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2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
SEO and the Not Com Revolution
Hacking the New gTLDs
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
About Me
• Senior Strategist, Globe Runner
• Brand Ambassador, ...
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
Overview
• Background: What are New gTLDs?
• Examples of New gT...
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
What are New gTLDs?
• TLDs: Top Level Domains
.COM, .NET, .ORG,...
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
Total Domain Market as of August 2015
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
SEO Factors and Domain Names
• For search, still value in using...
2015 Ungagged – Examples of New gTLDs
Yeezy.SUPPLY by Kanye West
2015 Ungagged– Examples of New gTLDs
TheHungerGames.MOVIE
2015 Ungagged – Examples of New gTLDs
Lady Gaga's BornThisWay.FOUNDATION
2015 Ungagged– Examples of New gTLDs
Coffee.Club
2015 Ungagged– Examples of New gTLDs
Verified.Domains
2015 Ungagged– New gTLD Vs. .COM Study
New gTLD Versus .COM Study
• Which is better for marketing?
• .COM vs. New gTLD dom...
2015 Ungagged– New gTLD Vs. .COM Study
Methodology, Requirements
• Use a Controlled Marketing Test
• Real-World Testing, R...
2015 Ungagged– New gTLD Vs. .COM Study
How We Did the Testing
• Google AdWords Ads
• Keywords the same for all ads
• Bids ...
2015 Ungagged – New gTLD Vs. .COM Study
Keyword Examples
diamond price chart
diamond chart
diamond quality chart
diamond c...
2015 Ungagged– New gTLD Vs. .COM Study
Ad Examples
Diamond Buying Guide
Download Your Free Carat Size Chart.
& Learn the 4...
2015 Ungagged– New gTLD Vs. .COM Study
Landing Page
2015 Ungagged – New gTLD Vs. .COM Study
Results in 2014
3CaratDiamonds.com vs. 3Carat.Diamonds
• May 2014: Average CPC
3Ca...
2015 Ungagged– New gTLD Vs. .COM Study
Results – Sept. 2015
3CaratDiamonds.com vs. 3Carat.Diamonds
• Results: Average CPC
...
2015 Ungagged – New gTLD Vs. .COM
Changes in Conversions Since 2014
2015 Ungagged– SEO, Dot Brand, and the Not Com Revolution
600+ Brands Already Committed
600+ plus brand leaders have appli...
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
How Do You Get Your .Brand?
.Brand TLD Fees
• ICANN Evaluation/...
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
Launch Process of New gTLDs
• Agreement Signed
• Delegation
• S...
2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
Finding New gTLDs
• New TLD Stats - https://ntldstats.com/tld
•...
2015 Ungagged – Available, Expired and Dropping New gTLDs
Find Available New gTLDs with Value
• Keyword Research is key
• ...
2015 Ungagged – Expired Domains, Expired New gTLDs
Expired Domains – New gTLDs
• Many New gTLDs out for over a year
• Some...
2015 Ungagged – Expired Domains, Expired New gTLDs
Expired Domains – New gTLDs
• The Drop List (several ways to get list o...
2015 Ungagged – New gTLD Tips, Tricks
New gTLDs: Don’t Share This Slide
• Premium Names: Registries must hold back names
E...
2015 Ungagged – Thank You
Contact Me
Bill Hartzer
Senior Strategist, Globe Runner
Email: Bill@GlobeRunner.com
Mobile: +1 (...
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SEO and the Not Com Revolution of the New gTLD Domain Names

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The Not Com revolution of new gTLD domain names is here. By the time they're done, over 1,000 new extensions will be available. Google has said, multiple times, that they treat all domain name extensions the same. But what is really happening in the real world?

Are these new domain extensions ranking well? Should you move your sites to a new keyword-rich new gTLD? We'll discuss these questions, look at some actual real-world data and research, and look at how to acquire great domains at "insider prices".

