•  Easychangeofregistra:ondata(owner+contacts).

•  WHOISPRIVACY.•  Noresidencyrequirements.!!!:Therearesomedomainextensionswithspecialrequirements(forexample:.organic)whichmaybecomplicatedtofulfillorseemarbitrary.

DonewGTLDsrankinGoogle?

Let’sreturntothebeginning:cerrajerosbcn24h.barcelona

•  Secondresultfor“locksmithsBarcelona”isa.barcelonadomainregisteredon6/april/2016:

Thekeywordis:"CerrajerosBarcelona"("LocksmithsBarcelona")AccordingtoGoogleAdWords:3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€

Someexperiments/examplesoftherankingofnewTLDs

TwoEMDwithdifferentextensionsSix.barcelonadomains

EXAMPLE1:RankingsoftwoEMDswithdifferentextensions

.:enda(:enda=shop).online

Thekeywordis:CerrajerosMallorca(“LocksmithsMallorca”).

AccordingtoGoogleAdWords:720searches/month;mediumcompe::on;SuggestedPPCbid:0,97€

CerrajerosMallorca(“LocksmithsMallorca”)

•  TwowebsitesonEMDdomainswithdifferentextensionscreatedon2/12/2015:

–  CerrajerosMallorca.`enda(:enda=shop)•  3.297wordsop:mizedforthemainkeyword:“CerrajerosMallorca”.•  Thetextcontainsrelatedkeywordsandvariantsofthemainkeyword.•  8op:mizedimages.•  2outgoinglinkstoauthoritywebsites.

–  CerrajerosMallorca.online•  1.629wordsop:mizedforthemainkeyword:“CerrajerosMallorca”.•  Thetextcontainsrelatedkeywordsandvariantsofthemainkeyword.•  5op:mizedimages.•  2outgoinglinkstoauthoritywebsites.

•  Bothwebsitesareop:mizedwiththeTF*IDF(WDF*IDF)toolofOnpage.org–  WiththeTF*IDFformula,youcaniden:fyinwhichpropor:oncertainwords

withinapageofawebsiteareweightedcomparedtoallcompe:ngpagesonotherdomains.

–  ThisformulacanbeusedforOnPageop:miza:oninordertoincreaseawebsite’srelevanceinsearchengines.

–  TFisshortfor“TermFrequency”(alsocalledWDF=“WithinDocumentFrequency”)•  Referstothefrequencyofakeywordwithinasingledocument.

–  IDF=InverseDocumentFrequency•  TheIDFdeterminesatext’srelevancywithregardtoacertainkeywordcomparedto

othertexts/pages.–  TF*IDF

•  Themul:pliedformulasshowapage’srela:vetermevalua:oncomparedtoallpoten:allycompe:ngpagescontainingthesamekeyword.

•  Thereisno“perfectvalue”,butyoualwayshavetokeepunderthe“spam-line”

•  Rankings27/05/2016:– Google:

•  .Tienda:15•  .Online:22

–  Bing:•  .Tienda:10•  .Online:16

– DuckDuckGo:•  .Tienda:5•  .Online:3

EXAMPLE2:.barcelonaDomains

•  alarmas.barcelona(“AlarmsBarcelona”):–  110searches/month;mediumcompe::on;SuggestedPPCbid:4,00€

•  antenista.barcelona(“AntennainstallersBarcelona”):–  140searches/month;mediumcompe::on;SuggestedPPCbid:1,82€

•  electricista.barcelona(“ElectriciansBarcelona”):–  480searches/month;highcompe::on;SuggestedPPCbid:3,71€

•  fontaneros.barcelona(“PlumbersBarcelona”):–  390searches/month;mediumcompe::on;SuggestedPPCbid:3,90€

•  lampistas.barcelona(“PlumbersBarcelona”):–  140searches/month;mediumcompe::on;SuggestedPPCbid:2,98€

•  cerrajeros.barcelona(“LocksmithsBarcelona”):–  3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€

RankingsinGoogleofdomainswithcityextension.barcelona

•  6.barccelonawebsitescreatedon13/04/2016.

•  Theyhaveonepostwith7.000wordsincludingop:mizedimagesandsocialmediaaccounts.

•  Theoutgoinglinksgotoonlinenewspapers,Wikipedia,ChamberofCommerceandtheBarcelona'stownhall.

