How Google Handles The New Top Level Domains (TLDs)
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Transcript of How Google Handles The New Top Level Domains (TLDs)
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August 10–12, 2015 | #CZLSF | @ClickZLive
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SEMrush Search Trends Report 2016: New Top Level Domains Attain High Google Search Visibility
SEMrush data originally presented at NamesCon Jan. 10, 2016
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SEMrush is the World’s Leading Digital Marketing Data Suite for Keyword and Competitive Research. Versatile. Affordable. Now: Double the U.S. Data, Soon: Double the Worldwide Data
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Michael StrickerU.S. Marketing Director, SEMrush
• Agency and brand digital marketing consultant• 100s successful campaigns 1,000,000s of impressions • Writes: CIO.com, Business2Community, Linkarati • Consults: 2Modern, AeroPostale, BET, Dell, GolfSmith,
RE/MAX, The-House, Toshiba • Speaks: Pubcon, ClickZ, HEROconf London,
BrightonSEO, Etail, SMX, ad:tech, LinkedIn
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Top Level Domains
Domain.TLD@WebPromoExperts @radioMS
©1989 Universal Pictures, & Amblin Entertainment
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Top Level Domains
Domain.TLD@WebPromoExperts @radioMS
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903 new TLDs delegated But are they performing well in search?
New TLDs
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93% of buying cycles start with an online search. ~ Marketo
Why Search?
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67 non-latin glyphs (Chinese, Kanji, Cyrillic)
geoTLDs (.london, .nyc .budapest .osaka .zulu)
903 New TLDs “delegated”
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.aaa .amex . Apple .bmw .cbs .dupont .esurance .fedex .gucci .hyatt .ibm .intel .jeep .komatsu .lego .microsoft .nike .omega .pfizer .qvc .ren .sony .tdk .ups .visa .walmart .xfinity .yandex .zappos
New TLDs dot Brands
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Coffee.club Dekora.fashion Viral.buzz Lead.bank TourEiffel.Paris Upshot.agency Extrabold.design Williamsport.lawyer Jacksonville.attorney Wyoming.fish Aha.vet SimpleSteps.coach ArtOf.fitness TheGreen.diet Foxwell.tools Chronicle.software Driftaway.coffee Scratchtown.beer TripleRock.vodka
Not Coms: depleted .coms + creativity
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MORE new gTLDs
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.today .technology .tips .land .kitchen .contractors .diamonds .construction .clothing .camera .careers .directory .enterprises .guru .global .holdings .gallery .equipment .estate .bike .recipes .sexy .shoes .plumbing .photos .lighting .singles .tattoo . みんな (Japanese for Everyone) .ventures .voyage .website .world and more!
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805 new gTLDs are open to Registrations67 non-latin glyphs, some restricted and dot-brands
721 new TLDs in SEMrush search data That’s almost 90%, plus a commitment to record search results for all new TLDs!