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SEO and the Not Com Revolution of the New gTLD Domain Names

  1. 1. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution SEO and the Not Com Revolution Hacking the New gTLDs
  2. 2. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution About Me • Senior Strategist, Globe Runner • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic SEO since 1996 • Affiliate Marketer… building sites since 1996
  3. 3. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution Overview • Background: What are New gTLDs? • Examples of New gTLDs • Real World Example: GR Research Study • Launch Process of New gTLDs • Brands Committed to Own their TLD • Moving to a New Domain • Expired New gTLDs, Available Domains • New gTLD Secrets
  4. 4. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution What are New gTLDs? • TLDs: Top Level Domains .COM, .NET, .ORG, .INFO are all TLDs • Generic TLDs (gTLDs): .XYZ, .BANK, .CLUB, 800+ more • Generic GEO TLDs (.London, .NYC, .Vegas, etc.) • ccTLDs: Country Code TLDs .CO.UK, .CA, .FR, .ES, .IT, .COM.AU, .ME
  5. 5. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution Total Domain Market as of August 2015
  6. 6. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
  7. 7. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
  8. 8. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution
  9. 9. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution SEO Factors and Domain Names • For search, still value in using Keyword Rich domain • Keyword rich domains must be developed • Search engines use link data, keywords used in links • Domain history, reputation are ranking factors
  10. 10. 2015 Ungagged – Examples of New gTLDs Yeezy.SUPPLY by Kanye West
  11. 11. 2015 Ungagged– Examples of New gTLDs TheHungerGames.MOVIE
  12. 12. 2015 Ungagged – Examples of New gTLDs Lady Gaga's BornThisWay.FOUNDATION
  13. 13. 2015 Ungagged– Examples of New gTLDs Coffee.Club
  14. 14. 2015 Ungagged– Examples of New gTLDs Verified.Domains
  15. 15. 2015 Ungagged– New gTLD Vs. .COM Study New gTLD Versus .COM Study • Which is better for marketing? • .COM vs. New gTLD domain name? • Which is better for ROI?
  16. 16. 2015 Ungagged– New gTLD Vs. .COM Study Methodology, Requirements • Use a Controlled Marketing Test • Real-World Testing, Results • PPC to Test Ads, Landing Pages, gTLD • Landing Pages, Conversions the Same • Test for a Certain Period of Time
  17. 17. 2015 Ungagged– New gTLD Vs. .COM Study How We Did the Testing • Google AdWords Ads • Keywords the same for all ads • Bids the same ($1.00 per click bid) • Same Landing Page, Same Content • Only difference was the domain name used: www.3CaratDiamonds.com www.3Carat.Diamonds
  18. 18. 2015 Ungagged – New gTLD Vs. .COM Study Keyword Examples diamond price chart diamond chart diamond quality chart diamond carat size chart types of diamond cuts diamond facts 3 carat diamond ring diamond grade diamond clarity diamond color diamond buyer guide diamond certification
  19. 19. 2015 Ungagged– New gTLD Vs. .COM Study Ad Examples Diamond Buying Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3CaratDiamonds.com Beginner’s Diamond Guide Download Your Free Carat Size Chart. & Learn the 4 C’s of Diamond Buying! 3carat.Diamonds
  20. 20. 2015 Ungagged– New gTLD Vs. .COM Study Landing Page
  21. 21. 2015 Ungagged – New gTLD Vs. .COM Study Results in 2014 3CaratDiamonds.com vs. 3Carat.Diamonds • May 2014: Average CPC 3Carat.Diamonds: $.77 3CaratDiamonds.com: $.81 • May 2014: Results 52% Conversion Rate on .COM, 36% on .DIAMONDS Effective CPM: Costs 2x as much to advertise a .COM *Effective CPM is the rate spent for 1000 views of an ad
  22. 22. 2015 Ungagged– New gTLD Vs. .COM Study Results – Sept. 2015 3CaratDiamonds.com vs. 3Carat.Diamonds • Results: Average CPC 3Carat.Diamonds: $.77 (vs. $.77 in May 2014) 3CaratDiamonds.com: $.83 (vs. $.81 in May 2014) • Conclusions: Sept. 2015: 22% Conversion Rate on .COM, 35% on .DIAMONDS May 2014: 52% Conversion Rate on .COM, 36% on .DIAMONDS New gTLD converts BETTER than .COM in 2015 Effective CPM: Still costs 2x as much to advertise a .COM