•  alarmas.barcelona(“AlarmsBarcelona”)–  Keyword:alarmasbarcelona–  25/04/2016:Page6–  27/05/2016:Page4(Bing:3rdresult;DuckDuckGo:1stresult)

•  antenista.barcelona(“AntennainstallersBarcelona”)–  Keyword:antenistaenbarcelona–  25/04/2016:Page3–  27/05/2016:Page3(Bing:10thresult;DuckDuckGo:Page2)

•  electricista.barcelona(“ElectriciansBarcelona”)–  Keyword:electricistasbarcelona–  25/04/2016:Page6–  27/05/2016:Page6(Bing:7thresult;DuckDuckGo:n/a)

•  fontaneros.barcelona(“PlumbersBarcelona”)–  Keyword:fontanerosbarcelona–  25/04/2016:Page5–  27/05/2016:Page3(Bing:5thresult;DuckDuckGo:2ndresult)

•  lampistas.barcelona(“PlumbersBarcelona”)–  Keyword:lampistasbarcelona–  25/04/2016:Page3–  27/05/2016:Page3(Bing:7thresult;DuckDuckGo:n/a)

•  cerrajeros.barcelona(“LocksmithsBarcelona”)–  Keyword:cerrajerosbarcelona–  25/04/2016:Notinfirst10pages.–  27/05/2016:Notinfirst10pages(Bing:Page2;

DuckDuckGo:Page2)

ThetoolsweuseinourdailySEOworkflow

ThenewGTLDsareanopportunitytoowngreatdomains.

Somedatatofinish

“GenericCountryCodeTopLevelDomains”percompany:–  Germany:.deð7,5domainspercompany.–  Spain:.esð0,7domainspercompany.

“GenericCountryCodeTopLevelDomains”per100ci`zens:–  Holand:.nlð91domainseach100ci:zens–  Spain:.esð3domainseach100ci:zens

Datatakenfromthepresenta:onofJaim

eFerrerforSEMRush(Dom

ainMarke:ng:theIm

portanceofInternetDomains)

Thankyou.

RamónRautenstrauchhola@ramon.marke:ng

@ramonrautenes.linkedin.com/in/ramonrautenstrauch

DatasourcesOurblogs:apasionados.es/blog/&ApasionadosDelMarke:ng.esSourcesoftheslidedata:

9:www.donuts.domains/donuts-media/blog/not-coms-see-major-boost-in-alexa-top-1-million12:moz.com/google-algorithm-changeywww.damcu.es/estudio-sobre-exact-match-domain-y-su-repercusion-en-las-serps/13:www.entorno.es/dominios_gtld.phpywww.dondominio.com/products/domains/new-gtlds/15:namestat.org/16:arstechnica.com/security/2015/09/many-new-top-level-domains-have-become-internets-bad-neighborhoods/19:www.apasionadosdelmarke:ng.es/dominios-que-google-no-geolocaliza-automa:camente/ysupport.google.com/webmasters/answer/134792217,18,19&20:apasionados.es/blog/nuevos-dominios-gtld-versus-google-7014/ygooglewebmaster-es.blogspot.com.br/2015/07/ges:on-de-google-de-los-nuevos.html21:www.dominios.esywww.denic.de/hintergrund/sta:s:ken.html39:es.semrush.com,www.linkresearchtools.com,ahrefs.com,es.onpage.org,www.xovi.com/es/,majes:c.com,www.searchmetrics.comywww.sistrix.es.41:es.semrush.com/webinars/marke:ng-por-dominios-la-importancia-de-los-dominios-en-internet/

Imagecredits:Shu�erstock

01,08:286799813(PHOTOCREO)02:109972142(Digital_Art)03:146757722(wongwean)04:81103063(alphaspirit)05,06,07:83661862(OzerovAlex.)09:408073174(papricahome)10,27,34-38:299891315(EkaterinaPokrovsky)11:92143561(DigitalStorm)12:112158140(Toria)13:138463640(solarseven)14,15:142868230(Sean)16:253413775(gual:eroboffi)

19:283947341(asharkyu)17,18,20,21:232362679(Yeamake)23:114202915(GörselKodu)22:170386841(alphaspirit)24:93910336(nmedia)25:164095763(ra2studio)26:155738807(Tashatuvango)28:224435719(DaxiaoProduc:ons)29-34:137707772(PatrykKosmider)41:232614019(ra2studio)39,43:66539941(Piyato)40:55704217(PaulLaragy)42:128724608(DudarevMikhail)44:245365369

New TLDs: A top Online Marketing Opportunity (Den Haag)

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