~ newgtlds.ICANN.org ~ ntldstats.com/tld (realtime Registration stats)
New TLDs “available” as of Feb, 2016
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New Top Level Domains Registered
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12.5M Domains registered on new gTLDs~ ntldstats.com/tld (realtime Registration stats)
/!\ Registered ≠ In-Use /!\
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93% of buying cycles start with an online search. ~ Marketo
New TLDs: Rank Trend
2011 2012 2013 2014 2015 2016Year
0
500
1000
1500
2000
New TLD
1,848
210 0
New TLDs in Top 1M domain New TLDs rising to enter Top 1 Million Domains based on organic search
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New TLDs Trend:Frequency of new TLDs among Top 1M
TLD
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240Number of Records
xyznyc
clubpics
churchtoday
websitelink
guruuk
227
117
122
59
39
47
37
37
50
40
The Frequency of New TLDs
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Frequency of new TLDs among Top 1Mvs Registrations
TLD
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 220 230 240Number of Records
xyznyc
clubpics
churchtoday
websitelink
guruuk
227
117
122
59
39
47
37
37
50
40
The Frequency of New TLDs
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Top 10 TLDs in Top 1M, New VS Old TL Ds TLD
0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400Number of Records
New xyznycclubpicschurchtodaywebsitelinkguruuk
Old comorgnetuseduco.ukgoveucoinfo
227
117
122
59
39
47
37
37
50
40
1,363
254
19
13
16
14
72
7
6
6
Top 10 TLDs
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Median Top 1M Rank, New VS Old TLDs
@SEMrush @radioMSJuly 2014 October 2014 January 2015 April 2015 July 2015 October 2015
Month of Date
500K
600K
700K
800K
900K
1000K
1100K
1200K
Median Rank
1,230,888
567,279557,759
493,533
Median Rank Comparison
Median Rank Comparison
Measure NamesNew TLDs
Old gTLDs
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Avg. Keywords for which Top 1M Domains Rank
New TLDs
VS
Old TLDs
@SEMrush @radioMSJuly 2014 November 2014 March 2015 July 2015 November 2015
0
100
200
300
400
500
600
700
# of Organic Keywords
70.7
701.6
503.7 495.8
Organic Keywords
Median Rank Comparison
Measure NamesNew TLDs
Old gTLDs
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TLD
New Old
Win Lost Win Lost
-100
-50
0
50
100
150
200
250
# of Keywords
-108.1
238.5
-48.7
69.2
Win/Lost KeywordKeywords Won / Lost Ratio per Top 1M Domains, New TLDs
VS Old TLDs
Win/Lost Keyword
Measure NamesWin
Lost
TLD Win LostWin/Loss
Ratio
1.4
2.2
-48.7
-108.1TLD Win Lost
Win/LossRatio
-48.7
-108.1
69.2
238.5TLDNew
Old
New Old
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Keywords Won/Lost, Top 1M Domains, New VS Old
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New TLDs among Top 1M Domains
Old TLDs among Top 1M Domains
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Caution: New TLDs are not proof against Google Algorithmic Updates e.g. “Pirate”@SEMrush @radioMS
Domain
0K 5K 10K 15K 20K 25KNum
mp3skull.wtf
amfibi.directory
explained.today
myfreemp3.club
digitalcitizen.life
mp3mp4.ninja
slamet.xyz
thepiratebay.bid
mp3lio.xyz
heyevent.uk
replies.guru
ipadr.xyz
results.social
siterank.today
mp3azur.link
jatt.desi
emp4.link
songmusic.xyz
mp3goear.xyz
gounblock.xyz
movielink.xyz
mature-tube.sexy
documents.tips
songspk.link
Keywordlost
new
Lost Rank for All Keywords, Disappeared from Google’s Top 100 listings
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Myth:
Keywords in URLs have no SEO value
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Official Google Mythbusting:
Keywords in URLs: a very small ranking factor
“I believe that is a very small ranking factor. So it is not something I’d really try to force… not something I’d say it is even worth your effort to restructure your site just so you can get keywords in your URL.”
~ John Mueller, Google Webmaster Central Office Hours Hangout Feb 2016 ~ via Barry Schwartz Search Engine Roundtable
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Myth:
Google does not “like” new TLDs, they will not rank well.
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Mythbusted:
Google: Owns .google and .youtube Became a domain registrar (reseller) Uses abc.xyz for its parent Alphabet division Treats keywords equally before and after dot CTRs may increase due to user trust.
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Original research commissioned by Michael Stricker, Hat tip to Bill Hartzer @bhartzerSEMrush search data by: Qi Zhao, Data Scientist - @QiZhaoDATA
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Questions? Michael Stricker @radioms
Hat tip to Bill Hartzer @bhartzer of Globerunner SEOSEMrush search data research and visualization by: Qi Zhao, Data Scientist - @QiZhaoDATA
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