  23. 23. 2015 Ungagged – New gTLD Vs. .COM Changes in Conversions Since 2014
  24. 24. 2015 Ungagged– SEO, Dot Brand, and the Not Com Revolution 600+ Brands Already Committed 600+ plus brand leaders have applied for their dotBrand List: http://icannwiki.com/New_gTLD_Brand_Applications AAA Accenture Australian Football League (.AFL) American International Group (.AIG) Google (.android, .chrome) AOL Apple Council of Better Business Bureaus, Inc. (.BBB) Microsoft (.azure) Bentley Motors Limited (.bentley) Bloomberg IP Holdings (.bloomberg) Bristol-Myers Squibb Company (.bms) Canon (.canon) Delta Air Lines, Inc. (.delta) Amazon Federal Express Corporation (.fedex) Ford Motor Company Hitachi IBM Nissan Motor Co., LTD. Jaguar Cars Limited (.jaguar) Toyota Marriott Worldwide Corporation (.marriott) Oracle Corporation (.oracle) Vistaprint Limited (.vista, .vistaprint) Xerox (.xerox)
  25. 25. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution How Do You Get Your .Brand? .Brand TLD Fees • ICANN Evaluation/Application Fee $185,000 • ICANN gTLD Annual Maintenance Fee $24,000 • ICANN Second Level Domain names registered $0.25 per SLD • Companies to Assist in .Brand Afilias, Instra Corporation, Verisign, Others • 2nd round coming fairly soon via ICANN
  26. 26. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution Launch Process of New gTLDs • Agreement Signed • Delegation • Start-up Plan • Sunrise Period (trademark owners) • Limited Registrations ($$ pre-registration) Best Time • New gTLDs are cheapest on pre-reg day before GA • General Availability (hand register at GA) • Some registrars offer pre-reg services (some free)
  27. 27. 2015 Ungagged – SEO, Dot Brand, and the Not Com Revolution Finding New gTLDs • New TLD Stats - https://ntldstats.com/tld • Calzone - http://www.calzone.org
  28. 28. 2015 Ungagged – Available, Expired and Dropping New gTLDs Find Available New gTLDs with Value • Keyword Research is key • Start w/keyword in ending (e.g., “shoes” for .shoes) • Use SEMRush.com, other keyword research tools • Make list of keywords: track shoes, gold shoes, etc. • Search/Replace in list (replace space with . (dot) • Bulk search available domains at 101domain.com • TIP: This is great for pre-reg and GA New gTLDs
  29. 29. 2015 Ungagged – Expired Domains, Expired New gTLDs Expired Domains – New gTLDs • Many New gTLDs out for over a year • Some really good names are dropping every day • Buyers had high expectations (developing, selling) • I picked up Bill.Ninja on the drop, others…
  30. 30. 2015 Ungagged – Expired Domains, Expired New gTLDs Expired Domains – New gTLDs • The Drop List (several ways to get list of all dropping) • List of Dropping New gTLDs based on TLD https://domainpunch.com/tlds/deleted.php • ICANN Name Collision List: https://www.icann.org/sites/default/files/ci-monitoring/citld-current.csv • Domain Auctions (Namejet.com, Live Auctions)
  31. 31. 2015 Ungagged – New gTLD Tips, Tricks New gTLDs: Don’t Share This Slide • Premium Names: Registries must hold back names Even though names don’t appear to be available, you can buy direct. Registries making $BANK$ by selling premiums, all negotiable. • Shop around. Same name, cheaper at diff. registrar • Domainers ARE selling plenty of the New gTLDs • New gTLDs are getting type-in traffic (e.g. gold.shoes) • Several geo gTLDs are not closed TLDs (e.g., .London) • Big opportunity with 2-character gTLDs just released • New gTLD Forum: http://gtld.link
  32. 32. 2015 Ungagged – Thank You Contact Me Bill Hartzer Senior Strategist, Globe Runner Email: Bill@GlobeRunner.com Mobile: +1 (214) 236-4378 Office:+1 (972) 538-0260 Web: globerunner.com Blog: billhartzer.com Twitter: @bhartzer Facebook: facebook.com/bhartzer

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